GATORADE SWEAT IT TO GET IT

STRATEGY
It’s not everyday a company tells people not to consume their product.

OVERVIEW
As a brand literally built on perspiration, we brought an idea to Gatorade to flip the messaging on its head. Gatorade is an athlete The message was clear: you shouldn't be drinking this if you're not moving. It was our way of embracing sport to the fullest, by exclusion. So next time you want a Gatorade, ask yourself if you've earned it. 

EXECUTION
We set up 15 hidden cameras in a gas station. Any time someone wanted to buy a Gatorade, our clerk (comedian Rob Belushi) would refuse to sell it to them unless they were sweating, or willing to sweat. We wanted real reactions so we didn’t tip people off. Our marks were then greeted by Peyton Manning dressed as the gas station manager, or Cam Newton in a full sweat as himself. Lessons were given on sweat equity.

PROCESS
We built it like a hidden camera reality show disguised as an ad, so we brought on film and tv comedy director Jody Hill. We put earbuds in Peyton and Cam's ears and fed them jokes and provocations on the fly while we hid in a back room watching the monitors. It was a mix of scripted comedy, improv, and unsuspecting people just trying to buy Gatorades.

RESULTS
The success of this campaign led to a multi-year campaign with the brand running for three consecutive years. These were the stats for this initial effort:
23.3 million online views, 13% lift in purchase intent from athletes, 17% increase identifying Gatorade as a performance-improving sports drink.

Recognition:
Cannes Lion Silver/ Promo & Activation
Cannes Lion Bronze / Branded Entertainment
Cannes Lion Bronze / Promo & Activation
Cannes Lion Shortlist x 5
Clio Bronze / Social
Clio Shortlist / Short form
Clio Sport Gold / Partnerships & Endorsements
Clio Sport Silver / Short Form
D&AD Wood Pencil / Branded Entertainment Film
New York Festivals / Third Prize Award / Digital
Webby Honoree / Short Form
Adweek #2 Most Read Advertising Story of the Year

Role: Associate Creative Director, TBWA Chiat Day
Director: Jody Hill, Caviar