Life is a marathon. Hydrate every step.

The pharmaceutical company UPSA, known for the iconic Dafalgan, is launching its latest innovation: Hydrafizz, an innovative range of effervescent tablets with electrolytes, vitamins and minerals designed to boost everyday hydration.

Electrolytes? That’s just for hardcore athletes, right? While sweating is often associated with sports, UPSA offers a different perspective on daily life. ​
Sure, we sweat during a 30 km trail run. But also in a packed meeting room, carrying groceries when the elevator is broken, or on a ‘not-that-great’ Tinder date.

This simple idea gave birth to “Life is a marathon”, the campaign platform imagined by agency Air. The goal? To make pharma communication… that doesn’t feel like pharma communication yet with the precision of pharma. Not an easy task.

Arnaud Bailly, Creative Director at Air:
For this type of campaign, the challenge was to create a concept that could adapt to all markets: Europe, the US, and Asia. And let’s be honest, ‘keeping up with life’ is the only sport everyone plays. Beyond the universal idea, the challenge was to design a film that could be adapted to local insights and trends, while maintaining a strong, consistent message: ​
we're all high-level athletes in this fast-paced life. So, let's hydrate like one.

The campaign highlights everyday athletes: those who visit Paris in a day, those who pick up the kids three times a day, those who binge watch the latest season of Squid Game overnight.
In short, it’s highly versatile campaign platform with a very human tone. And because authenticity is at the heart of the approach, every actors are actual UPSA employees.

Michelle Defooz, Strategy Director at Air:
Hydrafizz is fully produced in France, more specifically in Agen. ​
In pharma, that's rare enough to be worth mentioning. That’s why the casting was done 100% with UPSA employees. A way to showcase the pride of the French teams who have designed and manufactured Hydrafizz locally, in Agen. This logistical and human challenge once again underlines UPSA’s deep roots, its commitment to ‘Made in France’, and its dedication to highlighting its own people.

The campaign rolls out across TV, POS, digital, always-on, with a series of activations planned in various markets over the coming months.

With Hydrafizz, UPSA marks a strong comeback in consumer health innovation—placing people, their efforts, pride, and challenges at the heart of the product promise.

Crédits :

Client : UPSA - Hydrafizz

Client contact : Marine Rochez, Gabrielle Vivier-Cousin, Camille Franc, Isabelle Van Rycke

Agency : Air 

Creative Director : Creative Council

Creatives : Julian Lesceux, Bruno Giunta, Arnaud Bailly

Strategic Director : Michelle Defooz ​ 

Client Manager: Juliette Defoux 

Craft Producer: Bérengère Lurquin ​ ​ ​ 

Production : Union Call

Director : Romain Habousha

Post Production : Paume

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About air brussels - partner of McCann

Air is the leading independent agency in Belgium, an exclusive partner of McCann Group. Strategic, creative irrespective of the communication channel and results focused, Air intends to give meaning to the lives of brands, their users and its employees. 

Air is committed to being a source of inspiration with a view to a more sustainable world, and an action driver for its employees, clients and partners. On the strength of this commitment, the agency has begun a B Corp certification process. It is already a ‘zero carbon’ company in terms of its own emissions and is able to neutralize the emissions of its clients’ campaign productions, through its proprietary algorithm.

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