UP YOUR GAME
Client: Gatorade/Gatorlyte
Year: 2023
GATORLYTE is a sports drink for high-intensity training. Unofficially, its Gatorade on crack - it rehydrates much faster. It’s also a relatively new product.
Our brief was to create a hard-selling campaign to increase awareness of the product benefits while also helping differentiate it from “normal” Gatorade.
My role: concept/idea, creative direction
Together with: Leila Moussaoui
Partners: Reset Content/ Henry Schofield, Company3/Tom Poole, Carte/Ellie Johnson and The Mill.
DEHYDRATION MAKES YOU GLITCH!
Dehydration affects performance, you make mistakes you normally would not do. Even if you are a PRO. To showcase this and the role of the product in rehydration we tapped into this online trend where people mimic video-game characters IRL.
In our films, we created a playful metaphor to what you look like when you insist in training dehydrated. We have real life athletes acting like they are video game characters that are being played by ‘bad video game players’.
But we made it fancy, with a made up UI and some other fun stuff.
For the runner’s spot, we created our own video-game world drawing from some of the most known game tropes we see in open world games such as GTA.
Gatorlyte is one of the tools in her inventory. As she takes it, she replenishes her runner dignity.
A second film had the NBA superstar Jayson Tatum to play “badly” for us.
His spot taps into a bunch of recognizable elements of sports video-games such as the active player circle from NBA 2k. We also referenced to some of the most common first time players mistakes on these games.
In short, its NBA 2K meets Cyberpunk (or maybe Fortnite) meets Gatorade. :)
While the ads ran wild and wide on TV during March Madness, we had extensions online. We went back to where the inspiration for the spot came from and invited Gatorade sports partners to glitch for us and mimic our spot.
From social to film to social. Full circle.