Powerade, part of Coca-Cola, wanted to create a series of films to promote their new proposition “More power than you think”. Powerade had wide visibility on the back of London 2012 as the drink of choice for professional athletes and now needed to show Powerade as being more accessible as a brand. This was to involve aligning professional and amateur athletes in the same field of play.
In disguise Olympian Jess Ennis interviewed a number of amateur athletes in a London park to discuss what motivated them to keep going. Jess selected the person she thought had the most desire and willingness, before revealing her real identity. The chosen person was rewarded with a personal exercise program they could be undertaken without the need for a coach. The creative showcased that a person could go further with the right motivation and belief.
Through outreach work, we identified influencers who were aligned with Jess Ennis and athletic sports. We gave these influencers advance visibility to content which they promoted through their networks to generate real organic reach.