IDEA - dehydrating to quench their thirst. In fact, 43% of Americans don’t drink enough water and 7% don’t drink any at all. Leaving 75% of them with chronic dehydration. Drink Up needed to find a way to make drinking water top of mind.
We convinced Grammy winning singer Ashanti to release her upcoming single ‘Let’s Go’ with a dehydrated voice. People were asked to send her virtual water using #DrinkUpAshanti. The more water she received, the more her vocals improved and helped release the song in it’s full glory.