The Challenge

Get a group of teen athletes notorious for eating junk food, to care enough about what they put in their body to use Gatorade’s sports nutrition products. 

The Insight

Like most teens in the U.S., these athletes have big egos and will do anything to look good in front of their friends.   

The Idea

We used Facebook and media partnerships to amplify the teen athlete’s performance. While they played on the field, their performances played out in the social space. Teammates, hometowns, fans and rivals once separated by fields and bleachers, were now all connected—creating a 360-degree game experience. Then, we let peer pressure do its thing. The athletes didn’t want to look bad in front of their new audience, so it forced them to pay more attention to anything that might affect how well they performed—including how they fueled their body. 

CREDIT//

Group Creative Director: Tony Snethen

Associate Creative Director: Allison Pierce

Senior Art Director: Rob Kaszuba

Associate Art Director: Amanda Laffoon

Senior Copywriter: Bryan Mohr