100PLUS Hydration Hour
MERIT Influencers & Co-creationCase Film
Case Board
Creative Assets
Agency
Aspect Ratio Studios
Client
100PLUS - F&N
Product/Service
F&B
Brief
To break the stigma and shift deep-rooted perceptions, 100PLUS set out to prove it’s not just a sports drink, but the go-to source of hydration for every occasion — redefining what hydration means and boldly positioning itself as a better alternative to water. The challenge: how do you get people to not just believe, but truly feel, that 100PLUS hydrates better than water? Challenging such a universal truth was no small task.
Solution
In the lead-up to World Hydration Day (23 June 2025), 100PLUS set out to turn hydration into a movement by coining a new ritual — Hydration Hour (2–3pm).
For 23 electrifying days starting 1 June, the brand rallied 23 influencers — masters of their craft, from entrepreneurs to comedians, singers, and more — to own the hour with entertaining, inspiring content that reminded Malaysians to rehydrate, refocus, and recharge — proving once and for all that hydration isn’t just for athletes, but for every occasion.
From breaking mental blocks to finding daily motivation, Hydration Hour became a rallying cry to push past limits — one hour, every day, for 23 days.
By transforming a simple act into a shared national moment, 100PLUS claimed the hydration crown — powered by hydration, fueled by 100PLUS.
Credit
Client: F&N (100PLUS)
Chief Marketing Officer: Leong Wai Yin
Head of Marketing: Ng Boon Siew
Marketing Manager: Fan Vern Ting
Creative Agency & Production House: Aspect Ratio Studios
Company Directors: Jin Lim, Michelle Ng
Head of Strategic Planning & Marketing: Benjamin Foo
Client Servicing Executive: Nicole Sia
Executive Producer: Chong Kai Ni, Elizabeth Tan
Talent Managers: Chong Kai Ni, Lai Zhi Jie, Elizabeth Tan
ECD: -
Creatives: Tan Sue Zhen, Timothy Long, Ryan Yee, Wong Zhao Quan, Jason Lee, Aaron Chow, Zainab Abiddin, Darren Ho
Directors: Ryan Yee, Wong Zhao Quan
Editors: Jun Ei Chai, Shamalan Nagayai, Sherwin Tan, Rainer Tan, Yip Yong Han, Jason Lee, Wong Zhao Quan
Producer: Adrian Siok
Production & Location Manager: Ngeh Sze Hui
Production Assistant: Lee Zhi Bing
Production Intern: Zoe Lim
Camera Crew: Adrian Wong, Tan Wai Chun, Sherwin Tan, Davin Choo, Ryan Yee, Wong Zhao Quan
Stills & BTS Photographer: Adrian Wong, Dennis Lim, Tan Wai Chun
Sound: Joel Lim, Chen Fuan Sheng
Art: Pong Yi Ching, Siew Evon, Yim Pei Yi, Ang Yeng Chiew
Hair and Make-up: Kok Lee Peng
Designer: Timothy Long, Dennis Lim
Influencers:
Motorsports Athlete, Leona Chin
Foodie & TV Host, Ceddy
Singer, Iman Troye
Content Creator, Cabi
Doctor, Dr. Says
Esports Streamer, Ombong
Radio Announcer, Prem
Professional Wrestler, Nor Diana
Korean Food Creator, Tara Choi
Camper, Derick the Camper
Former Teacher / Content Creator, Qiwiie
HR Content Creator, Aunty HR
Travel Content Creator, Merantau Dunia
Dance / Lifestyle Content Creator, Alex HKF
Firefighter, Abang Bomba
National Footballer, Intan Serah
Stand-up Comedian, Lucas Debating
Entrepreneur, Nana Mahazan
Celebrity / At
