“Energy Drink Insurance” launched in parallel with MiO’s new Rolling Energy campaign, empowering Gen-Z to get more out of their water, uplift their day and feel their most energized selves
The pressure of keeping up with school and work, while living on their own for the first time, has driven Gen-Z's reliance on energy drinks to rise. While the energy drink market has surged by 71% since 20171, over 55% of people face adverse effects such as jitters, headaches, and fatigue, due to high sugar content, artificial additives, and dehydrating ingredients. As finals approach and students are cramming for exams, they are at higher risk of experiencing these unwelcomed side effects.
Using a visual approach centered around hydration, MiO created a vibrant world illustrating how the brand helps you squeeze more goodness out of your day. In its video assets, MiO used an infrared filming technique, to create a world devoid of color. In this world, characters become conduits of radiance, spreading vibrant color and energy with the help of MiO.
