Sir Mary Brings Dryll's «Fueling Insanity» to the World
The Zurich-based agency Sir Mary, as the new lead agency, is launching the global brand platform «Fueling Insanity» for Dryll—the Berlin-based hydration brand founded by World Cup champion André Schürrle. The campaign kicks off with a manifesto film and an out-of-home campaign in Switzerland and Germany.
Insanity as a Brand Promise: Dryll and «Fueling Insanity»
Why do people run 240 kilometers nonstop? Why do they get up at three in the morning to train? Dryll has an answer to exactly these questions—and the Zurich-based agency SiR MaRY has developed a global brand platform based on them called «Dryll Fueling Insanity.» The Berlin-based hydration brand, founded by World Cup champion André Schürrle and entrepreneur David Rost, provides endurance athletes with the specific electrolytes their bodies lose during extreme physical exertion. As the lead agency, SiR MaRY is responsible for strategic and creative brand development—from positioning and communication to the development of new endurance event formats.
According to the company, Dryll is one of the fastest-growing high-performance beverages in Europe. Some of the world's best ultra-runners are already serving as brand ambassadors.
«Fueling Insanity»: Function Meets Attitude
With «Fueling Insanity,» SiR MaRY picks up where endurance sports become madness for outsiders: at the moment when the body wants to give up and reason no longer plays a role. The platform combines the product’s specific function—delivering the necessary electrolytes to the body under extreme stress—with an uncompromising attitude. Dryll thus clearly positions itself on the extreme end of endurance sports, for people who are constantly pushing their limits further and further.
Manifesto Film and Out-of-Home Campaign
The campaign kicks off with a manifesto film that will be released worldwide across all digital and social media channels. It tells the story from the perspective of athletes who are considered crazy by the outside world:
At the same time, an out-of-home campaign is promoting the «Fueling Insanity» platform in Germany and Switzerland—using a radically minimalist visual and text concept. In addition, the «99 Laps» elimination race—developed specifically for Dryll—was launched at the end of July 2026. This endurance race, featuring an unprecedented racing format, took place at the Zollverein UNESCO World Heritage Site in Essen and attracted athletes from around the world. More information about the event is available at www.99laps.com available.
Person in charge at Dryll: David Rost (Board Member/Initiator), Kathrin Reichelt (Creative Lead) Responsible at Sir Mary: Adrian Merz (Executive Creative Director), Luca Schöbi (Creative Director), Tobias Röben (Creative Director), Sebastian Bouchareb (Senior Copywriter), Daniel Zuberbühler (Managing Partner) Person in charge at video store: Alex Göke (Director), Moritz Matlik (Director of Photography), Leonidas Befeldt (Editor), Leonard Leis (Managing Director & Executive Producer), Johannes Böttge (1st Assistant Director), Melis Celebi (Cast Coordinator), Franz Deutschmann (1st Assistant Camera), Christoph Michele (2nd Assistant Camera), Ziya Yildirim (Camera Trainee), Samuel Smelty (Photographer), Felix Schüler (Grip), Leo Kuhn (Gaffer), Tim Fischer (Electrician), Marc Fielk (Production Design), Rene Olszowka (Art Director), Olaf von Friderici (Set Dresser), Berlin-Loc (Location Management), Bassam Ibrahim (Runner/Driver), bEpic (Post-production & VFX), Marc Morató (Colorist), Staubaudio (Music & Sound Design)
