A Cry for Hydration

Creative idea

In order for Studena, a challenger water, to stand out on the market, we built a bold idea: saying “I’m dying of thirst” may be a joke, but dehydration is dead serious. So instead of classic warnings, Studena “mourned” the dehydrated in the campaign “A Cry for Hydration!” The whole campaign was created, filmed, and designed with digital channels in mind, and executed as a 100% digital-only campaign. Traditional Croatian mourners delivered funny lines about everyday dehydration moments, creating viral content, including a 2-minute video and social posts. Through a social media activation, followers could tag friends, and the Studena Wailers made custom videos.

Brand name: Studena
Advertiser / client: Studena
Product / service: Water
Campaign name: A Cry for Hydration
Agency network: OGILVY
Agency: Imago Ogilvy, Zagreb
Additional company: -
Chief creative officer: Darko Bosnar
Creative director: Luka Mavretić
Designer: Oliver Petrović
Account director (agency): Ivi Kirin
Strategic planner / strategist: Dina Dretvić
Film production: RRGR
Director: Luka Mavretić
Director of photography: Marko Zeljković
Music: Dubravko Robić
Agency producer: Jurica Ester
Post production: Danko Tomac
Digital strategist: Nela Fegić Moguljak
Digital creative: Brigita Krog
Additional company: Mourning women: Mirela Kovačić, Anita Filipović, Željka Rogić Nikola Janjić - Prepress Manager, design & prepress Vita Friščić - Producer Željko Glavor - Managing Director, web design Lovro Librić - Frontend developer, website development