• by Steve McClellan  @mp_mcclellan, September 9, 2020

Bottled water brand Oxigen, co-owned by NBA great Steph Curry, is out with a new campaign called “Recover and Rise,” that pays tribute to essential workers on the frontline of the pandemic.

The work, from agency Erich & Kallman, tells the stories of a nurse, teacher, public transit driver, journalist, and a flight attendant who recently lost her father to COVID-19.

Each person tells a different story of how they have recovered from hard times. The theme ties in to the brand’s value proposition of recovering in daily life with Oxigen water, which contains electrolytes and is boosted with extra oxygen.

Sample the work here.

“Frontline workers are the real heroes who are risking their lives by stepping up for others and their communities every day,” stated Curry. “It’s now up to us to acknowledge and appreciate their service so that they too can recover and rise.” 

Curry is also active with philanthropic and business endeavors. In addition to his ownership in Oxigen, he set up a family foundation dedicated to providing underprivileged children with the fundamental resources they need to thrive. He has also founded a production company in partnership with Sony Studios and is executive producer for ABC’s prime-time summer show "Holey Moley."