Powerade Film The Corner by Wieden + Kennedy Portland

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The Corner

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Industry Soft Drinks
Media Film
Market United States
Agency Wieden + Kennedy Portland
Executive Creative Director Susan Hoffman, Mark Fitzloff, Joe Staples
Creative Director Scott Kaplan, Erik Fahrenkopf, Max Stinson
Art Director Cameron Soane
Copywriter Wayne Kasserman
Production Iconoclast
Director Romain Gavras
Service Agency The Mill
Released October 2016


Cannes Lions 2017
Film Craft Film Craft: Cinematography Bronze Lion
Film TV / Cinema Film: Non-Alcoholic Drinks Bronze Lion

Credits & Description

Title: The Corner
Agency: Wieden+Kennedy
Brand: Powerade
Country: USA
Entrant Company: Wieden+Kennedy, Portland
Advertising Agency: Wieden+Kennedy, Portland
Pr Agency: Fast Horse, Minneapolis
Production Company: The Mill, Los Angeles / Lime Studios, Santa Monica / Ps 260, New York / Iconoclast, Culver City
Additional Company: Powerade, The Coca-Cola Company, New York
Head Of Production: Ben Grylewicz (Wieden + Kennedy)
Executive Creative Director: Joe Staples (Wieden+Kennedy)
Executive Creative Director: Mark Fitzloff (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman (Wieden+Kennedy)
Creative Director: Erik Fahrenkopf (Wieden + Kennedy)
Creative Director: Max Stinson (Wieden + Kennedy)
Creative Director: Scott Kaplan (Wieden + Kennedy)
Art Director: Cameron Soane (Wieden + Kennedy)
Copywriter: Wayne Kasserman (Wieden + Kennedy)
Agency Producer: Jennifer Fiske (Wieden + Kennedy)
Strategic Planning: Henry Lambert (Wieden + Kennedy)
Strategic Planning: Jacob Sperla (Wieden + Kennedy)
Account Team: Analysa Cantu (Wieden + Kennedy)
Account Team: Michael Dalton (Wieden + Kennedy)
Account Team: Rob Archibald (Wieden + Kennedy)
Project Manager: John Radaza (Wieden + Kennedy)
Director: Romain Gavras (Iconoclast)
Director Of Photography: Rodrigo Prieto (Iconoclast)
Executive Producer: Charles-Marie Anthonioz (Iconoclast)
Editor: Walter Mauriot (Ps 260)
Vfx Production: Daniel Midgley (The Mill)
Vfx Production: Rani Melendez (The Mill)
Client: Sue Kim (Powerade)
Entry Summary:
By running this work during the Rio 2016 Olympic Games, we hoped to remind young athletes everywhere that no matter the obstacle in life, with the right mindset, you can power through.
At the end of each boxing round, a trip to the corner transports an Olympic boxer back home, to one of the toughest neighborhoods in America, to tell the story of a young kid learning to fight his way through his obstacles, and how using those memories allowed him to overcome his exhaustion and win the fight of his life. Featuring Olympic boxer Shakur Stevenson, this film aimed to transcend sport and become social commentary, delivering a message of determination and hope to inspire a new generation of athletes from the inner cities.