W+K Amsterdam Tells Amazing Stories for Powerade

Today Powerade, the official sports drink chosen by FIFA, unveils “There’s Power in Every Game,” ahead of 2014 FIFA World Cup™. The campaign, created with Wieden+Kennedy Amsterdam, includes television commercials, print/out-of-home, documentary-style films, and for the first time global digital activation that hero real players - celebrating the sweat, hard work and determination it takes to overcome adversity and power through.  

Spanish Professional Footballer, Andrés Iniesta, who memorably scored Spain’s winning goal in the 2010 FIFA World Cup™ is the face, of the campaign which is also supported by stories of five amateur athletes from around the world. All of the athletes have overcome challenges in their lives and in the process have lifted their teammates, rallied supporters and inspired communities through their dedication and achievements in the sport.  

The central documentary in the series, first revealed last week in New York at the Kicking + Screening Football Festival, is that of American athlete Nicolai “Nico” Calabria. The film follows Nico, born with only one leg, as he grows up and defies expectations; redefining possibility. Incorporating hours of home video footage edited with live action film, Nico’s documentary portrays the raw and inspiring willpower of a young man who refuses to let any challenge stand in his way. 

“Nico’s story is one of unwavering determination,” said Brynn Bardacke, Global Group Creative Director for Powerade. “He truly embodies what we mean when we say there’s power in every player and power in every game.”

Nico’s documentary is being streamed globally on Powerade’s YouTube channel and will appear as a television commercial in select markets. Four additional athlete documentaries, including Marcelo Schmidt (Brazil), Haboubakar Amadou Conde (Brazil), Erik Flores (Spain) and Karlota Planas (Spain) are also available to stream now on Powerade’s YouTube channel.

“There’s Power in Every Game” will launch in close to 40 markets worldwide ahead of the FIFA World Cup™ in Brazil including the US, Mexico, Brazil, Canada, Japan, South Africa and South Korea.

Credits

CLIENT

Jonathan Mildenhall: Senior Vice President, Integrated Marketing Content & Design Excellence

Brynn Bardacke: Global Group Creative Director

Andra London: Global Communications Manager

Rachel Holbrook: Global Director, Film Production

Agency: WIEDEN+KENNEDY AMSTERDAM

Executive Creative Director: Mark Bernath & Eric Quennoy

Creative Director: Alvaro Sotomayor & Rosie Bardales

Art Director: Mike Bond

Copywriter: Bernard Hunter 

Head of Broadcast Production: Erik Verheijen

Broadcast Producer: Tony Stearns, Lars Fabery de Jonge

Planner: Ben Armistead

Group Account Director: Kirk Johnson

Account Director: Courtney Trull

Account Manager: Alex Allcott

Art Buyer: Maud Klarenbeek

Project Manager: Stacey Prudden 

Business Affairs: Emilie Douque

PRODUCTION COMPANY: CAVIAR LOS ANGELES

Director: AG Rojas

Director of Photography: Frederick Backar & Michael Ragan

Producer: Geoff McLean

Executive Producer: Michael Sagol & Jasper Thomlinson

EDITING COMPANY:Whitehouse Post London

Editor: Russel Icke, Charlie Harvey

AUDIO POST: WAVE AMSTERDAM

Sound Designer/Mixer: Alex Nicolls-Lee

MUSIC TVC

MUSIC Nico Doc: Schmooz France

Victor Butzelaar

Artist / Title Nico film: Sanj SEN – Powerade 2014 Composition

Victor Butzelaar – Nico Piano Composition

Music Company Nico Docu ULTRASCHMOOZ

Record-Play: Victor Butzelaar

POST PRODUCTION: GLASSWORKS AMSTERDAM

Flame: Kyle Obley, Jesper Nybroe, Bob Rojien

3D: Tim Bolland, Simon Glas, Eva Kuehlmann

Telecine: Scott Harris

Producer: Armand Weeresinghe

PRINT PRODUCTION

Photographer: Levon Biss

Photographers agent: Seamus O’Cleary @ Bonakdar Cleary

Production Company: Widescope Productions