W+K Amsterdam have a launched a new, global World Cup 2014 campaign for Powerade, “the official sports drink of FIFA.”In addition to television, the campaign also includes print/out of home, digital, and online documentary films (more on that later).
“There’s Power in Every Game” centers around Andrés Iniesta, the Spanish star who scored the winning goal in the 2010 World Cup. He takes center stage in the 60-second spot (featured above), which also features five amateur athletes from around the world. Each of these athletes has “overcome challenges in their lives and in the process have lifted their teammates, rallied supporters and inspired communities through their dedication and achievements in the sport” — which exemplifies the campaign’s #PowerThrough message.
Each of these amateur athletes will be featured in their own documentary, starting with the inspirational story of Nicolai “Nico” Calabria. Debuted at the Kicking + Screaming Football Festival in New York last week and being released as a television spot in addition to its online release, the two minute film tells Nico’s story growing up with one leg and defying expectations to succeed as an athlete. Incorporating an impressively-edited mix of home video footage and live action film, it’s a powerful telling of Nico’s story, and well worth a watch.
“Nico’s story is one of unwavering determination,” said Brynn Bardacke, global group creative director for Powerade. “He truly embodies what we mean when we say there’s power in every player and power in every game.”
Stick around for “Nico & Powerade,” along with credits, after the jump.
Jonathan Mildenhall: Senior Vice President, Integrated Marketing Content &
Brynn Bardacke: Global Group Creative Director
Andra London: Global Communications Manager
Rachel Holbrook: Global Director, Film Production
Art Director: Mike Bond
Copywriter: Bernard Hunter
Head of Broadcast Production: Erik Verheijen
Planner: Ben Armistead
Group Account Director: Kirk Johnson
Account Director: Courtney Trull
Account Manager: Alex Allcott
Art Buyer: Maud Klarenbeek
Project Manager: Stacey Prudden
Business Affairs: Emilie Douque
Production Company: Caviar Los Angeles
Director: AG Rojas
Producer: Geoff McLean
Editing Company: Whitehouse Post London
Editor: Charlie Harvey
Audio: Wave Amsterdam
Sound Designer/Mixer: Alex Nicolls-Lee
Music, TVC: Schmooz France
Music, Nico Doc: Victor Butzelaar
Music Company, TVC: ULTRASCHMOOZ
Music Company, Documentaries: Record-Play
Music Company, Nico Documetnary: Victor Butzelaar
Post Production: Glassworks Amsterdam
Telecine: Scott Harris
Producer: Armand Weeresinghe
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