Cannes Lions
ELEMENT 79 PARTNERS, Chicago / GATORADE / 2005
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In 1997, severe dehydration caused pro Triathlete Chris Legh to collapse 50 meters from the finish line in a 140.6 mile race. After a 6 year hiatus, Chris visited the Gatorade Sports Science Institute, where they revised his hydration strategy, and he won the 2004 Ironman Cour d' Alehe.
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