TASK

Gatorade wanted to position their drink as the pre-eminent source of re-hydration. Other drinks are inferior and water alone is insufficient as it doesn’t contain the necessary minerals that are lost during exercise.

SOLUTION

Our message was simple - ‘If you don’t rehydrate properly you won’t last long.’

To bring this promise to life we commissioned world famous ice sculptor ‘Kenji’ to create a series of life size ice sculptures. The sculptures portrayed famous sports people and were strategically placed in and around sports stadiums, recreational centres, universities and sportswear shops. 

As the sculptures rapidly melted (simulating athletes sweating) our audience got a live demonstration of the effects of not re-hydrating properly, thereby reinforcing the need to drink Gatorade.

This unique campaign was extremely successful, drawing media attention from major TV news channels and newspapers around Australia.