DAY VS NIGHT CHALLENGE - GATORADE
Running has become a national phenomenon in Argentina with 5 out of 10 people running twice a week. Training is becoming professionalized. Gatorade wanted to connect in a relevant way. A simple insight was needed. An observation was the big spark: some people prefer to run during the day, some at night. Further investigation revealed that runners have a strong connection with his or her own “light”: day or night is not the same. It’s part of their DNA as runners. We wanted runners to be part of the Gatorade community both as consumers and as spokespeople.
We introduced the Day and Night flavours and the Day vs Night challenge: two sides of the same coin. The Challenge: Santiago Amigo (Buenos Aires) and Takuma Takei (Tokyo); facing off in a race at the same moment in time. One running during the day the other at night. Via a digital platform people could support them. Thousands of runners responded sharing feelings and views on day and night running, and turned to Gatorade day and night flavours while training. The Day and Night insight was transformed into a product and a content platform to be consumed, lived and amplified.
Running has become a national phenomenon in Argentina with 5 out of 10 people running twice a week. Training is becoming professionalized. Gatorade wanted to connect in a relevant way. A simple insight was needed. An observation was the big spark: some people prefer to run during the day, some at night. Further investigation revealed that runners have a strong connection with his or her own “light”: day or night is not the same. It’s part of their DNA as runners. We wanted runners to be part of the Gatorade community both as consumers and as spokespeople.
We introduced the Day and Night flavours and the Day vs Night challenge: two sides of the same coin. The Challenge: Santiago Amigo (Buenos Aires) and Takuma Takei (Tokyo); facing off in a race at the same moment in time. One running during the day the other at night. Via a digital platform people could support them. Thousands of runners responded sharing feelings and views on day and night running, and turned to Gatorade day and night flavours while training. The Day and Night insight was transformed into a product and a content platform to be consumed, lived and amplified.
