Hydrate the Hustle, 360 Integrated Campaign
The core creative idea: In a world that takes the easy way out, vitaminwater inspires those who don’t.
The world’s obsession with overnight stardom has everyone running around looking to take the easy way out: doping. piggybacking. buying likes. Buying followers. Buying airtime. Shameless publicity stunts. They want success, but don’t want to work for it.
vitaminwater advocates hard work over the easy way out - disrupting stereotypes and inspiring a generation of up-and-comers. And who better to inspire than Kevin Hart, living proof that hard work works. A generation is waiting. And vitaminwater is ready for Kevin Hart to hydrate the hustle.
Role: Art Director
To keep the "hydrate the hustle" conversation going from our Kevin Hart, "Make it Big" Campaign, we launched a full social media campaign championing the hustle with #hydratethehustle and #howihustle messaging. Fans could share their work, hear about vitaminwater’s rise to fame, and get inspiration to keep on trucking on. All online content was collected and shared on vitaminwater.tumblr.com.