THE PROBLEM:
*Partial scholarship recipient of Book 180 and YoungShits Fall 2025 collab brief
How does the world’s most hardcore water brand obliterate the noise and own summer?
Create an unexpected campaign that makes drinking water feel illegal. Be different. Make it loud. Make it rebellious. Make water feel like a riot. Turn the purest thing on Earth into the most provocative. Ads that could cause so much attention they get banned.
Big beverage brands add sugar, caffeine, unnatural preservatives, and flavorings to their drinks and market them, saying, “This is what your body craves.”
What your body really craves is hydration that is both sustainable and natural.
THE INSIGHT:
THE INSIGHT:
Water is the purest most natural element on Earth, and as humans, made mostly of it and born into it (naked), it is both our beginning and our nature...
Liquid Death doesn’t dress up drinks with crap they don’t need.
So, this summer, it’s time we undress ourselves from what we don’t need, too.
*cue Nelly’s “Hot In Herre”
NO SUGAR.
NO PRESERVATIVES.
NO PANTS.
The campaign that uses nudity as a bold metaphor for purity, showing that just as we’re born naked and unaltered, our drinks should be too.
It’s about being so pure, it’s almost obscene. So clean, it’s dangerous.
A raw and rebellious take on what “natural” really means.
ACTIVATION:
EXECUTION:
Billboards
A big unavoidable statement that will help push the campaigns core message
Post your “No Pants” filter photo, tag @liquiddeath, and join the movement.
Strip away the unnecessary — all of it.
Don’t worry, the filter’s got you covered.
LIQUID DEATH HOSTS A NUDE BEACH PARTY
Social media filter
And finally, a big public event open to ages 21+
Not only will it result in an even tan, but participants will also stay hydrated all day with a liquid death beverage of their choice.
F it, let’s live stream it too.