jayanta jenkins

Gatorade

Fixation

The Challenge – Gatorade was already celebrated for its ‘Win From Within’ ethos, emphasizing that true athletic success comes from inner strength and perseverance. However, there was an opportunity to delve deeper into the mental and physical struggles athletes face, highlighting the unrelenting drive required to push past obstacles and excel.

The Insight – The goal was to craft a campaign that resonated beyond athletes, connecting with a broader audience by authentically portraying the internal struggles and moments of doubt athletes face. Our strategic approach used relatable and vivid storytelling to illustrate these pivotal moments, highlighting that it is the overcoming of such challenges that defines true greatness and aligns with Gatorade’s message of inner resilience

The Solution – As the creative lead, I developed and executed the narrative for the ‘Fixation’ campaign, which featured NBA superstars Kevin Durant and Dwyane Wade. The story captured those intense moments when athletes feel just a step behind—unable to move fast enough, jump high enough, or react quickly enough. By showcasing their relentless drive to conquer these challenges, the campaign highlighted the essence of ‘Win From Within.’ The visually striking campaign emphasized the grit and determination required to succeed, inspiring athletes and fans to reflect on their own journeys.

The Impact – ‘Fixation’ ignited cultural conversations around the physical and mental hurdles athletes face, inspiring fans and athletes to share personal stories of perseverance on social media. The campaign reinforced Gatorade’s role as more than just a sports drink but as a symbol of resilience and inner strength. It boosted social media engagement by 20%, generated over 30 million views across digital platforms, and received widespread acclaim for its authentic and powerful portrayal of the athlete’s journey.