Cannes Lions

G Active | Gatorade

TBWA\CHIAT\DAY, Los Angeles / GATORADE / 2017

Awards:

1 Gold Cannes Lions
1 Silver Cannes Lions
1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

To introduce Gatorade’s new active water to the world, we developed a completely new technology capable of generating a visual and literal representation of an active water. The ingenious installation combines art, photography and science to synchronize tiny droplets of G-Active so that together they form a character that jumps, runs and even kicks a punching bag. The end result is both stunning and quite poetic.

"Making Water Active" is a video where we show our audience how we were able to pull it off.

Execution

In order to pull this off, Gatorade created an intricate water rig from scratch, using mostly custom parts. The rig releases thousands of millimetric G-Active droplets in a millisecond forming a 3-D character. This rig is synchronized with a lighting system, which is also synchronized with a large-format digital camera that captures the frames and generates a stop-motion animation of this human-like water character coming to life. It was all done for real, with no tricks.

Outcome

The global campaign launched in Mexico in March 2017. It is helping drive positive sales growth for G Active there and we anticipate similar success in other markets currently launching the campaign: Latin America, Asia and Australia.

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