Cannes Lions

Usain Bolt | The Boy Who Learned To Fly | Gatorade

TBWA\CHIAT\DAY, Los Angeles / GATORADE / 2017

Case Film
Film
Film

Overview

Entries

Credits

Overview

Description

The idea was to tell a more in-depth story of Usain Bolt that would be animated - just like Usain’s personality. We chose to make people aware of the fact that the Usian Bolt that people know – “the fastest man in the world” and “multiple gold medal winner” - almost never happened. The story is based on real moments in Usain’s life, but the focus is of a moment when his mother gave him some needed advice before his first big international race as a teenager - a race that he did not want to run. The advice allowed him to run free of the pressure and expectation he was under. The joyful, fun-loving Usain we see at races today was made in that moment.

Execution

We created an animated film based on real moments in Usain’s life. It launched in July 2016 and ran online (Facebook, Twitter, Youtube) and in theaters. We treated this film launch like any other Hollywood blockbuster release and created teasers, trailers, movie posters and swag.

Outcome

The film garnered nearly 20 million views across all social channels.

The film was accepted into film festivals and was recently nominated for an Emmy.

The Gatorade “For the Love of Sport” campaign was named the third most liked campaign around the time of the Olympics. (source Ace Metrix)

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