Carpe Diem - Products
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.
The Super Bowl Dunk
Gatorade hasn't historically advertised during the Super Bowl, preferring to service the athletes on the field. However, they were missing a huge opportunity to connect with competitive athletes during one of the most relevant moments in sport...the Dunk. With a limited media spend, Gatorade wanted to turn the Super Bowl into a platform for brand engagement. We launched a Snapchat lens that let consumers put themselves in the middle of the Dunk, garnering 165 million impressions, nearly 30 seconds of brand engagement and +8.3% lift in purchase intent.