Sports drinks lionise the best of the best. Williams, Messi - the 1%. But athleticism isn’t exclusive to the elite; it lives in the everyday too.

To launch Superboost, a new, athlete-founded electrolyte drink, we focused on the MVPs its competitors overlook: everyday athletes. The legends who play on without the fanfare.

Like the teen perfecting her layup in the driveway, and the one battling a hangover on game day. The over-qualified Under-8s coach and his legion of beer-belly supporters. Country clubs and cul-de-sac soccer stars. Orange slicers, sausage sizzlers and parents carpooling to the middle of bumfuck nowhere on a Sunday.

Superboost is here to hydrate the overcommitted and under-appreciated everyday athletes.

Unfortunately the business went under before we got to roll this out. Still attached to the platform line tho.