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Deep-dive

Agency: 
Published/Aired: 
April 2010
Description: 

As FIFA World Cup fever takes hold, a new global integrated marketing campaign connecting Powerade to the action was unveiled today. The campaign, developed for The Coca-Cola Company by SapientNitro is novel not only in its content, but also in the technology is uses. The campaign will launch in 20 markets including Europe, Latin America and the United States.

The new Powerade microsite – http://www.youtube.com/powerade - uses Digital Film, a realm where real life, animation, and the actions of the viewer all guide the course of the story. Using “deep-dive” technology, viewers can interact with the movie and find points where they can see inside the minds and bodies of each character in the story about a football match. Designated frames, called “mind screens,” have clickable areas that will provide a look inside the psyche of each player. As every person’s imagination is different, these mind screens look and feel incredibly diverse, and be shown in different film styles, some animated, some not.

Deep-dive is a relatively new technique that has only been used a few times in adverting. This is the first time it is being used in a film with animation.

In one deep dive, for example, when the user clicks a bead of sweat in the digital film, the 3-D science allow them to follow a bead of liquid through the body, demonstrating its purpose in terms of organ function, nutrient delivery, etc. When the sweat slowly drips off a player’s hand, vital nutrient loss is demonstrated and tips for Powerade nutrient replenishment will be provided. The video goes on to show how hydrating with Powerade can change you and your game, from a frustrated, aggressive player to a revitalized, recomposed force of passion on the field.

Editor Amilcar Gomes

Advertising Agency: SapientNitro, USA
Chief Creative Officer: Gaston Legorburu
Executive Creative Director: Juan Morales
Creative Director: Jim Houck
Copywriter: Ronn Pearson
Art Director: Cesar Santos
Agency Producer: Andy Wilcox
Production Company: Saville Productions
Producer: Pat Frazier
Director: Claudio Miranda
Music: Human
Sound Design: Henry Boy

Comments (9)

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Highest Rated

Phillhb's picture
Phillhb
Activity Score 250

I thought it was very good, people remembered it and actually one of my friends used the sign off when we were playing football the other week, "Im off to get a powerade so i can keep on playing" granted he did it ina joking voice, but still he remembers it. Hitting the TA much?

Alusta's picture
Alusta
Activity Score 52

Boring and uninspiring.

Done much better for the Australian world cup bid.

http://www.youtube.com/watch?v=ezCpmSZN_9g&feature=player_embedded

shahidali's picture
shahidali
Activity Score 4069

Loved the edit and the spontanious tranfer of scenes to different locations. Top class Art direction. You don't need a clue to identify the locations, even if youre not a football fan. Music on the drum reflects the African traditional tribal music and the cultural context of the Fifa host. The bondage with the product and the occassion is strong in the AV. Great job done.

shahid

raavigeorgian's picture
raavigeorgian
Activity Score 2444

good art direction

Adaddicted's picture
Adaddicted
Activity Score 3435

Not outstanding.

withalltherespects

R U serious's picture
R U serious
Activity Score 416

Okay photography. That's pretty much it.

Say my name, say my name...

xcreativity's picture
xcreativity
Activity Score 2374

love the art direction (the rest hmmkay..)

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog | Vlog:Video | Plog:Print | Twitter | Facebook

morse's picture
morse
Activity Score 17364

It feels like it's been done many times, still quite good.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

ThatsRightSon's picture
ThatsRightSon
Activity Score 10

This is similar to the endless moonwalk

Phillhb's picture
Phillhb
Activity Score 250

I thought it was very good, people remembered it and actually one of my friends used the sign off when we were playing football the other week, "Im off to get a powerade so i can keep on playing" granted he did it ina joking voice, but still he remembers it. Hitting the TA much?

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