Description
Labrador Creates a Messiah for Super Wet.
Super Wet Starts a Cult. Labrador Provides the Prophet.
The Hydration Guru is the first character in Super Wet’s new social universe: a self-proclaimed prophet determined to convince Gen Z that drinking more water is the answer they’ve been looking for.
Created by Labrador for Super Wet, the canned water brand on a mission to make hydration better for both people and the planet, the content introduces a god-like Messiah figure with a singular mission: spreading the gospel of water.
Through a series of deliberately lo-fi, self-made social videos, the Guru attempts to win over a new generation of followers, dazzling them with miracles, sharing his wisdom, and showing them the path to proper hydration.
With the Hydration Guru, Labrador gives Super Wet a distinctive voice, a memorable character, a lot of absurdity and a playful social platform designed to make hydration impossible to ignore.
This professional campaign titled 'Join the Wet Side ' was published in Belgium in May, 2026. It was created for the brand: Super Wet, by ad agency: Labrador. This Content and Print media campaign is related to the Drinks (Non Alcoholic) industry and contains 10 media assets. It was submitted about 3 hours ago by Creative Art Director : Antoine de bellefroid .
Credits
Client: Super Wet
Founder / CMO: Maxime Moiens
Founder: Thibaut Ickx
Agency: Labrador
Creative & Strategy: Antoine de Bellefroid / Olivier Maquenne
Producer: Morgane Hoogaert
DOP: Gunter Blokken
1stAC: Alpha Macky Konaté
Photography: Antoine Melis
Edit: Sam Dekocker / Antoine de Bellefroid / Olivier Maquenne
Design & motion: Sam Dekocker
Type Design: Martijn Mertens
Sound: Tom Bauwens
Casting guru: Greg
Casting followers: Martin, Lucille
Styling: Marie-Céline Debande
MUA: Charlotte Dutilleux
Studio: Shimera
