Maximus is an Australian sports drink with one mission: to make sure Aussies never have to go thirsty, no matter how hard they’re giving it a crack.

The Challenge: Disrupt the sports drink category by shifting the narrative from elite athleticism (owned by competitors) to celebrating everyday effort, positioning Maximus as the drink for the rest of us.

Aussies love an underdog story. From the archetypal Aussie Battler to the origin of Tall Poppy, embracing the underdog is part of our cultural DNA.​ And it doesn't get more underdog than dead last.

We put on a national search for Australia’s wooden spoon social sports teams, offering a tongue-in-cheek Maximus sponsorship to help them improve – even if a little. The campaign was led by everyman comedian and sports lover Aaron Gocs and brought to life through video content, influencer collabs, vox pops, organic content, and a competition microsite to capture entries.