A CRY FOR HYDRATION

INSIGHT |. In Croatia, there is a long, almost forgotten tradition of, naricanje — preformed by women who are paid to loudly and dramatically mourn the dead, A similar sense of exaggeration still exists"in everyday language. People often say, “I’m dying of thirst,” yet rately take dehydration dead serious. 2-minute short film Studeria water hired real-life wailers. Not to mourn the ead, but the déhydrated. Through specially crafted wailing lyrics, they depicted everyday situations in'which people should drink more’ water. ‘The campaign delivered a clear message: dehydration is deadly — just 1y way. Studena revived an almost forgotten tradition, disruptively bringing something old into new medi BUT THeRe’s no WaTeR On YOUR LI oat : Customized pre-roll ads, with Iyries tailored to fit the context of the selected YouTube content, played before music videos, tutorials, exercises, and over 20 other types of video content. execution By blending’traditional wailing with custom lyrics about everyday dehydration, Interactive pdsts invited people to tag their’ “thirsty” friends, the campaign ttifned ordinary moments into dramaticlaments. It launched triggering personalized video laments that called out 1 with a 2-minute short film introducing the wailers, anid coftinued on social _names and social media handles. Studena wailers (narikace) media with tailored content mourning real-life situations — from the beach to were dressed in black with subtle brand-blue details, while bus stops to long working hours — published in syne with moments like specially composed music, inspired by Eastern Europeari film morning commutes, lunch breaks, and before sleep. comedies, ensured 2-humorous, not morbid tone. C=) Personalised <4 videos for Cj) f followers (RES Custom made wailing videos, dedicated to real people on social ‘Time-related social media posts addressed a specific dehydration ‘media, with custom-made lyrics mentioning specific names or ‘eccasion during the day, such as the need for water with morning handles and their bad hydration habits. coffee, or a need for hydration during the high noon.