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To of Hydralyte Effs Campaign
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Thirsty Aussies.

80% of Australians suffer dehydration, and can’t identify the signs. Aussie's only drink around 1.3L of water per day, well below international guidelines.

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Challenged with educating the masses on the signs and symptoms of dehydration, the once static 'Eff's' from Hydralyte's organic socials came to life. 

Strategic Ideation.

Creative Direction.

Character design.

Voice over.

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The initial Eff characters campaign was so successful that it became a series! The original Big Red Button and Projector Eff's were followed by Gameboy Eff's and Dancing Eff's to close out the financial year.

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Work completed in current role as Creative Lead at Digital Advertising Agency True Syd.

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