Gatorade : Keep Her In the Game
Don't walk away from sports.
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
Need a credit fix? Contact the Creativity Editors
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