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    About

    The NAKED FRIDGE a tongue-in-cheek illustration of the extremes people go to just to recover after the game by cooling down.
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BACKGROUND
Sport in Asia is huge, none more so than football. Even when the humidity and heat are unbearable, thousands of people still play on and on. So when it comes to recovering after the game the number one thing on everyone’s mind is cooling down. Few sports enthusiasts realize that hydration is crucial to replenishing essential fluids lost through sweating and therefore speed up recovery. And ensuring they can play on for longer! Aquarius realized this presented a significant opportunity to position their isotonic drink as the essential recovery aid and therefore differentiate against competitor soft drinks.
 
IDEA
We made the NAKEDFRIDGE, a tongue-in-cheek illustration of the extremes people go to just to recover after the game by cooling down, rather than replacing essential fluids and minerals with an Isotonic drink.

RESULTS
The disruption caught the eye of hundreds of players, who stopped to take photos and videos of the NAKED FRIDGE. 80% of the audience engaged with fridge and trialled Aquarius, despite competitor alternatives being available. 60% of those who trialled said they would purchase Aquarius to recover after their next game.