Quit Fear.
Not Sports.
Gatorade, PRINT + SOCIAL + OOH + PODCAST
Over 80% of girls agree that if they felt failing was okay during puberty, they would keep doing the things they loved, take on more challenges and grow in confidence. Their fears can be so overwhelming, that they would rather quit than fail. Gatorade wants to show girl athletes that failing, or even the fear of failing, shouldn’t be a reason to quit playing the sports that they love.
TBWA\CHIAT\DAY
w/ partner Alejandra Vidal (CW), Senior CW; Chris Juhas, Senior AD; Ben Tolbert, CD; Mark Peters, CD; Doug Menezes, CCO; Renato Fernandez
NO SHAME IN THE GAME
No athlete can have a perfect game 100% of the time. We want to ease girls fears of failing by having female athlete share their own personal moments that they conquered. To make the content even more shareable we will create short animated videos based off of not only the athletes stories, but also stories submitted by young girls.
ACTIVATION - WHEN FEAR FADES, CONFIDENCE REMAINS
Practice is the best way to shut down fears and achieve confidence. Gatorade wants to show this with special edition athletic balls for girls. They will have phrases written on them; where specific phrases will be printed in semi-permanent ink and fade away the more they practice.
PRE-GAME PODCAST
Gatorade will create the first pregame podcast to motivate girls when they need it most, right before their game. The podcast will end with each guest sharing their own pumped-up playlist and end the session with a pep-talk. We’ll select specific moments from the long format and create bite-sized content for Snapchat.
