OXIGEN
Strategy // Creative // Retail
Scenario
Conduct a photoshoot and develop creative to announce Oxigen’s newest investors and faces of the brand, the NBA star Steph Curry and top pro golfer Michelle Wie.
The Practical Approach
The premium bottled water category is all about sports and physical fitness. The fastball down the mediocre middle would’ve been to take the sports stars and shoot them while playing and looking intense and sweaty. All very unmemorable and exactly what the competition was doing.
Our Practically Dangerous Solution
Through research we found our Millennial & Gen Z consumers take a holistic view of health, with mental fitness just as important as physical. And pro athletes know more than anyone that sports are both a physical and mental game.
Oxigen, as a premium water boosted with oxygen, had an opportunity to differentiate from the crowded, sports-heavy category. Because what do you do when you want to mentally focus, relax and recharge?
Breathe deep.
Our solution was to shoot the athletes in “breathe deep moments” — the behind-the-game moments where they take a moment to recover in both body and mind.
