The campaign, created with Wieden+Kennedy Amsterdam, includes television commercials, print/out-of-home, documentary-style films, and for the first time global digital activation that hero real players – celebrating the sweat, hard work and determination it takes to overcome adversity and power through.
Iniesta, who has powered through to achieve the highest level of success on the world’s largest football stage, is featured alongside each of the additional amateur athletes at critical moments in their respective games when they made the choice to power through.
The central documentary in the series, first revealed last week in New York at the Kicking + Screening Football Festival, is that of American athlete Nicolai “Nico” Calabria. The film follows Nico, born with only one leg, as he grows up and defies expectations; redefining possibility. Incorporating hours of home video footage edited with live action film, Nico’s documentary portrays the raw and inspiring willpower of a young man who refuses to let any challenge stand in his way.
Says Brynn Bardacke, global group creative director for Powerade: “Nico’s story is one of unwavering determination. He truly embodies what we mean when we say there’s power in every player and power in every game.”
Nico’s documentary is being streamed globally on Powerade’s YouTube channel and will appear as a television commercial in select markets. Four additional athlete documentaries, including Marcelo Schmidt (Brazil), Haboubakar Amadou Conde (Brazil), Erik Flores (Spain) and Karlota Planas (Spain) are also available to stream now on Powerade’s YouTube channel.
“There’s Power in Every Game” will launch in close to 40 markets worldwide ahead of the FIFA World Cup in Brazil including the US, Mexico, Brazil, Canada, Japan, South Africa and South Korea.
To learn more about the campaign, visit Coca-Cola Journey.
Jonathan Mildenhall: Senior Vice President, Integrated Marketing Content & Design Excellence
Brynn Bardacke: Global Group Creative Director
Andra London: Global Communications Manager
Rachel Holbrook: Global Director, Film Production
Agency: Wieden + Kennedy Amsterdam
Executive Creative Director: Mark Bernath & Eric Quennoy
Creative Director: Alvaro Sotomayor & Rosie Bardales
Art Director: Mike Bond
Copywriter: Bernard Hunter
Head of Broadcast Production: Erik Verheijen
Broadcast Producer: Tony Stearns, Lars Fabery de Jonge
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
Director of Photography: Frederick Backar & Michael Ragan
Producer: Geoff McLean
Executive Producer: Michael Sagol & Jasper Thomlinson
Editing Company: Whitehouse Post London
Editor: Russel Icke, Charlie Harvey
Audio Post: Wave Amsterdam
Sound Designer/Mixer: Alex Nicolls-Lee
MUSIC TVC: Schmooz France
MUSIC Nico Doc: Victor Butzelaar
Artist / Title TVC: Sanj SEN – Powerade 2014 Composition
Artist / Title Nico film: Victor Butzelaar – Nico Piano Composition
Music Company TVC: ULTRASCHMOOZ
Music Company Documentaries: Record-Play
Music Company Nico Doc: Victor Butzelaar
Post Production: Glassworks Amsterdam
Flame: Kyle Obley, Jesper Nybroe, Bob Rojien
3D: Tim Bolland, Simon Glas, Eva Kuehlmann
Telecine: Scott Harris
Producer: Armand Weeresinghe
Photographer: Levon Biss
Photographers agent: Seamus O’Cleary @ Bonakdar Cleary
Production Company: Widescope Productions