Powerade is showing its support for the US Women’s National Team at France 2019 through a new campaign called ‘Making Of A Champion’ fronted by Crystal Dunn.
The campaign leverages the brand’s rights and status as the official sports drink of the US Women’s National Team.
The initiative is spearheaded by a hero, 30-second commercial that shines the spotlight on the hard work and the challenges players like Dunn have to face on their journey to the top of the sport.
Running on US television and across the brand’s digital and social channels, the ad also sets out to inspire the next generation of female soccer players.
This campaign rolls out ahead of the launch of a wider strand of Powerade’s commitment to women’s sports: a campaign called ‘Power Has No Gender’ which is dedicated to highlighting and taking action on the challenges girls and women face in the sport, including access to fields.
‘Power Has No Gender’ will be introduced at the US Soccer Foundation and its objective is to help change the narrative and provide access for future footballers in underserved communities.
It will also see the company create three new football pitches in New York City, Los Angeles and Atlanta.
Crystal Dunn herself commented with the approach stating that what’s most important is “girls have a safe place to train, a field in walking distance, and just space to be a kid.”
The initiative was created for the Coca-Cola Company’s POWERADE brand lead Mark Shorey by a team from agency Momentum Worldwide that included Chris Weil ( Chairman and Chief Executive Officer), Kevin McNulty (President & Chief Marketing Officer), Donnalyn Smith (President, North America, Omid Farhang (Chief Creative Officer, North America), Nicole Gabrielle (Senior Content Producer), Mary Mitchell (Senior Business Manager), Cameron Templeton (Creative Director), Kassandra Pollard (Associate Creative Director), Teo Bazgu (Associate Creative Director), Qiana Lee (Art Director), Cesar Vallejo (Senior Copywriter), Jorge Hernandez (SVP, Group Account Director) and Ross Godick (Senior Account Manager).
Production was handled by Haven Mediaworks, the director was Mindcastle, the executive producer was Melissa Avila, the line producer was Tyler Boylan.
Post-Production was by Cut + Run with Gary Knight (Editor), Chris Hilk (Assistant Editor), Evan Bahnsen (Assistant Editor) and Marcia Wigley (Head of Production), with colour by Co3, the colorist was Sofie Borup, the producer was Alexandra Lubrano, with
Graphics and design by Jogger (Flame) and lead artists Joey Grosso and Matt Dolven, senior producer Mike Tockman, assistant flame artist Rachel Driver.
Wave Studios handled mix and sound design with Sound Designer/Mixers Aaron Reynolds and Chris Afzal and Executive Producer Vicky Ferraro.
Comment:
This is another uplifting campaign leveraging the FIFA Women’s World Cup.
Indeed, there has been something of a tidal wave of similar player-led inspirational pieces of creative around France 2019 and we can’t help but ask how many of them will truly cut through?
Links:
POWERADE
https://www.youtube.com/user/PoweradeUS
https://www.facebook.com/Powerade
https://www.instagram.com/powerade
Momentum Worldwide
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