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Bronze Winner

Digital — Branded Content

Entrant: VML, Kansas City

"Everything to Prove"

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Description of the Project

Introduction of G Series designed to fuel an athlete before, during and after a workout or game, Gatorade went beyond sports hydration and into the world of sports nutrition. Our target, teen athletes, didn't view sports nutrition as important to their performance.

Convince teen athletes that everything they put in their bodies is fuel that can help them get to the next level.

We recruited 15 of the top NFL Rookie prospects to incorporate proven fueling habits into their training programs to see how it would help them overcome one of the toughest challenges in sports today: The road from NFL prospect to NFL pro.

As the Rookies saw results in their performance, they became sports nutrition advocates themselves and began tweeting and facebooking directly with their fans.

This resulted in 8 million Facebook impressions and 31 million Twitter impressions.

Episode views of the web series reached 9.1 million.

The program earned an additional 229.6 million earned media impressions.

93.5% of teens found the content to be appealing and 80.5% found it to be relevant to their training and nutrition habits.

Everything to Prove became the most watched and talked about content program in the history of the Gatorade brand.

PR Agency: Fleishman-Hillard, Chicago Media Agency: OMD, New York Optimum Sports Strategy Supervisor: Joshua Farber Optimum Sports Account Director: Bryan McAleer Optimum Sports Director: Tom McGovern Gatorade Branded Entertainment Consultant: Kim Friesl Gatorade Director of Branded Entertainment: Jill Kinney Gatorade Global Director of Digital Strategy: Randall Brown Gatorade Director of Global Marketing: Lauren Fritts NFL Films Directors: Jay Jackson/Steve Trout Contributing Companies: NFL Films, Mount Laurel/Optimum Sports, New York Executive Producer: Brian O'Rourke (TBWA\Chiat\Day) Managing Director, Client Services: Chuck Searle Agency Producer: Tyler Smith Art Directors: Alison Radke/Katelyn Carson Senior Art Director: Chad Green Senior Copywriters: Joel Henning/Allison Pierce Associate Creative Director: Nick Allegri Associate Director/Branded Content: Aaron Evanson Managing Director/Branded Content: John Godsey Group Creative Director: Tony Snethen Chief Creative Officer: Debbi Vandeven Agency: VML, Kansas City Corporate Name of Client: Gatorade

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