I like to call this one the Kitchen Sink. Because it had everything in it: experiential, partnership, cross-agency, re-branding, tech, CPG, athlete talent, data, product inventions, the Super Bowl, etc etc. 

The quick gist: Gatorade invented the sports drink category. And, for 50 years, has been known as just a drink. But as athletes increasingly turn to tech and innovation to evolve their game, Gatorade needed to evolve theirs too. So during Super Bowl 50, we launched a re-branding campaign that introduced the next 50 years of Gatorade, featuring their innovation pipeline, a traveling Fuel Lab, the Locker Room of the Future and a tech challenge, called Bolt Breakers.