Gatorade
Fuelling an iconic brand forward.
Role
Executive Creative Directors
Agency
180 Global
Two months into the ECD role, we were asked to pitch for Gatorade’s unofficial World Cup campaign featuring Messi.
After a grueling process, we emerged as the winner, which would lead to another pitch and another win for the global Gatorade account.
During our leadership, we defined the brand’s purpose, democratised its relevance to more casual athletes, and seized a cultural opportunity that ended up driving growth in key markets. As a result, the brand received 13 awards in less than two years, including a Gold Clio.
Defining its role at the world’s biggest stage.
In a tournament that would define Leo Messi’s career, we found a role for Gatorade through an inspiring message that could only come from the GOAT.
Resonating with the Joes as much as the pros.
To broaden Gatorade’s relevance beyond professional athletes, we depicted how opponents seem so much better when you are dehydrated.
Making the work shine through cultural gems.
To convince casual exercisers that they need more than water to rehydrate, we ditched the typical Gatorade endorsers and went for a regular guy with a special name: Drink Water.
