Gatorade Digital, Case study Gatorade Hydration Machine by VML Kansas City

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Gatorade Hydration Machine

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Industry Soft Drinks
Media Digital, Interactive & Mobile, Case study
Market United States
Agency VML Kansas City
Creative Group Head Derek Clark, Glen Scott
Chief Creative Officer John Godsey, Debbi Vandeven
Associate Creative Director Scott Lichtenauer
Executive Creative Director Tony Snethen
Senior Art Director Zac Greason
Copywriter Robert Abasolo
Released July 2016

Credits & Description

Title: Gatorade Hydration Machine
Client: Gatorade
Brand: Gatorade
Agency: VML
Category: Digital
Individual credits:
Debbi Vandeven VML Global Chief Creative Officer
John Godsey VML Chief Creative Officer, NA
Tony Snethen VML Executive Creative Director
Glen Scott VML Group Creative Director
Zac Greason VML Senior Art Director
Derek Clark VML Group Creative Director
Scott Lichtenauer VML Associate Creative Director
Robert Abasolo VML Copywriter
Ian Davidson VML Managing Director, Brand Planning
Mark Renken VML Senior Planner
Stephanie DeCelles VML Group Director, Client Engagement
Melissa Ide VML Director, Client Engagement
Kate Lemere VML Senior Account Manager
Tyler Smith VML Executive Producer
Lara Hurnevich VML Producer
Jennifer Schmit Gatorade Director, Gatorade Partner Services
Rachel Nimmons Gatorade Digital Lead, Gatorade Partner Services
Nick Lopezzo Gatorade Senior Manager, Gatorade Partner Services SAME
Brian Palmer Surround Director
Wei Lu Surround Lead VFX & CGI Animation
Launch date: July 1, 2016
One of the biggest dangers for athletes is dehydration. But athletes don’t always pay attention to it. They often fail to listen and retain information on nutrition, even though it’s crucial to their performance. Gatorade wanted to illustrate hydration in a new way that’s both engaging and memorable. The human body is often compared to a machine, so Gatorade brought that metaphor to life. Using CGI, an original kinetic machine was designed to illustrate the science of the body’s hydration – and lack thereof – in a simple, dynamic way.