Alkaline water brand Essentia Water, the go-to for fitness pros, is orchestrating a New York takeover of spots, OOH, hyperlocal activations and a partnership with Athlos NYC, an all-women's track-and-field event, on Oct. 10.

"Change the Equation," the new creative by Droga5, touts the idea that achievement demands attention. The copy says it all: "Drench it. Quench it. Supercharge it."

“With New York City as the backdrop, the campaign is designed to disrupt people’s default water habits — visually, viscerally, and culturally,” said Tom McQueen, executive creative director for Droga5. “Betting on the one variable that changes everything — risk— our campaign is a rallying cry for people to embrace risk and hydration that truly changes the game.”

The creative elements include three spots — "If," "Winter" and "Lift Off" — that underscore the super-hydration theme. There are also influencer partnerships with @gabbois and @citybikeboy that extend the narrative across fitness and street culture, as well as @essentiawater.

New iterations for additional cities, such as Los Angeles and Miami, are expected in 2026.

Essentia, owned by Nestlé, is the exclusive water of Barclays Center and the Brooklyn Nets, augmented by LED signage throughout the Barclays Centre during Brooklyn Nets home games. Skate park installations, street pop-up performances and guerrilla sampling moments further the takeover reach.

Droga5 previously worked with Essentia on a social-first campaign last year for the brand's first flavored water. It's also done client work for Bosch, Coors Light and Paramount+.