Hydrafizz – Life is a marathon 

Directed by Romain Habousha
Produced by Union Call
Agency : Air

 

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“For this type of campaign, the goal was to create a concept that could be adapted to all markets — Europe, the United States, and Asia,” explains in-house Creative Director Arnaud Bailly. “And chasing life is the only sport that everyone plays. Beyond the universality of the idea, the challenge was to design a film that could be modular depending on local insights and trends, while maintaining a strong and coherent message: we are all high-level athletes in this fast-paced life. So let’s hydrate like pros.”

The campaign shines a light on everyday athletes: those who visit Paris in one day, those who drop off and pick up their kids three times a day, or those who binge-watch the entire season of Squid Game in a single night. “In short, it’s a very versatile campaign line, with a deliberately human tone. And because authenticity is at the heart of our approach, the film’s actors are none other than real UPSA employees,” the CD adds.