Buxton turns on the waterworks

In collaboration with mental health charity Mind, mineral water brand BUXTON has launched this emotive campaign, created by Publicis.Poke, inspiring the nation to take care of their mental and physical wellbeing through hydration. 

Directed by Maria Sosa Betancor through Biscuit Filmworks, Sweat and Tears shows a montage of real-life moments: a runner pushing herself to the limit, two women on the brink of tears from laughing too hard, loved ones crying happy tears as they’re reunited. 

As part of the initiative, BUXTON and Mind are also supporting fifteen real people, each facing their own physical and mental struggles, who are bravely taking on the ultimate test of resilience: running The TCS London Marathon. 

The support for runners further underpins the brand's mission to promote better physical and mental wellbeing across the nation, through exercise and hydration.

Steve Paskin, Creative Director at Publicis•Poke, said: “Bottled water brands don’t often talk about the positive effects of hydration on mental health as well as physical health. So ‘Sweat and Tears’ is an exciting new strategy for BUXTON that we’re proud to have collaborated with them on.”