Gatorade And TBWA Perform A Locker Room Magic Trick

Top athletes do amazing things with staggering regularity, but it's safe to say that the lion's share of sportspeople in high-profile teams are well remunerated for their efforts. Less rewarded, however, are the hardy folk who plug away in school/local squads for little but the pride a victory brings them. For their latest project in the Gatorade 'Win from Within' campaign, TBWA Chiat Day LA chose to rightly celebrate the success of a high school basketball team from New Orleans by providing them with a little treat in 'We Are All Stars'.

By way of proof to their commitment to devoted athletes on every level, Gatorade selected one of New Orleans' most steadfast high school basketball teams – Riverdale High – whilst on the brink of a playoff berth for the first time in over 20 years, despite their modest facilities. In a must win situation, Gatorade gave the team a once-in-a-lifetime experience, surprising the them by converting their old, run-down locker room into a meticulously designed, NBA-style professional locker room. But to keep it a surprise, Gatorade had to pull off the entire makeover undetected while the team played their critical, deciding game. What's more, NBA star Dwyane Wade also made a surprise appearance to talk about the need for constant hard work to win and to succeed as an athlete.

Captured in a charming piece of short-documentary content directed by Bandito Brothers' Jacob Rosenberg, the film showcases both the joyous reaction of the exhausted athletes and the incredible turnaround that made the transformation possible. We chatted to Molly Carter, Sr. Director of Consumer Engagement at Gatorade about the project.



How did the Gatorade 'We Are All Stars' project come about?

Gatorade is continually looking for new ways to help athletes perform at their best. For many athletes, the locker room is a sanctuary that allows them to not only prepare or recover, but also bond as a team as they pursue their athletic goals.

What was the purpose of the activity? How does it tie in with Gatorade's brand?

Gatorade is focused on helping athletes perform at their best through proper sports nutrition. However, we know that preparation, performance and recovery includes more than what athletes put in their bodies. This locker room makeover was intended to give them access to athletic fueling products, but also a place they can be proud of as a team.

What was the process in choosing the lucky team? Was the focus on one team always the concept?

We used a selection criteria that included the school's need for a locker room makeover as well as their overall record. After visiting Riverdale, seeing their facilities, learning their locker room had never been updated and that they were in the midst of their best season in 17 years, they easily became the most deserving school.

Was the locker room location always the plan, rather than new kit / training / etc?

Yes, the locker room aligns more closely with what we do as a brand: helping athletes prepare, perform and recover.



How did you convince the high school basketball players that nothing was awry?

Everyone loves a surprise, so once we shared our plan with the school, they were more than happy to comply. We'll just say that there was a lot of tight lips and a bit of trickery to pull this off.

How did you prep for the surprise? Were there a lot of rehearsals?

As we prepared for game day, there were a number of site checks, conference calls, and a few dry runs to ensure that we were able to execute when it mattered. The production house, Bandito Brothers, was extremely passionate about this project. They came prepared with a thorough plan to help us pull this off.

How was the shoot itself – were there any problems?

Amazingly enough, we didn't run into any major problems. When the time came, the actual execution went really well considering all of the moving parts.

How important is it for the brand to connect to 'real life' sportspeople as well as sporting megastars?

Gatorade continues to fuel athletes at all levels. While we find great inspiration from our top athlete partners, we also connect with millions of high school and collegiate athletes through camps, tournaments and school relationships. Sometimes, that's where the most inspiring stories are happening.



Are you more confident with campaigns like this after the success of 'Replay' and the like?

Gatorade has a unique opportunity to positively impact athletes. Gatorade Replay was a great success for us because it underscored our insight into athletes and our willingness to help them perform at their best.

Gatorade's video advertising spans big-scale ads to longer-form content like this. Do you think it's important for brands to embrace the different forms nowadays? Do you approach each differently?

We understand and appreciate the importance of all forms of content. For us, deciding on the message and audience dictates the form in which it is shared.

Are you pleased with the response to the spot?

Yes, we've very pleased with how "We Are All Stars" has been received. The Rebels have a compelling story and we hope they continue to see great success on the court.

Have you spoken to the team since? How's the new locker room working out for them?

The team loves their new locker room and we received a note that other students are spending time in there as well. We're currently working with the school to give the girls' locker room a refresh, too.

What's up next for you?

Athletes will continue to see messages from us that not only educates them on the functional benefits of our products, but also more in-depth stories on how we help improve athletic performance through products, scientific expertise and service.