Freelance Creative
Freelance Creative
Ever wonder what it would be like to take a wild ride through the psyche of an NHL superstar as he attempts to score on a breakaway? The Gatorade “What’s Inside Sidney” TV campaign and interactive web experience allows you to do just that. This campaign was created to coincide with a launch of a new “Formula 87” Gatorade flavour.
AGENCY: TribalDDB, Downtown Partners
ROLES: Art Director, Designer
COPYWRITER: Jon Webber
PHOTOGRAPHY: Clinton Hussey
AWARDS: London International Awards (Gold), Marketing Awards, Applied Arts, Communication Arts, The FWA (Site of the Day)
The interactive website was designed to compliment the finer details of an elaborately staged 60-second TV spot. Through a series of fun interactive games, puzzles and tests, we brought Canada’s hockey youth closer to their hero Sidney Crosby all the while learning and engaging with the new product.
After a short video sequence moving the audience from the outside world into Sidney’s head, we arrive in the nerve centre where a voiceover from the Commander tells you what to expect next from the experience.
With a click, the audience is suddenly dropping through the floors of Sidney’s consciousness until they arrive in the Building Blocks mindspace where all of Sidney’s hockey memories live. From there, visitors move on to the Practice Makes Perfect area where the object is to shoot all 87 pucks into the mouth of a menacing clothes dryer – without running out of energy. Once all 87 pucks are taken care of, the next stop is Sidney’s engine room, The Fire Within. After stoking Sidney’s competitive fire visitors move to the last stage of the breakaway, Right on Target, where they must set their sights on the winning shot that wins Sidney the game.
Campaign product photography was created and used online, in-store and for POS. Dramatic lighting and beads of ice cold sweat emphasized the refreshing qualities of the brand.