The headline ‘water at work’ is reflected in the graceful wave of water that surrounds and protects the athlete in each execution – aerobics, cycling, skipping and golf – while the text communicates the product’s unique selling point: Energade Ice contains electrolytes to ensure that it hydrates the body where it needs it most.
Comprising outdoor billboards, print executions and printed as well as digital interactive trade presenters, the campaign was devised by creative director Marthinus Duckitt, copywriter Pippa Capstick and art director Michelle Casanova.