Make Them Sweat
Gatorade needed social content for “Make Them Sweat,” a new campaign that challenges athletes to strike fear into the opposition, and thus making them sweat more than you do.
On social, sweat itself could be the thumb stopping visual device.
Via cinemagraphs and hacking vertical videos, we tapped two ways to translate the TV campaign in to engaging social content.
What better way to show how much sweat the competition is generating than by looping them in cinemagraphs.
We also simulated the POV of the opposition by letting the sweat flow through their vision. This also made your phone look like it was just drenched in water.
Agency – VMLY&R
Senior Art Director - Me
Copywriter - Trace Hughes
Creative Director - Kyle Gracey
Creative Director - Jose Angel Martinez
Group Creative Director - Glendon Scott
Executive Creative Director - Tony Snethen