Maximus – Sweat Happens

The Brief

Maximus launched in the highly competitive “sports drink” category with a very un-sports drink brand, targeted towards the everyday Aussie rather than elite athletes. This, and a brave marketing team, allowed us to do some pretty out there stuff.

The Solution

Over the course of a year we ran provocative and absurd content on social, posts regularly went viral, but none more so than an infamous ‘water pourer’ we posted that reached over 3 million people in one day.

This culminated in the “Sweat Happens” brand campaign, positioning Maximus as the sports drink for life’s other sweaty moments. Side note, I wrote the scripts for the videos but moved on before filming them.