Serious athletes aren’t just whistle-to-whistle athletes. Their games go beyond the field into the trainers’ office, the ice bath and even onto the couch. Gatorade Recover products are made for these “24/7” athletes.

24/7 athletes know their body needs to recover after hard training and games and protein is a part of that process. For those who didn’t know that yet, we needed to educate them that recovery moments off the field are just as important as making epic plays on it.

To do it, we broke the tone of traditional sports advertising and glamorized the least glamorous moments in sports. We took our best athletes and showed them literally doing nothing but sleeping or recovering their bodies to lullaby, Muzak and 8-bit video game versions of Queen’s iconic, “We Are the Champions.” Our campaign line, “When it’s not game-time, it’s recover-time” helped further differentiate the products from classic Gatorade.

We leveraged real “Game Time” moments in culture to showcase our “Recover Time” content. Showing the recovery periods behind our athletes’ real performances on the field allowed us to weave our message into existing cultural conversations around our athletes.

As Cam Newton was leading the Carolina Panthers to the NFL Playoffs, we showed how Cam and his teammates cooled their muscles postgame in the film "Lucky Tank."

As Paul George played in the 2016 NBA All-Star Game, we showed that his postgame recovery had just as much flair as his on-court performance with the film "Too Much Fashion."

As the MLB's reigning MVP Bryce Harper prepared for the 2016 season in spring training, we showed how he recovered in the locker room with the film "Needs Ice."

In addition to TV and YouTube, The campaign garnered 150 earned media placements across key sports media outlets targeted to our audience such as Fox Sports, SLAM, Sports Illustrated, NBA.com, SB Nation, CBS Sports, ESPN Milwaukee and Chicago Sun-Times resulting in 152,449,818 media impressions and $3,019,183 in ad value.