Maximus is the non-sports-sports-drink that challenges conventions through its tongue in cheek, aussie bloke voice.

To drive awareness of this massive bottle of man water and encourage trial, we were tasked with "Getting hands on bottles".

Harnessing the power of Aussie one-upmanship, we produced a campaign that leveraged the preconception of hand size.

This integrated campaign saw high volumes of OOH placements that used short cheeky headlines to draw parallel between a blokes manhood, and their ability to pick up a Maximus.

Driving the social end of the campaign, we used digital placement on porn websites, and various media partnerships to direct blokes toward content explaining various types of grips.

Using a cheeky pack change and an impressive prize, we got guys all across australia to measure their grip on a bottle and share the resulting picture under the hashtag #ICANHANDLEIT.

Resulting from this work and various other campaigns, Maximus won the Effie award for New product or service.

AGENCY: GIVE ART SCIENCE

ACCOUNT MANAGER: CARLY OSMAN

PROJECT MANAGER: JAMES LEVY

CREATIVE: JOEL CHAPMAN, NATE MARTIN