São Paulo – Gatorade and Lew’Lara\TBWA decided to focus all their attention on soccer and to reveal the secrets of this mysterious sport through a campaign dubbed “Unreal is made of real sweat”. It was created by the Brazilian agency for sports drink Gatorade, for the global market, which includes Brazil, the U.S., Mexico and Costa Rica, in addition to several other countries across Latin America and the Asia-Pacific region.
Instead of showing goals and celebrations, like so many soccer-themed campaigns do, Lew’Lara\TBWA decided to capture what’s behind these magical moments experienced by players and fans.
“Gatorade believes that superior performance is the result of the relentless dedication of athletes during each of their countless training sessions, day after day. And that’s what we want to portray in this campaign – that the magic, the unreal, doesn’t happen by chance, but rather because there’s a great deal of preparation leading up to that one second which can decide an entire match. And that’s precisely where Gatorade comes in: by fueling athletes so they can perform their magic,” describes Tiago Pinto, Gatorade’s marketing director.
The first film features powerful scenes of the athletes’ unrelenting physical efforts over several days of training, combined with the famous soundtrack of the Disney masterpiece Cinderella. The song, which avoids the clichés commonly associated with sports commercials, was remixed by renowned American musical producer David Banner, who has worked with artists including Snoop Dogg, Lil Wayne, Usher and Chris Brown.
Full Credits
Agency: Lew’Lara\TBWA
Client: Gatorade
Chief Creative Officer: Manir Fadel
Executive Creative Director: Felipe Luchi
Creative Director: Cesar Herszkowicz
Copywriter: Gustavo Diehl
Art Director: André Kirkelis
Executive Creative Director (TBWA\Chiat\Day): Brent Anderson
Global Creative Director (TBWA\Chiat\Day) Jayanta Jenkins
Executive Producer (TBWA\Chiat\Day): Sarah Patterson
Producer (TBWA\Chiat\Day): Lacy Plunk
Assistant Producer ((TBWA\Chiat\Day): Garrison Askew
Executive Producer: Luzia Oliveira
Group Account Director: Valentina Ursini
Account Supervisor: Gabriela Marino
Brazil Sports Brand Project Manager: Anna-Victoria Davies
Global Managing Director (TBWA\Chiat\Day): Peter Ravailhe
Group Account Director (TBWA\Chiat\Day): Blake Crosbie
Global Management Supervisor (TBWA\Chiat\Day): Chris Crockett
Global Account Supervisor (TBWA\Chiat\Day): Catherine Fishback
Assistant Account Executive (TBWA\Chiat\Day): Michael Seide
Head of Planning: Renata d’Ávila
Planning Director: Rafaela Badaró
Planning Supervisor: Rodolfo Carvalho
Group Planning Director (TBWA\Chiat\Day): Scott MacMaster
Planning Director (TBWA\Chiat\Day): Martin Ramos
Media VP: Luiz Ritton
Media Director: Thiago Ferraz
Media Supervisor: Mariana Oliboni
Media Coordenator: Frederico Lopes
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: KK Davis
Senior Business Affairs Manager: Laura Drabkin
Talent Payment Manager: Mirielle Smith
Traffic Manager: Jerry Neill
Production Company: Caviar London/Los Angeles
Director: Arnaud Uyttenhove
Executive Producer (LA): Jasper Thomlinson
Executive Producer (London): Louise Gagen
Producer (London): Dougal Meese
Producer (LA): Dave Bernstein
Editorial: Lost Planet
Executive Producer: Gary Ward
Producer: Tim Kirkpatrick
Editor: Max Koepke
Assistant Editor: Federico Brusilovsky
Post VFX/Animation: The Mill
VFX EP – Sue Troyan, Jo Arghiris
Design EP – Kim Wildenburg
VFX Producer: Jessica Ambrose
Production Coordinator – Jacqueline Sand
Colorist: Adam Scott
Shoot VFX Supervisor – Andres Eguiguren
2D Lead – Bill Higgins
2D Artists – Jale Parsons, Robert Murdock, Daniel Raschko, Patrick Heinen, James Allen
3D Artists – Matt Longwell, Blake Sullivan, Alaina Hower, Thom Price, Lu Meng-Yang
Designer / Animators – Ashley Becerra, Eddie Moreno, Jamal Otolorin, Ben Hurand
Music: MEGA, Inc.
“Bibbidi-Bobbidi-Boo – from Disney’s Cinderella ” remixed by the team of David Banner and John Debney, courtesy of Walt Disney Records
Behind The Magic – JP Williams, Pizzolini Entertainment
Sound Design & Final Mix: LIME Studios
Mixers: Rohan Young, Loren Sibler, Joel Waters
Executive Producer: Jessica Locke
