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Gatorade Makeover Surprises High School Team

18/02/2014
Advertising Agency
New York, USA
95
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Locker room given shock NBA-style renovation in TBWA\Chiat\Day LA campaign

This weekend, all attention turned to the NBA’s elite for All Star weekend in New Orleans. However, the inner drive that pushes athletes to Win from Within is not a privilege reserved only for the pros. As proof of its commitment to devoted athletes on every level, Gatorade selected one of New Orleans’ most committed high school basketball teams: Riverdale High. The Rebels are on the brink of a playoff birth for the first time in over 20 years, despite their modest facilities. In a must win situation, Gatorade gave the team a once-in-a-lifetime experience.
On February 15th, Gatorade surprised the Riverdale High School basketball team by converting their old, run-down locker room into a meticulously designed, NBA-style professional locker room. But to keep it a surprise, Gatorade had to pull off the entire makeover undetected while the team played their critical, deciding game. NBA star Dwyane Wade also made a surprise appearance to talk about the need for constant hard work to win and to succeed as an athlete.

"The inner drive that pushes athletes to win from within is not a privilege reserved only for the pros. This initiative was proof of Gatorade’s commitment to devoted athletes on every level," said Brent Anderson, Executive Creative Director at TBWA\Chiat\Day LA.

Art Director, Tiffany Lam, addd: "Mental fortitude, focus and determination is fostered in the locker room. It’s a sanctuary for a team. And a means to getting right on the inside."

Gatorade’s call is to Win From Within. It’s a call to raise the expectations of every athlete. To be better. To reach higher. To work harder. This locker room makeover is not really a reward. It’s more of a challenge: to raise the bar. A permanent reminder to meet higher expectations," concluded Renato Fernandez, Creative Director.


Credits


Agency: TBWA\Chiat\Day LA

Chief Creative Officer John Norman

Executive Creative Director: Brent Anderson

Creative Director: Renato Fernandez

Creative Director: Gustavo Sarkis

Associate Creative Director Guto Araki

Art Director: Tiffany Lam

Associate Creative Director: Doug Menezes

Copywriter: Scott Reedy

Executive Producer: Sarah Patterson

Producer: Alicia Portner

Executive Project Manager: Karen Thomas

Account Supervisor: Kyle Webster

Account Executive: Ralph Lee

Group Planning Director: Scott MacMaster

Planning Director: Martin Ramos

Managing Director: Peter Ravailhe

Group Account Director: Blake Crosbie

Account Manager: Marc Johns

Executive Business Affairs Manager: Lisa Lipman

Broadcast Traffic: Jerry Neill


FleishmanHillard

Vice President: Courtney Quaye

Managing Supervisor Ashley Ginascol

OMD/OS

Associate Director Optimum Sports: Natalie Behrman

Supervisor Optimum Sports: Seth Frankenthal

Supervisor Digital OMD: Alexis Acker

Strategist: Michael Fee

VML

Account Director: Stephanie DeCelles

Account Supervisor: Erin Zehner

Senior Account Manager: Lauren Cochran

Senior Channel Manager: Kristin Gritt

Channel Manager: Katrina Steffensen

Production Company: Bandito Brothers 

Director: Jacob Rosenberg

Executive Producer: Suzanne Hargrove

Producer: Cassidy Lunnen

Art Director: John Gathright

Director Of Photography: Laura Merians

Editorial Company: Venice Beach Editorial 

Editor: Greg Young

Assistant Editor: Micah Chase

Assistant Editor: Cutler Gray

EP: Hunter Conner

Music ASCHE & SPENCER

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