FUELING BUZZ by J. Walter Thompson San Juan for Gatorade

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FUELING BUZZ

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Industry Soft Drinks
Media Film
Market Puerto Rico
Agency J. Walter Thompson San Juan
Art Director Andrés Justo
Producer Amado Martínez
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Branded Content & Sponsorship Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Advertiser: PEPSICO
Product/Service: GATORADE
Agency: JWT SAN JUAN, PUERTO RICO
Advertiser PEPSICO
Product GATORADE
Entrant JWT SAN JUAN, PUERTO RICO
Type of Entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Title: FUELING BUZZ
Advertiser/Client: PEPSICO
Product/Service: GATORADE
Entrant Company: JWT SAN JUAN, PUERTO RICO
DM/Advertising Agency: JWT SAN JUAN, PUERTO RICO

Vice President Regional Creative Director: Jaime Rosado (JWT San Juan)
Asociate Creative Director/Copywriter: Lizette Morazzani (JWT San Juan)
Art Director: Andrés Justo (JWT San Juan)
Sound Engineer: Carlos Dávila (JWT San Juan)
Production Agency: Production Agency (Latitude Films)
Producer: Amado Martínez (Latitude Films)
Director/Editor: Joel Pérez (Latitude Films)



Results


Gatorade’s involvement managed to make the Center’s small 5k event big news. They managed to transfer the buzz from one event to the other using the triathletes. This resulted in the 5k making the front page of the country’s #1 newspaper and in coverage from other major newspapers and news channels. The kids became stars themselves since they formed part of the race thanks to the assistance the triathletes provided. Gatorade also achieved to convert this action into a single big media-generating event which will launch next year. The video was shared via mail and Facebook helping promote the Center.



Creative Execution


On December 11, 2011 hundreds of triathletes, including the top ranked men and women triathletes, participated in the GATORADE CONTENDER TRIATHLON. At 7:00am TV cameras and reporters followed these athletes as they pushed their bodies to the limit and swam 1.9 kilometres, rode 90.1 kilometres, and ran 21.1 kilometres until they reached the finish line. But amazingly the athletes didn’t stop here, and more importantly, neither did the reporters who followed these athletes as they went on to another location for their second event: the Maria de los Angeles 5k Race. There, the athletes accompanied kids with severe mobility issues for an additional 5 kilometres having the cameras and reporters cover every step of the way. All of this was also filmed and posted the next day on Gatorade’s Facebook page where it was seen by Gatorade’s numerous followers and shared, further spreading the buzz about this small event.




The María de los Ángeles Center is a local organization that helps kids with severe mobility issues. On December 11, 2011, they were going to launch their first fundraiser: a 5 kilometre race. Gatorade received a request to sponsor their event. They quickly realised that the 5k was on the same day as their most important event: The Gatorade Contender Triathlon an event with a BIG reputation. It’s the biggest triathlon in the country, it airs on national television, has elite triathletes as their main participants, and it’s backed by the Gatorade brand, giving credibility to the sport event and media buzz. The Center’s 5k race had little or no reputation. They had zero credibility for creating sports events and little or no media coverage potential. Gatorade knew the media’s eyes would be on their event so they decided to help. By not donating a sponsorship but donating: media buzz.