Deliveroo and Humantra make billboards ‘drinkable'

Campaign ME

13-03-2025

To launch its Ramadan limited-edition Apricot-flavour electrolyte, Humantra collaborated with Deliveroo to bring to life a 'drinkable' billboard at City Walk Dubai.
Seemingly ordinary at first glance, the activation displayed the message 'just another billboard'. At sunset on the activation's launch day, Deliveroo had a graffiti artist walk up to the installment and spray a bold yellow question mark at the end of the phrase. The billboard then had a small door slide open to reveal a dispenser tap, offering passersby to break their fast with Humantra's new electrolyte drink.
'Humantra's Apricot/Qamaruddin electrolyte drink draws inspiration from a popular beverage in the Middle east consumed to break the fast during Ramadan,' said Taghrid Oraibi, Head of Communications at Deliveroo Middle East .
'Inspired by this tradition, we wanted to be present at Iftar time up until Suhour for people to sample Humantra's electrolytes. This activation allowed us to directly engage consumers in a memorable way and address the needs of those looking to replenish and rehydrate after sunset,' she explained.
The concept was designed in-house by Deliveroo and Humantra's creative teams and was executed by experiential agency Aces of Space. The activation was conceptualised to interact with audiences differently, in a memorable way.
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'At Deliveroo, we're all about breaking new ground with unique stunts and activations. From Abu Dhabi's first edible billboard to turning delivery bikes into roaming digital billboards and now rolling out the region's first drinkable billboard. We're always on the hunt for bold, creative ideas to connect with our audience and find fresh, engaging ways to advertise and create unforgettable experiences,' Oraibi said.
From Humantra's perspective, the activation was strategically designed to strengthen its brand value amongst consumers in Dubai.
'The hydration category is traditionally associated with workouts and recovery,' said Charlie Wright, Founder & CEO, Humantra.
'At Humantra, we're flipping that narrative. Hydration isn't just for athletes; it's for everyone, every day. That's why we're showing up in unexpected places—like a high-visibility billboard in the heart of City Walk.
You don't expect to see electrolytes there, and that's exactly the point. It cuts through the noise, sparks curiosity, and reinforces our message: Humantra is redefining hydration for the modern consumer, making it an everyday essential, not just a workout necessity,' he said.
The brands claim that the response has been overwhelmingly positive, both to the activation itself and the flavour.
'We always knew this would be a bold and disruptive moment, but seeing people engage with it so positively has been incredible,' said Wright.
The activation was live over the weekend of 8-9 March, at City Walk in Dubai.