Cannes Lions

SPORT DRINK

JWT SAN JUAN, San Juan / PEPSICO / 2011

Presentation Image

Overview

Entries

Credits

Overview

Execution

Gatorade managed to get inside the games and reach its target, through the heart of Puerto Rico’s most beloved athlete, Jose Barea, an NBA player, delegate chosen to carry the flag, and the country’s hope for gold. We placed a strap on Barea’s chest that measured his heartbeat, respiration, temperature, and activity, and assigned the heartbeats an emotional meaning. The vitals were transmitted LIVE through television, internet, and mobile, putting Barea’s heart literally in the hands of fans during the athlete’s most emotional moments: when he carried the flag in the opening ceremony, and when he received his gold medal.

Outcome

Over 300,000 households came in contact with Barea’s emotions via television. Over 60,000 people visited the web and mobile site. Gatorade claimed the image of innovation and achieved more one on one engagement with consumers than any other brand during the games, including official sponsors. We even inspired a new nickname for Barea, “The Heart of Puerto Rico”. Our client also won the Smile for Excellence Award, the highest recognition for the region that honours those who help PepsiCo further its commitment to achieve world-class performance.

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