Powerade Power Through for Olympics
Coca Cola is running “Power Through”, an Olympics-related integrated advertising campaign for Powerade, dramatizing the moment that unifies amateur and professional athletes alike: the point when they feel they can’t go on, when they hit the dreaded ‘wall’ and need that push to Power Through. The campaign draws its inspiration from the coach, whose belief and motivating voice propel athletes past breaking point to breaking through. The coach is a metaphor for Powerade, which rehydrates in those moments of need just as a coach replenishes the spirit with renewed determination. Both encourage amateur and professional athletes to Power Through those tough moments to achieve their sporting ambitions. A television commercial, digital material, print and out of home advertising, feature British heptathlete Jessica Ennis, Australian long jumper Mitchell Watt, Canadian freestyle swimmer Brent Hayden and USA soccer player Juan Agudelo.
At some point in their sporting journey, every athlete hits a wall. Powerade encourages and enables athletes to Power Through the toughest moments on their journey to achieve their sporting ambitions. Powerade, Power Through. The speech was inspired by the words Toni Minichiello, coach for TeamGB Olympic Heptathlon athlete Jessica Ennis. C
Winning happens between 99 and 100 for Long jumper Mitchell Watt.
A thousand miles to be a millimeter better for track athlete Jessica Ennis.
First to believe is first to the ball for soccer player Juan Aguedelo.
As part of the Powerade “Power Through” campaign for London 2012, amateur athletes who live and breathe sports every day will win the chance to attend the week long Academy. There, specialist coaches and athletes including Olympic Athlete and former World Champion Mechelle Lewis Freeman (US), NBA basketball star John Amaechi (GB) and Great Britain’s head Olympic swimming coach Ben Titley (GB) will tailor sessions to strengthen and condition participants to become better all-round athletes. The Powerade Sports Academy will focus on teaching skills in five different Olympic sports — athletics, swimming, football, cycling and basketball — and will include a program of inspirational lectures and tips on training and hydration, as well as meals designed specifically for the Academy by leading nutritionist Beatriz Boullosa.
As part of “Power Through,” a specially designed version of the Powerade Hydration Coach app will be made available to help athletes keep hydrated in training and in competition. The app creates a profile for each user and calculates a ‘Hydration Score,’ which informs users how much they need to hydrate. The app also allows users to create routes and ‘check in,’ with several London landmarks to plan running, walking or cycling routes. The Powerade Hydration Coach app will be available for download on iTunes and Android App stores.
The Powerade Power Through campaign was developed at Wieden+Kennedy Amsterdam by executive creative directors Mark Bernath and Eric Quennoy, creative directors Alvaro Sotomayor and Rosie Bardales, art director Mike Bond, copywriter Bern Hunter, broadcast director Erik Verheijen, agency producer Elissa Singstock, art producer Caroline Svensson, planner Amanda Feve, project manager Pam Prior, business producer Emilie Douque, group account director Andy Kay, account director Kirk Johnsen and account manager Ilkay Dibekoglu.
Studio artists were Malia Killings and Dario Fusnecher.
Editor was Russell Icke at Whitehouse Post London.
Visual effects were produced at The Mill London, by 3D artist Andy Nicholas, Flame artist Dan Adams and Neil Davies, colorists James Bamford and Seamus O’Kane
Sound was designed and mixed by Raja Sehgal at Grand Central with producers Matt Williams and Paul Schlicher. Music is “Requiem For My Friend” by Preisner, represented by Chester Music, New Music BV.
Photography by John Huet was retouched by Dario Fusnecher, TAG.
Location: The Netherlands