Hold My hydroboost

Hold My Hydroboost: not a slogan. Not a tagline. But a phrase that flips the popular expression “Hold My Beer” to put Essentia’s new product name into culture in a repeatable and unmissable way.

We launched Essentia’s newest line of supercharged water in a social-first campaign featuring NBA All-Star Jimmy Butler... playing a game of H.O.R.S.E on a horse. 🐎

the tease

To tease the launch, it started as a simple question on r/NBATalk.. and then took the internet by storm, picking up traction as it reached major sports outlets like ESPN, House of Highlights, Bleacher Report, and local Miami sports radio—peaking at the perfect intersection of NBA playoff chatter and the legend of Playoff Jimmy.

(More to come....)

Made @ Droga5
Director: Zach Math, Caviar
Editor: Paul Watts, Cut+Run
Color: Daniel de Vue, Trafik
Sound: Ed Downham, King Lear
VFX: Parliament
ECDs: Tom McQueen, George McQueen
CDs: Rob McQueen, Nic Bauman
Creatives: Ben Muckensturm, Sara Muchnick, Brendan Dimech, Cherise Woo
Sean Buckhorn, Gonzalo Navarro


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ʕ •ᴥ•ʔ cya later