Gatorade REPLAY
Award: Yellow Pencil
Yellow Pencil / Integrated & Earned Media / Integrated / 2011
Once athletes graduate from high school, their competitive activity declines significantly, as does their Gatorade consumption. We wanted to reignite the competitive spark among these athletes, extending Gatorade loyalty beyond their teen years. So we fuelled an opportunity every athlete dreams of – a second chance – by reuniting former high school teams to replay their original games five, ten, even 15 years later. There were thousands of submissions from teams nationwide, resulting in the formation of the Replay League. Due to demand, Replay goes international in 2011. The campaign was also selected in Earned Media.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.