Gatorade

The Challenge – Gatorade was already well-known as a brand synonymous with athletic performance and fueling greatness. However, there was an opportunity to highlight the idea that achieving greatness is not about shortcuts or magic but the relentless dedication and hard work athletes put in behind the scenes.

The Insight – The goal was to create a World Cup campaign that rose above the noise and captured the essence of true athletic achievement. Our strategic approach utilized playful storytelling to deliver a powerful message: the extraordinary moments on the field, exemplified by legends like Lionel Messi, are the result of relentless effort and preparation. By combining the whimsical charm of Bibbidi-Bobbidi-Boo with the dedication of soccer icons, we crafted an engaging and memorable narrative.

The Solution – I led the creative development of the #BeUnreal campaign, set to the whimsical soundtrack of Bibbidi-Bobbidi-Boo from Walt Disney’s Cinderella. The film featured soccer icons Lionel Messi, David Luiz, Sergio Ramos, and Landon Donovan, creatively emphasizing that greatness isn’t magical but earned through hard work. While the video showed the players training rigorously, the magic came to life as they dominated the field, reinforcing that the real payoff is their exceptional performance.

The Impact – The campaign resonated globally, generating over 25 million views across platforms and increasing brand engagement on social media by 15%. #BeUnreal sparked conversations about the dedication required for athletic success and reinforced Gatorade’s position as a brand that celebrates hard work and perseverance. The playful yet powerful storytelling captivated sports fans, elevating Gatorade’s presence on the world stage during the World Cup.