Gatorade Bolt Rate
As sponsors of the Australian cricket team, Gatorade needed to re-energize fans around the game. Instead of making an ad, we took the most explosive, physical part of the game, the moment batsmen sprint between wickets, and used it to innovate a game-changing new stat measuring player run speed.
Live Broadcast
We launched the Bolt Rate at The Ashes, the world’s most watched cricketing event, and called on world champion sprinter and cricket fanatic Usain Bolt to train the Australian national team to improve their Bolt Rate.
As the Ashes played out, the Bolt Rate became a permanent fixture on millions of screens around the world, not only changing how we watch cricket, but train for it as well
Campaign Overview
Global Headlines
Press & Recognition
Cannes PR lions - shortlist x2
Cannes Entertainment Lions - shortlist x3
CLIO Sports
Innovation - Silver
Integrated - Silver
PR - Bronze
Branded Entertainment & Content - Bronze
ADFEST
Best Integrated Media Campaign - Gold
Best Use Of Events - Gold
Integrated lotus - Gold
Best Use Of Brand Integration - Gold
Impact
International coverage
+200 million reached
76% Increased brand engagement
Credits
Agency - TBWA \ Eleven Sydney
Brand - PepsiCo - Gatorade
Director - Paul Middleditch Plaza Films
Production - Plaza Films & BOLT