Gatorade: Forget Me
Agency: TBWA Chiat Day LA / OMD Chicago / FleishmanHillard Chicago
Summary
This is the story of how Gatorade rejected convention and turned the tables on traditional athlete retrospectives.
Our strategy turned a farewell message into a challenge for our audience - their icon's legacy depended on what they did next, not on what she had already done.
On a day when all eyes were on Abby Wambach, we got her to her disappear from social media. On a day when everyone wanted to remember, we told them to forget.
Background & Assignment
With the core...