Sweat Side
Gatorade
Sweat is the signature of genuine effort, and that is also the core of our idea.
What was the idea? To make Gatorade the official sponsor of Independiente’s sweat. But if sweat comes from the inside of a football jersey, not the outside, then:
How will anyone notice a logo that is inside a jersey?
Players lift the bottom part of the jersey towards their faces, revealing the inside part of the jersey to everyone. The Gatorade logo was printed upside down on the inside of the jersey, so whenever a player lifted it to wipe their sweat, the logo would be correctly seen by the fans in the stadium and those watching. A unique placement, capable of giving a sponsor brand the prominence and status of a main sponsor.
Disciplines
/ STRATEGY
/ CREATIVITY
/ SPONSORSHIP
/ BRAND EXPERIENCE
/ SOME
Collaborators
/ PRIMO
Sweat is the signature of genuine effort, and that is also the core of our idea.
WITHOUT SWEAT, THERE
WOULD BE NO GATORADE,
AND WITHOUT IT, CLUBS AND
THEIR PLAYERS WOULDN’T
BE ABLE TO GIVE THEIR BEST
TO BE VICTORIOUS.
WITHOUT SWEAT,
THERE WOULD BE NO
GATORADE, AND WITHOUT
IT, CLUBS AND THEIR
PLAYERS WOULDN’T BE
ABLE TO GIVE THEIR BEST
TO BE VICTORIOUS.
With so many brands sponsoring the world’s most popular sport, it has become crucial to consider new and innovative sponsorship alternatives for a brand to stand out in a crowded environment.
Generally, supporters don’t have their logos printed on a football jersey, sponsors do.
In the case of Independiente de Medellín, fans find logos of dairy products, beer, telecom companies, and even rum brands on the jersey—products that have less to do with football than Gatorade.
We wanted to change that and give Gatorade a place on Independiente’s jersey that would do justice to a brand so vital
to sports.
In Colombian
trends
Click Through
Rate
Reach
Impact In print publications
The idea allowed Gatorade to optimize its resources, achieving an impact comparable to that of a jersey sponsorship in Colombia.
CLIENT
GATORADE
MAY
2024
IT IS THE IDEA ITSELF, RATHER THAN ITS IMPLEMENTATION, THAT REPRESENTS THE INNOVATION OF THIS WORK. THERE IS NO TECHNOLOGY INVOLVED, NO AI, NO GADGETS.
IT IS A SIMPLE YET POWERFUL IDEA UNIQUE TO GATORADE. THE INSIDE IS THE TERRITORY OF SWEAT AND, THEREFORE, THE TERRITORY OF GATORADE.
CREDITS Client: Gatorade Agency: ISLA Brazil CEO: Ricardo John CCO: Rodrigo Grau, Ricardo John, Ariel Serkin Associate Creative Directors: Vinicius Dias & Zim Hernandez Business: Felipe Giacon Producer: Berenice Sotelo Planner: Marcus Freitas Community manager: Alice Rosa HOUSE PRODUCTION: Aleta Director: Matías Ferrari Producer: Santiago Pertusio Camera: Santiago Giardino Camera: Fernando Urdapilleta Director of Photography: Alejandro Sassone Art Director: Fernanda Bango Make up and wardrobe: Barbara Loubet Video Case Editing: Waldenstudio.co CLIENT: GATORADE COLOMBIA CMO Beverages Latam: Gonzalo Muente Latam Senior Director: Martín Watson Latam Marketing Director: Gonzalo Chigó Lab centro director (Colombia): Ecatherine Ferrer Latam Marketing manager: Andres Forero Latam Innovation manager: Guido Agazzi Latam digital manager: Mariana Gozzi Marketing manager: Alvaro Acenso Sports manager Colombia: Liliana Orozco