VIDEO / SOCIAL / WEB / ACTIVIATION
Fueling The Thirst
THE BRIEF
As one of Prime Video’s leading brand partners, Liquid I.V. was searching for its next breakout collaboration—one that would authentically connect with Millennial and Gen Z audiences through culturally relevant storytelling. Young Adult Prime Video titles had already proven to be a powerful space for driving engagement, fandom, and conversation.
Enter Off Campus. Fueled by a passionate BookTok fanbase long before the series premiered, the title arrived with built-in anticipation and cultural momentum. The partnership gave us the opportunity to integrate Liquid I.V. naturally across the Prime Video ecosystem, transforming the brand from a traditional sponsor into part of the conversation itself.
THE IDEA
Some things just have undeniable chemistry: the spark when two people lock eyes across class, the moment a study partner becomes something more, or the electricity of a first touch. Just like Hannah and Garrett in Off Campus.
That same chemistry is what makes Liquid I.V. work. Electrolytes + water = hydration that simply clicks. Inspired by the chemistry driving both the brand and Off Campus, we created Chemistry Is Everything.
Anchored by a custom live-action spot featuring stars Ella Bright and Belmont Cameli in character as Hannah and Garrett, the campaign introduced Liquid I.V.'s new Sugar-Free Ring Pop Cherry flavor while connecting the magnetic pull of the show's central romance to the brand's hydration story in a way that felt authentic to fans and a natural extension of the series.
Chemistry Is Everything
THE AMPLIFICATION