Gatorade helps you to exceed your own limits, to “challenge yourself”. The rotating pillar provided the perfect possibilities to illustrate this message in an extremely impressive manner. We see the handover of the baton at a relay race. Through the turning movement of the pillar we realise: the athlete passes the baton on to himself. The idea is tailored perfectly to the special qualities of the medium.

The advertising pillar allowed us to show the product’s effectiveness and at the same time, it enabled us to raise awareness. It managed to attract a great amount of attention from the target group. Especially young active people reacted in a positive way.Overall, in 2004, Gatorade sold 60 million litres of Gatorade in Germany.