To see how far Cam would go to regain his winning edge, we sent him to the other side of the world—15,942.16 kilometers to be exact—to live, train and sweat with the Richmond Tigers of the Australian Football League. We documented his journey capturing everything from his arrival to his struggles to his renewed sense of optimism. Like the phoenix, Cam would strip himself down to nothing only to rebuild himself up to create a story that embodied the never-quit attitude of what it truly means to “Win from Within.”

For one week in July, Cam completely immersed himself in Australian Rules Football. We created a four-minute film on his journey, and released it on both Facebook, Twitter and YouTube on September 8th, 2016 at the start of the NFL season to capitalize on social conversations around Cam and the sport.

Results for the brand:

• 212, 800, 600 global impressions

• 186 global earned media placements

o 87 Australian placements

o 138, 393, 396 Australian impressions

• Message pull through and tonality

o 98% positive stories

o 89% Gatorade mentions

• 3.1 million video views

Results for Cam:

• Career High Quarterback Rating

• First MVP Trophy

• First Super Bowl Appearance