Running, the most democratic sport in the world, unites people regardless of gender or economic background. In São Paulo, Brazil, a city renowned for its vibrant running culture and major competitions, Gatorade sought to introduce the new Berry Blue flavor in a way that reflects this inclusivity.
Running, the most democratic sport in the world, unites people regardless of gender or economic background. In São Paulo, Brazil, a city renowned for its vibrant running culture and major competitions, Gatorade sought to introduce the new Berry Blue flavor in a way that reflects this inclusivity.
An interactive billboard was set up, allowing runners to redeem a free Gatorade by placing their finger into the machine to measure their heart rate. If their BPM was high enough, indicating physical exertion, they could hydrate with Gatorade, showcasing a creative and democratic way for the brand to connect with consumers.
Want to join the team? If your heart is as yellow as ours, check out our job openings or register in our talent pool at ampfy.trampos.co