GATORADE 2019 MARCH MADNESS CAMPAIGN

Campaign: In 2019 Gatorade tasked us with creating a strategy and campaign focused on answering one question: How can we be disruptive in the men’s and women’s March Madness tournaments when we are not the official sports drink?

We landed on an idea to create buzz around each of their sponsored schools who made it to the Sweet 16. To do this, we worked closely with their sports marketing and product teams to physically rebrand and rename Gatorade product specifically for those schools who made it to the round of Sweet 16.

We created new labels donning names like “Ducks Green Apple” and “Cool Blue Devil” and sent physical product as seeding kits to those players and a few lucky students. We then posted these animations to the Gatorade IG, IG Story and Twitter channels, and also had support from each school to post their owned channels simultaneously. We also used UGC to drive continued conversation as the tournament went on.

From concept through execution, this all happened in a span of about 5 days.

Creative Direction: Pat McCaren

Art Direction: Jake Hollomon

Animation: Martin Warszawski, Jake Hollomon

Production: Devin Brown