Powdered hydration is a unique category and not everyone understands how to enjoy the product. Anomaly relaunched the brand by putting the consumption ritual at the core of the idea: “TEAR POUR LIVE MORE”: TEAR the stick open, POUR it into your water and feel the hydration that allows you to LIVE MORE. Whether you’re hiking in the heat, dancing into the early hours or catching a red-eye flight, you’ll get more out of life when you’re not also battling dehydration.
A 90-second spot sits at the center of the new brand platform, “TEAR POUR LIVE MORE,” highlighting the magic of extraordinary hydration. The spot show portrays a woman carrying bags up a hill in the heat. As she gasps for breath, she reaches into her bag to pull out a packet of Liquid I.V.
Set to “JOY” by Voices of Fire ft Pharrell Williams, she takes a sip and begins to fly across the city on hydration. As bystanders look on in amazement, they too “TEAR POUR LIVE MORE” drinking Liquid I.V. to travel across town to a party where they can dance all night, knowing they’re hydrated.
Jeremy Wirth, ECD at Anomaly LA:
“The exciting position of being a creative pioneer in an untouched product category like Powdered hydration paired with a client who’s creative ambition has no limit is something super rare, precious and exciting. The trusted partnership between Anomaly and Liquid I.V. helped push the work to the best form it could’ve been”.
The campaign is now live across TV/OTT, OOH, social and display.
TEAM CREDITS Brand: Liquid I.V. Campaign: 2024 Summer Brand Campaign – Tear Pour Live More
CEO: Mike Keech VP of Marketing: Stacey Andrade-Wells Sr Brand Director: Brittany Shaw Sr Brand Manager: Tayce Taylor Creative Director: Stevy Wang
Agency Credits Agency: Anomaly LA Managing Partner/President: Khara Wagner Partner/Chief Creative Officer: Josh Fell Partner/Chief Strategy Officer: Aisea Laungaue Group Creative Director: Jeremy Wirth Creative Director: Mindy Benner Creative Director: Turan Tuluy Associate Creative Director: Lucy Logan Sr. Copywriter: Erin Kaupp Head of Production: Erika Madison Senior Producer: Isabella Lebovitz Art Producer: Madi Nauta Head of Strategy: Maggie Bonner Group Comms, Strategy Director: Will Millar Sr. Comms Strategist: Breanna Jones Sr. Cultural Strategist: Cheryl Faux
Group Business Director: Max Taylor Account Director: Sophie Finckh Account Supervisor: Marissa Vensel Senior Business Affairs Manager: Maggie Harasyn Head of Creative Resourcing and Project Management: Chris Greve Project Director: Michelle Yee
PRODUCTION COMPANY Production Company: Magna Director: Julien et Quentin DP: Tim Lorentzen President: Davud Karbassioun Executive Producers: Nick Fuller Head of Production: Clark Farrell Producer: Lisa Cowell Production Supervisor: Andy Seshiki 1st AD: Julian Richards Local Production Company: Twentyfour 7 Local Executive Producer: Alejandro Fernandez Stiepovich Production Credits EDITORIAL Company: Trim x Cosmo Street Editor: Paul Hardcastle Cutting Assistant : Antoine Combelles Executive Producer: Noreen Khan Post Sr. Producer: Arniesha Williams VFX Company: Blacksmith VFX Supervisor/Creative Director: Ben Kwok & Ben Elliot Executive Producer: Nicole Saccardi Senior Producer: Lily Sarokin 2D Lead : Ben Kwok 2D Artists: Hannah Wilk Yebin Ahn Remedy Huynh Myles Dunlop 3D Lead: Ben Elliot 3D Artists: Alejandro Echeverry Nick Owoyemi Olivier Varteressian Pakorn Bupphavesa Tuna Unalan Kushal Das Title Animation: Clemens den Exter COLOR Color Company: Blacksmith Colorist: Mikey Pehanich Color Executive Producer: Adam Vevang Color Senior Producer: Dan Butler SOUND DESIGN & AUDIO MIX Sound Design & Mix Company: Barking Owl Sound Designer: Gus Koven Audio Mixer: AJ Murillo Audio Assistant: Beau Manning Executive Producer: KC Dossett Associate Producer: Blaise Justice PHOTOGRAPHER Photographer: Peden + Munk Representation: Kirsty Meares at Laird & Good Company PHOTO PRODUCTION COMPANY Company: Urban NYC Executive Producer/Owner: Miyazu Sato Producer: Victoria Figueroa PHOTO RETOUCHING Color Company: TC Shadowlight Retouching Company: Epilogue, Inc. Owner/Retoucher: Allan Finamore Retoucher: Michael Shields Retouching Producer: Alex Olson MUSIC Licensed : “JOY” by Voices of Fire ft Pharrell Williams
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