When Jordan Brand created a collection celebrating Michael Jordan’s career that leveraged Gatorade’s iconic Be Like Mike campaign, Jordan Brand was poised to grab all the attention, relegating Gatorade to a supporting role. Our challenge was to keep Gatorade at the center of the conversation—to make sure that even while shopping for shoes and shirts, athletes and sneakerheads alike remembered that Gatorade had been there throughout Michael Jordan’s career, fuelling the athlete inside the shoes.
To do it, we turned individual Gatorade bottles into pixels and assembled them into the shape of the limited-edition Jordans. Three installations were placed at flagship Foot Locker stores around the country.
Outdoor advertisement created by TBWA, United States for Gatorade, within the category: Non-Alcoholic Drinks.
Production Company: Figure Plant
Chief Creative Officer: Renato Fernandez
Creative Director: Mark Peters
Senior Copywriter: Chris Juhas
Senior Art Directors: Ben Tolbert, Paulo Cruz
Print Producers: Dena Moore, Scott Henry
Managing Director: Jerico Dig Cabaysa
Brand Director: Robyn Morris
Brand Manager: Brittany Luhrsen
Associate Brand Manager: Erin Moffett
Account Group Assistant: Connor Wudrick
Executive Project Manager: Alice Pavlisko
Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Planning Director: Abigail Weintraub
Junior Planners: Ryan Hagen, Cierra Moore