How do you measure the humility of an athlete? How do you measure his desire to succeed? How do you measure his pride during the region’s most important sports competition? Through his heart. During the 2010 Central American and Caribbean Games, Gatorade took a country on a journey, inside the heart of its most beloved athlete, Jose Barea. NBA player, delegate chosen to carry the national flag, and Puerto Rico’s biggest hope to lead the national basketball team to win the gold medal.

We placed a strap on Barea’s chest that measured his heartbeat, respiration, temperature and activity. And assigned the heartbeats an emotional meaning: euphoric, enthusiastic, excited, and calm. The vitals were transmitted LIVE through television, internet, and mobile during the athlete’s most emotional moments: while he carried his national flag in the opening ceremony, and when he carried the national team to victory and received his gold medal.

Gatorade found a way to get its name inside the games, by sponsoring the heart of Puerto Rico’s most beloved athlete, Jose Barea. An NBA player, delegate chosen to carry the flag, and the country’s biggest hope for a gold medal. We placed a strap on Barea’s chest that measured his heartbeat, respiration, temperature, and activity. And assigned the heartbeats an emotional meaning: euphoric, enthusiastic, excited, and calm. The vitals were transmitted LIVE through television and Internet, broadcasting Barea’s feelings into every household. And especially mobile, putting the brand and Barea’s heart literally into the hands of fans at the event during the athlete’s most emotional moments, two in total: when he carried the flag in the opening ceremony and when he received the gold medal.

- Over 300,000 households saw his emotions via television.

- Over 60,000 people visited the web and mobile site.

These are big numbers in a nation of just 4 million. Gatorade claimed the image of innovation and achieved more buzz than any brand during the games, without spending big dollars on an event sponsorship package.

The media coverage and PR around the campaign inspired the birth of a new nickname for Barea, "The Heart of Puerto Rico", a nickname used by major sport commentators and sports fans around the country.

PepsiCo also recognized our client by awarding them the "Smile for Excellence Award" that honors those who help PepsiCo further its commitment to achieve world-class performance. This was the highest recognition the region had ever received.

In the end, Powerade only managed to place logos inside the event, Gatorade managed to place the heart of an athlete in a country’s hands.