Powerade: Deep-dive

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.

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
Editor Amilcar Gomes
Music: Human
Sound Design: Henry Boy