THE HEART OF PUERTO RICO by J. Walter Thompson San Juan for Gatorade

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THE HEART OF PUERTO RICO

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Industry Soft Drinks
Media Design & Branding
Market Puerto Rico
Agency J. Walter Thompson San Juan
Art Director Andrés Justo
Released July 2010

Credits & Description

Category: Logo Design
Advertiser: PEPSICO
Product/Service: GATORADE
Agency: JWT SAN JUAN
Date of First Appearance: Jul 18 2010
Entrant Company: JWT SAN JUAN, PUERTO RICO
Vice President/Regional Creative Director: Jaime Rosado (JWT San Juan)
Art Director: Andrés Justo (JWT San Juan)
Media placement: T-Shirt - Games Stadiums - July 18, 2010

Describe the brief from the client
Background: Gatorade launched a patriotic campaign during the Central American and Caribbean games that took a country inside the heart of its most beloved athlete, Jose Barea, an NBA player, delegate chosen to carry the flag, and the country’s hope for a gold medal. We placed a strap on Barea’s chest that measured his heartbeat, respiration, temperature, and activity, and assigned the heartbeats an emotional meaning. The vitals were transmitted LIVE through television, internet, and mobile during his most emotional moments: when he carried the flag in the opening ceremony, and when he received his gold medal.

Describe the challenges and key objectives
The Central American and Caribbean Games, the region’s most important sports competition, were key to Gatorade. Powerade, its main competitor, was an official sponsor and Gatorade was not, so they presented the following challenge: based on the heart of Puerto Rico campaign, look, for a way to place Gatorade branding inside the games without stepping on the events physical grounds. And make Gatorade seem like an official sponsor and patriotic supporter of the Puerto Rican team.

Describe how you arrived at the final design
We created a patriotic version of the Gatorade logo printed on a t-shirt. The logo was based on Puerto Rico’s national flag and on the Gatorade’s Heart of Puerto Rico campaign. The Gatorade Bolt replaced the star of the flag and was strategically placed on the left side, where the heart is. The t-shirts were handed out close to the premises of the games and we’re given as gift with purchase of the Gatorade product.

Give some indication of how successful the outcome was in the market
Fans flocked to the stadiums during the opening ceremony and basketball games wearing their t-shirts, demonstrating their patriotism and support towards Barea. This simple piece of clothing served as branding inside the games, overcoming the obstacle of not being an official sponsor and not being able to place logos on the event’s grounds.