Description
Powdered hydration is a unique category and not everyone understands how to enjoy the product. Anomaly relaunched the brand by putting the consumption ritual at the core of the idea: “TEAR POUR LIVE MORE”: TEAR the stick open, POUR it into your water and feel the hydration that allows you to LIVE MORE. Whether you’re hiking in the heat, dancing into the early hours or catching a red-eye flight, you’ll get more out of life when you’re not also battling dehydration.
A 90-second spot sits at the center of the new brand platform, “TEAR POUR LIVE MORE,” highlighting the magic of extraordinary hydration. The spot show portrays a woman carrying bags up a hill in the heat. As she gasps for breath, she reaches into her bag to pull out a packet of Liquid I.V.
Set to “JOY” by Voices of Fire ft Pharrell Williams, she takes a sip and begins to fly across the city on hydration. As bystanders look on in amazement, they too “TEAR POUR LIVE MORE” drinking Liquid I.V. to travel across town to a party where they can dance all night, knowing they’re hydrated.
The campaign is now live across TV/OTT, OOH, social and display.
This professional campaign titled 'TEAR POUR LIVE MORE' was published in United States in May, 2024. It was created for the brand: Liquid I.V., by ad agency: Anomaly LA. This Integrated medium campaign is related to the Soft Drinks industry and contains 1 media asset. It was submitted 10 days ago.
Credits
Brand: Liquid I.V.
Campaign: 2024 Summer Brand Campaign - Tear Pour Live More
Client Team:
CEO: Mike Keech
VP of Marketing: Stacey Andrade-Wells
Sr Brand Director: Brittany Shaw
Sr Brand Manager: Tayce Taylor
Creative Director: Stevy Wang
Agency Credits:
Agency: Anomaly LA
Managing Partner/President: Khara Wagner
Partner/Chief Creative Officer: Josh Fell
Partner/Chief Strategy Officer: Aisea Laungaue
Group Creative Director: Jeremy Wirth
Creative Director: Mindy Benner
Creative Director: Turan Tuluy
Associate Creative Director: Lucy Logan
Sr. Copywriter: Erin Kaupp
Head of Production: Erika Madison
Senior Producer: Isabella Lebovitz
Art Producer: Madi Nauta
Head of Strategy: Maggie Bonner
Group Comms, Strategy Director: Will Millar
Sr. Comms Strategist: Breanna Jones
Sr. Cultural Strategist: Cheryl Faux
Group Business Director: Max Taylor
Account Director: Sophie Finckh
Account Supervisor: Marissa Vensel
Senior Business Affairs Manager: Maggie Harasyn
Head of Creative Resourcing and Project Management: Chris Greve
Project Director: Michelle Yee
Associate Creative Director: Joceo Lynch Garay
Associate Creative Director: Fede Munichor
Head of Strategy: Nika Rastakhiz
Production Company:
Production Company: Magna
Director: Julien et Quentin
DP: Tim Lorentzen
President: Davud Karbassioun
Executive Producers: Nick Fuller
Head of Production: Clark Farrell
Producer: Lisa Cowell
Production Supervisor: Andy Seshiki
1st AD: Julian Richards
Local Production Company: Twentyfour 7
Local Executive Producer: Alejandro Fernandez Stiepovich
Production Credits:
EDITORIAL:
Company: Trim x Cosmo Street
Editor: Paul Hardcastle
Cutting Assistant: Antoine Combelles
Executive Producer: Noreen Khan
Post Sr. Producer: Arniesha Williams
VFX:
Company: Blacksmith
VFX Supervisor/Creative Director: Ben Kwok & Ben Elliot
Executive Producer: Nicole Saccardi
Senior Producer: Lily Sarokin
2D Lead: Ben Kwok
2D Artists: Hannah Wilk, Yebin Ahn, Remedy Huynh, Myles Dunlop
3D Lead: Ben Elliot
3D Artists: Alejandro Echeverry, Nick Owoyemi, Olivier Varteressian, Pakorn Bupphavesa, Tuna Unalan, Kushal Das
Title Animation: Clemens den Exter
COLOR:
Color Company: Blacksmith
Colorist: Mikey Pehanich
Color Executive Producer: Adam Vevang
Color Senior Producer: Dan Butler
SOUND DESIGN & AUDIO MIX:
Sound Design & Mix Company: Barking Owl
Sound Designer: Gus Koven
Audio Mixer: AJ Murillo
Audio Assistant: Beau Manning
Executive Producer: KC Dossett
Associate Producer: Blaise Justice
PHOTOGRAPHY:
Photographer: Peden + Munk
Representation: Kirsty Meares at Laird & Good Company
Photo Production Company: Urban NYC
Executive Producer/Owner: Miyazu Sato
Producer: Victoria Figueroa
PHOTO RETOUCHING:
Color Company: TC Shadowlight
Retouching Company: Epilogue, Inc.
Owner/Retoucher: Allan Finamore
Retoucher: Michael Shields
Retouching Producer: Alex Olson
MUSIC:
Licensed Track: “JOY” by Voices of Fire ft Pharrell Williams
