Gatorade Global
The Colour
of Greatness
Global print campaign
Category
Creative Direction, Art direction,
Services
When a company finds its product is on screen behind the victoriesof frequent users, that is also product placement, but for real. We found real photos in stock images showing athletes with their Gatorade-colored tongue so we decided to place these photos into billboards and ad prints. Because when Gatorade says they stay “Behind the greatness” They are there for real.
The prints
& the process
To prove that Gatorade truly stands behind greatness,
we dove into an endless archive of sports photography: thousands upon thousands of images
of Zion, Serena, Brazil, Barcelona, and dozens
of other athletes. We searched through games, trainings, celebrations, and historic moments, examining every gesture and every detail.
Until we finally found what we were looking for: real, spontaneous, unproduced evidence.
Tongues stained with
the same iconic color that has fueled the greatest
for years. Those isolated images, captured by photographers around
the world without even realizing it, became the perfect proof of an undeniable truth: greatness isn’t just
trained — it’s consumed.
