Brand, Creative, Digital, Social, Web

Actiph Water began in 2014 when Jamie Douglas-Hamilton set two Guinness World records rowing 5,000 miles from Australia to Africa across the gruelling Indian Ocean for Save the Elephants. On this unsupported expedition, the crew of six pulled more than a million strokes, battling the oceans currents, enormous seas, three major storms and were even hit by a hurricane. With the rowing broken into two hourly shifts, 24 hours a day, physical demands were so extreme that the rowers were burning between 8-10,000 calories a day and drinking 9-13 litres of water. Crew members would often pass out or have vivid hallucinations.

The solution

However, this dramatically changed when one member of the crew mixed his fresh water with sea water; the effect was so profound the crew started to mix every second bottle of drinking water with one third salt water, instantly increasing power, energy levels and reducing hallucinations. And from this experience Actiph Water was born. A new, ionised water, scientifically developed and proved to help keep a healthy body charged up.

The brand offers rich territory creatively, by focussing on the pH message the concept encompassed an integrated campaign helping to thread social channels with advertising and TV.