Core Hydration is water that's perfectly balanced at 7.4 pH to match your body's natural levels, but their tagline only half-made sense: "Find your balance, find your core." Huh? My core? You mean...my stomach? Isn't it (*looks down*) right here? 

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So I decided to dedicate myself to reverse-engineering a campaign that would make it make sense, dammit. Tapping into the insight that our Gen Z/millennial active trendsetter target loves to add a -core suffix to everything (see: cottagecore, normcore, emocore, etc.) we positioned Core as the water to accompany people of all "-core" subcultures on their wellness journeys. 

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Once we secured Academy Award nominee/pop star Hailee Steinfeld as our spokesperson, we collaborated with her to turn our spot into a teaser for the lead single off her debut album and show how Core keeps her hydrated whether she's singing, acting, working out, or just chillin'. 

 

Agency

Liquid Sunshine

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Credits

Darren Moran, CCO

Yo Umeda, ECD

Natalie Krakirian, Sr. Art Director/Designer

Arthur Amiune, Art Director