POWERADE • Never Ending Game [FIFA World Cup]
360º campaign • integrated • youtube interactive film + deep dives experience • tv spots • web videos • print • ooh • banners
:: publicis sapient [miami] • art director ::
In order to raise brand awareness, as well as to promote the fact that Powerade was the official sports drink of the 2010 Fifa World Cup in South Africa, a Never Ending Game platform was created.
The Never Ending Game was a 360º Campaign that revolved around an interactive film about a match that happens all around the world, from South Africa to Europe or a typical Latin American downtown - an experience that could only be ever lasting thanks to Powerade.
The interactive film gave users the opportunity to dig in at certain points, called DeepDives, to further explore the players physical and mental conditions during the game-pre and post Powerade.
Several pieces were created to drive traffic to the interactive experience as well as to keep fueling the Never Ending Game. Those executions included print and outdoor, banners, tv spots and web videos.
:: Director :: Claudio Miranda [Life of Pi | Tron: Legacy | The Curious Case of Benjamin Button]
:: Cinematographer :: Eduardo Ramírez
.: DeepDives :.
These deep dives are representations of the players' mental and physical condition pre, during and post game. We used different art direction styles and animation or film techniques to convey the different aspects of exercise and hydration. They also provided the audience with insightful information which true fútbol fans could understand and relate to.
.: Campaign Overview :.
.: Digital Film :.
.: TV Spots | Endure :30 | Perform :30 :.
.: Web Videos :.
These videos were seeded online to fuel the Never Ending Game by showing fans how to pull some of the best soccer (and freestyle) tricks, as well as to drive traffic towards the main online youtube experience.
.: Print :.
.: Banners :.
Stop Motion.
Chosen by.
.: Behind the Scenes :.
