A number means a lot more than the digits on a jersey. It could be a goal time, bench press, personal record, you name it. So we labeled our bottles from 0-99 to tell the stories of power underneath every jersey number and empower the athletes who proudly wear them. This campaign would become a meaningful way in for athletes to tell their stories and for fans to feel their motivations. The conversation also prompted deeper storytelling from our social community on what number drives them and why.
We partnered with Alexis Sablone who would be participating in skateboarding’s first ever Olympics. In 25 years of skateboarding, heading to the Olympics was one of the last things she ever expected to do. And that’s why we loved her. Because what mattered to her most have been those 25 years.
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THE POWER OF GIVING BaCK
Then we teamed up with House of Highlights to continue our Power in Numbers storytelling. We found athletes that had gone viral— and encourage them to tell their story, but also give them the opportunity to pay it forward and help other athletes do what they love to do as well.
And let’s not forget during the earliest days of COVID, video productions were wiped out, so we improvised. Using zoom interviews with some truly inspirational athletes such as Jake Olson, who was the first legally blind NFL player or Trish Miller who started a swim school for disadvantaged youth, we let those inspirational humans go deeper on what their number meant to them using audio and dynamic graphics.
THE HaRDEST WORKING aMa EVER
When one of your star athletes is Tatyana McFadden—one of the most prolific Paralympians in history—people need to know. So we asked her to do an AMA with us during one of her workouts leading up to the Games.
IT’S NOT SPORTS WITHOUT THE FaNS
Sports during COVID was … different. The athletes kept doing their thing, but one big thing was missing. The fans. So we wanted to celebrate the power of the fans are remind our audience that sports isn’t just a game. It’s a lifestyle.
Client: POWERADE
Category: TV/SOCIAL
Agency: ANNEX ATL / havas
Creative Direction: Myself
Art Direction: ANDREY TER-GRIGORIAN, URIEL VASCO, JULIA MUELL
Copy: JAKE TANNERY, IAN HOLMES, MATTHEW FREDERICKSON, RAND ROZIER