Propel

made to move

After mono’s success in launching the new unflavored Propel Electrolyte Water in 2015, Propel asked us to help relaunch the full brand portfolio with a campaign that resonated with passionate exercisers.


For passionate exercisers, working out is a way of life. It’s the best part of their day. Yet, the category typically shows working out as a job or a chore. So we set out to combat the serious nature of athletic ads – and the “Made to Move” campaign was born. The campaign highlights the joy and energy that passionate exercisers have for fitness.

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Driven by an energetic soundtrack, we brought to life the feeling passionate exercisers have when crushing a tough workout.

Design played a big role in making the brand stand out. The energy of the campaign was created using bright, poppy colors inspired by Propel’s flavors, alongside crisp photography and bold, playful hand-drawn lettering.