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Brief/Problem

Gen Z isn't drinking enough water.

Solution

Gen Z isn’t just 'thirsty' for validation; they’re also not drinking enough water. To change that, we partnered with influencers known for their thirst-trappy content and posted 8 exaggerated, dramatic thirst traps each day on all our social channels, featuring them hydrating (drinking Liquid Death) with sex appeal. These playful reminders encouraged Gen Z to drink their 8 glasses of water daily. Using 'thirst traps'—flirty content designed to get attention—as a way to Trap Thirst and promote hydration.

We send attractive models "Hydration Angels" to clubs, gyms, and festivals, handing out Liquid Death to dehydrated attendees. Creating spontaneous live thirst traps.

At Meta Creator Fest, we created a Trap Thirst Studio where people could shoot their own thirst traps.

In public spaces, digital and billboard ads become thirst traps. These ads also display real-time data on how much water people should drink based on the environment.

Credit List

ACD: Jaidev Singh

Copywriter: Siddharth Kumar