To get people to take dehydration dead serious, Imago Ogilvy and Studena revived the dying Croatian folklore tradition of naricanje—hiring professional wailing women not to mourn the dead, but those who are "dying of thirst". Tapping into the popular saying "I'm dying of thirst," the campaign A Cry for Hydration turned everyday moments into dramatic, humorous laments through a hero film, hyper-contextual YouTube pre-rolls, and personalized social media wails targeting users with poor hydration habits.