GATORADE, PRODUCT INNOVATION + TECH
The top ten most popular gym songs are mainly from artists who objectify and degrade women. This problem is so wide spread that most people have turned deaf to it, listening to the songs without paying too much attention to the lyrics. G Active wanted to give their consumers a more motivational listening experience for when they workout. We developed special edition headphones that transform degrading and sexist songs into empowerment workout anthems to call attention to the problem.
TBWA\CHIAT\DAY | Art Director
w/ partner Alejandra Vidal (CW), AD; Stephanie Johnson, CW; Paula Henzel, CD; Doug Menezes, CCO; Renato Fernandez
The special edition headphones recognize the top 50 workout songs and applies a “pre-recorded filter” over their insulting lyrics, creating an illusion that we’re changing them.
Once we have developed the technology, it will be integrated into G Active studios worldwide creating the first fitness classes 100% free of degrading lyrics.