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2011 Advertising Annual
CATEGORY:
 :: Gatorade Replay
Gatorade Replay
Featured in:
2011 Advertising Annual
"Problem: Once athletes graduate from high school, their competitive activity declines significantly, as does Gatorade usage and relevance.

Challenge: Reignite the competitive spark among these athletes, extending Gatorade loyalty beyond their high school years.

Solution: Fuel an opportunity every athlete dreams of—a second chance. Reunite former high school teams enabling them to replay their original games—five, ten, even fifteen years later.

Results: 581,833,772 media impressions, a 377 percent increase over Year 1. Gatorade created news, not just advertising. Replay television series airs on FSN to 95 million households. Year 2 showcased a 1999 Detroit-area hockey rematch and a 2000 Chicago-area basketball rematch. All participants shed significant weight, reduced body fat percent, and are employing sound sports nutrition strategies. To date, thousands of submissions from teams nationwide, resulting in the formation of the Replay League, which provides athletes everywhere the tools to quickly and easily organize Replay games on their own.
Due to demand, Replay goes international in 2011."
Brent Anderson/Steve Howard, creative directors
Lee Clow, global director of media arts
Doug Alves
/Eze Blaine, designers
Jeff Cunningham
, director of photography
Mike Hale
/
Curtis Roen
, editors
Loren Mendell
, director
Graham Hughes
/
Laura Mickelson
, producers
Tim Newfang
, agency producer
Richard O'Neill
, executive integrated producer
H. Read Jackson
/
Brian O'Rourke
/
Jimmy Smith
, executive producers
Fox Sports Net
, production company
TBWA\Chiat\Day Los Angeles, ad agency
Gatorade, client

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