Cristiano Tonnarelli Group Creative Director


Already well-known and consumed regionwide, Pocari Sweat from Japan’s Otsuka Pharmaceutical wanted to create a clear purpose as an ‘ion-supply drink’ and identity beyond being a sports drink due to its healthy value.

This presented the perfect opportunity to tell true, relevant stories, documenting the dreams of three determined individuals, each striving with blood, sweat and tears to reach their own dreams. They are uncommon human journeys, filled with failures and doubts as well as twists and turns – far from any stereotypes regarding the region.

Meet Rei, her family sacrificed almost everything to enable her to travel the world as a professional dancer. Ryan, who dreams his business is no longer needed after successfully saving nature. Haifa, who uses her body building experience to teach kids how to live a healthy life.

This repositioned Pocari Sweat in the GCC countries as a premium drink for people who want to achieve their dreams, using the drink as fuel to make the impossible possible.

VP MD – Rudy Banholzer
Commercial Director - Victor Madueno
Account Director – Kohei Aramaki
Account Manager – Yuri Nemoto
Social media Account manager: Jalal Hassoun

ECD – Cristiano Tonnarelli
Art Director – George Zamroud
Art Director – Leomerish Gale Leyco
Copywriter – Omer Medani

Production house – Tomorrow
Tomorrow Executive Producer – Antonio Sabatella/ Rula Bevilacqua
Director - Celia Peterson
DOP – Corrado Serri
Music: Stabbiolo Music

Date created: January 2020 2020-01-01T00:00:00+0000
Date published: 22 March 2020 2020-03-22T11:34:48+0000


  • Pocari SweatClient
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Cristiano Tonnarelli has been a Contributor since 30th January 2017.

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