Cannes Lions

GATORADE

TBWA\CHIAT\DAY , Los Angeles / GATORADE / 2014

Case Film
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Case Film

Overview

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Credits

Overview

Description

Challenge/Objective:

To enhance Gatorade’s connection not only with pros but also with high school athletes and amateurs in every level.

The Strategy:

During All Star Week, while all eyes focused on the NBA teams in New Orleans, Gatorade turned their focus to a different team, 7 miles away from the big game.

Execution :

On February 15, 2014, Gatorade surprised the Riverdale basketball team by converting their old, run-down locker room into a meticulously designed, NBA-style professional locker room.

But to keep it a surprise, Gatorade had to pull off the entire makeover undetected while the team played their must-win game. Post-game, the team walked into their new locker room, and as a second surprise, were greeted by Dwyane Wade who shared his wisdom on the importance of preparation and post-game recovery.

There were seven media outlets in attendance including MTV, Turner, SLAM, Black Sports Online and 3 local broadcast stations.

Post-event, the PR team pitched still photos and video assets to media nationwide.

Execution

During NBA All-Star Weekend in New Orleans, on Saturday, February 15, Gatorade conducted a surprise locker room makeover at Riverdale High School.

In the midst of the school’s second best boys basketball season in program history, Gatorade renovated the varsity locker room during their last home game of the season.

Post-game, the team walked into their new locker room, and as a second surprise, were greeted by Dwyane Wade who shared his wisdom on the importance of preparation and post-game recovery.

Outcome

In only 72 hours the video had over 1,000,000 views on

Youtube. Tens of thousands of positives commentaries from the target audience all over social media.

121 stories told. Ad value: U$ 1,806,464

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