Maximus wanted to build on their brand positioning as ‘The non-sports sports drink’ and create a campaign that celebrated it’s fans that applied the Maximus ‘Go Big’ attitude to their everyday lives.


Mates love to call each other out with a bit of banter.

The Solution

Awardalord. A social campaign built around tagging mates who go big in their day to day lives. We developed a series or lordships based around the passions of everyday aussies, from BBQ lords and Beard lords to Fishing lords and Footy lords. Maximus called on fans to share themselves or their friends going big and being lords with the #awardalord, with the ultimate lord scoring a chance at winning $1mill. A video series heroed key lords and outlined the campaign while the production of customised ‘Awardalord’ bottles allowed us to continue our social sharing campaign in the public sphere.

The Result

-34% sales uplift
-174% ROI
-175k trial increase
-13 million reach
-1 million branded social engagements

Maximus Award-a-Lord Big Meeting Last Night


*Give Art Science is the sister company of The Conscience Organisation

Maximus Award-a-Lord Out of Home
Maximus Award-a-Lord case study

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