Essentia | Hold My Hydroboost
To launch a brand new Essentia product called “Hydroboost” to the masses, we initiated a social-first campaign called “Hold my Hydroboost”. The campaign flips the popular ‘Hold my Beer’ phrase to put the product name out into culture in a repeatable and unmissable way.
In this instance, we launched Hydroboost and our campaign with a film that enlists six-time NBA all-star Jimmy Butler for a supercharged game of H.O.R.S.E on a Horse, of course.
The image of the Heat guard donning a cowboy hat, riding his horse through the streets of Miami spread like wildfire. Appearing on popular basketball forums, as memes on Tik Tok, on evening ESPN roundups, articles in The New Yorker and even finding its way onto fan made t-shirts.
And when the media had no more words, we gave them even more to talk about, revealing the full context with the release of Jimmy’s H.O.R.S.E on a horse showdown film.
Press
“The Legend of Playoff Butler”
“Jimmy Butler Saddles up to Show the Power of Supercharged Hydration”
Creative Director: Rob McQueen
Creative Director: Nicholas Bauman
Art Directors: Ben Muckensturm, Cherise Woo, Gonzalo Navarro
Copywriter: Sara Muchnick, Brendan Dimech, Sean Buckhorn
Executive Creative Directors: George McQueen & Tom McQueen
Director: Zach Math