Sweat-worthy moments feature in Maximus’ new campaign

Maximus aims to target Australians outside of the sporting arena with its new campaign, ‘Sweat Happens’, marking a shift in their brand positioning.

The campaign highlights sweat-worthy moments including accidentally sending private text messages to your boss or watching a sex scene with your parents.

Maximus has a history of pushing the envelope with their advertising. In 2016, the brand caused controversy when it released an outdoor poster featuring the line: “I Survived Australia Day”.

Frucor Suntory’s director of energy and hydration, Scott Cameron, said: “Whilst the other guys are battling it out over elite athletes and electrolyte content, we’re taking a different tact with the brand, appealing to all Australians who sweat.”

“Whether it’s through physical effort or just the pressure of some of life’s awkward and uncomfortable moments, ‘Sweat Happens’ is a celebration of them all,” added Connecting Plots creative director Steven Thomson.

“No matter what’s got you sweating, Maximus has your back.”

‘Sweat Happens’ will be executed across digital, social, out-of-home and point of sale.

Maximus’ outdoor execution

This is the first campaign for Maximus after expanding their work with Connecting Plots from covering social to becoming their lead creative partner.

Managing director of Connecting Plots, Tom Phillips, added: “We’re delighted to have extended our remit with Maximus from social to now being the brand’s lead creative partner. We’re passionate about doing things differently and Maximus as a brand marries extremely well with our disruptive spirit.”


Client: Frucor Suntory
Director of Energy & Hydration: Scott Cameron
Marketing Manager: Leigh Coleman
Brand Manager – Maximus: Tom Wallage
Assistant Brand Manager – Maximus: Rebecca Hantzis
Creative Agency: Connecting Plots
Creative Director: Steven Thomson
Client Services Director: Andie Tickner
Strategist: Tim Collier
Creatives: Emmalie Francis Thip, Steven Thomson. Matt Smith, Callam Hanks.
Project Lead: Nicole Harris
Managing Director: Tom Phillips
Production Company: Infinity Squared
Director: Daniel Reisinger
Producer: Charles Billeh
Editor: Cameron Drew
Executive Producer: Dave Jansen
Media Agency: OMD


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