Gatorade : Keep Her In the Game

Don't walk away from sports.

Published On
Jun 26, 2012

Editor's Pick

Powerful work from TBWA/Chiat/Day for Gatorade celebrates the 40th anniversary of Title IX -- but tells you that the work is far from finished. The 'Keep Her in the Game' campaign is based on the insight that while both boys and girls are equally active in sports from ages six to 12, girls' participation rates are much higher after age 14.

There is no doubt that societal pressure to look "pretty" has a lot to do with it. Watch athletes transform into high-heel sporting, lipstick-wearing young women that shun sports in favor of looking "beautiful."

One part of the campaign invited women to change their Facebook or Twitter profile pictures to them as a 14-year-old, with the line, "If I walked away then, I wouldn't be here now."

Credits

Date
Jun 26, 2012
Brand:
Gatorade
Client:
Gatorade
Worldwide Creative Director:
Lee Clow
Group Creative Director:
Steve Howard
Group Creative Director:
Brent Anderson
Creative Director/ Copywriter:
Linda Knight
Associate Creative Director, Art Director:
Mariota Essery
Copywriter:
Rebbie Groesbeck
Art Director:
Jennifer Tranbarger
Executive Producer:
Sarah Patterson
Producer:
Matt Magsaysay
Group Planning Director:
Scott MacMaster
Senior Planner:
Marisa Robertson
Creative Planner:
Rebecca Harris
Managing Director:
Nick Drake
Management Supervisor:
Chris Asahara
Business Manager:
Lisa Lipman
Production Company:
Furlined
Director:
Douglas Avery
Vice President, Executive Producer:
Eriks Krumins
Executive Producer:
David Thorne
Producer:
Marc Benardout
Director, Photography:
Max Goldman
Editorial Company:
Rock Paper Scissors
Executive Producer:
Carol Lynn Weaver
Producer:
Emily Chingburanakit
Editor:
Grant Surmi
Telecine:
The Mill
Colorist:
Adam Scott
Telecine Producer:
LaRue Anderson
Visual Effects:
A52
Lead Flame Artist:
Paul Yacono
Producer:
Jamie McBriety
Sound Design and Music:
Squeak E. Clean
Producer:
Jack Catlin
Final Mix:
Play
Mixer:
John Bolen
Producer:
Lauren Cascio
Agency:
TBWA/Chiat/Day-Los Angeles

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Project Type