Gatorade Ambient, Design & Branding G Active by TBWA\Chiat\Day Los Angeles

G Active

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Industry Soft Drinks
Media Ambient, Design & Branding
Market Mexico
Agency TBWA\Chiat\Day Los Angeles
Chief Creative Officer Renato Fernandez
Associate Creative Director Bruno Acánfora, Ariel Abramovici
Released March 2017

Awards

Cannes Lions 2017
Digital Craft Form: Image; Sound; Aesthetic: Video / Moving Image Gold Lion
Design Design Craft: Motion Graphics Design & Animation Silver Lion

Credits & Description

Title: G Active | Gatorade
Agency: Tbwa\Chiat\Day
Brand: Gatorade
Country: USA
Entrant Company: Tbwa\Chiat\Day, Los Angeles
Advertising Agency: Tbwa\Chiat\Day, Los Angeles
Media Agency: Omd Usa, Chicago
Production Company: Tbwa\Chiat\Day, Los Angeles / Union Editorial, Los Angeles / Lime Studios, Santa Monica / Mpc La, Culver City / Unit 9, New York
Chief Creative Officer: Renato Fernandez (Tbwa\Chiat\Day Los Angeles)
Global Creative Director: Doug Menezes (Tbwa\Chiat\Day Los Angeles)
Associate Creative Director: Bruno Acanfora (Tbwa\Chiat\Day Los Angeles)
Associate Creative Director: Ariel Abramovici (Tbwa\Chiat\Day Los Angeles)
Executive Director Of Production: Brian Orourke (Tbwa\Chiat\Day Los Angeles)
Managing Director: Jerico Cabaysa (Tbwa\Chiat\Day Los Angeles)
Global Brand Director: David Mckenzie (Tbwa\Chiat\Day Los Angeles)
Global Brand Manager: Gabi Marino (Tbwa\Chiat\Day Los Angeles)
Group Planning Director: Scott Macmaster (Tbwa\Chiat\Day Los Angeles)
Global Planning Director: Martin Ramos (Tbwa\Chiat\Day Los Angeles)
Execution:
In order to pull this off, Gatorade created an intricate water rig from scratch, using mostly custom parts. The rig releases thousands of millimetric G-Active droplets in a millisecond forming a 3-D character. This rig is synchronized with a lighting system, which is also synchronized with a large-format digital camera that captures the frames and generates a stop-motion animation of this human-like water character coming to life. It was all done for real, with no tricks.
Strategy:
Our task was to launch G Active as an enhanced hydrator because of what it contains in a way that is impactful to our audience and differentiated from the competition. Our audience is fitness exercisers who predominately believe that water is all they need when they work out.To be at their best, many active bodies need a hydrator that not only quenches their thirst but also helps replace what they lose when they sweat when exercising. They need a hydrator that’s been designed for their active lives.
Outcome:
The global campaign launched in Mexico in March 2017. It is helping drive positive sales growth for G Active there and we anticipate similar success in other markets currently launching the campaign: Latin America, Asia and Australia.
Campaign Description:
To introduce Gatorade’s new active water to the world, we developed a completely new technology capable of generating a visual and literal representation of an active water. The ingenious installation combines art, photography and science to synchronize tiny droplets of G-Active so that together they form a character that jumps, runs and even kicks a punching bag. The end result is both stunning and quite poetic."Making Water Active" is a video where we show our audience how we were able to pull it off.
Synopsis:
Gatorade has been pioneering sports hydration for over fifty years. Their level of expertise, scientific knowledge, product development and innovation are unrivaled in the industry. They are uniquely positioned to understand the specific and important demands that exercise places on the body.Based on a deep understanding of what active bodies need to be at their best, they developed G Active, an electrolyte water that provides enhanced hydration by helping replace what's lost during exercise. G Active supports the active, balanced lives of fitness exercisers who think carefully about what they put in their bodies and manage to keep fitness a priority.