Tomorrow Awards - REPLAY - TBWA\Chiat\Day

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by TBWA\Chiat\Day

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Country: USA

About Entry

Credits:
Lee Clow - Global Director of Media Arts
Rob Schwartz - Chief Creative Officer
Jimmy Smith - Group Creative Director
Brent Anderson - Associate Creative Director/Writer/Creator
Steve Howard - Associate Creative Director/Writer/Creator
Brian O'Rourke - Senior Producer (Series &Event)
Tim Newfang - Associate Producer
Brynn Bardacke / Amy Farias /Adam Bersin - Group Account Director / Management Supervisor / Account Executive
Scott MacMaster / Martin Ramos /Daniel Ten - Group Planning Director /Senior Planner / Planner
Donna Lamar, Javier Castillo, PaulNguyen - missionG.com Network Creators
Jeremiah Knight / Andrew Corpman/ Paul Kinsella - Director of Digital Strategy /Digital AD / Digital AE
Jeremy Miller - Communications DirectorTBWA Worldwide Managing Director
Kris Belman / V. Scott Balcerek - Director @ Caviar
Johanna Woollcott - Line Producer @ Caviar
Michael Sagol/Rosanne Korenberg - Executive Producer @ Caviar
Read Jackson / Laura Mickelson -TV Show Adaption @ Fox Sports Net
David Brenner / Rashid Ghazi / Paul Harvey - President / Partner / Account Supervisor @ Paragon Marketing Group
Jim Motzer / Adam Tanielian - SVP, Sr Partner / VP @ Fleishman-Hillard
Bonnie Block / Julie Mason - VP / Sr. Account Executive @ Fleishman-Hillard
Bob Porcaro / Susanna Ernest - Group Account Director /Group Account Director of Strategy @ OMD

Web Links:
www.replaytheseries.com

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REPLAY

THE PROBLEM
7 in 10 adults over age 30 don’t exercise regularly.
And thus aren’t using Gatorade like they used to.

THE CHALLENGE
Reignite the athletic spark among this 30+ age group.

THE SOLUTION
Fuel an opportunity every athlete dreams of - a second chance.
Gatorade reunited the original players – now mid 30s – to replay a high school football game from 1993 that ended in a 7-7 tie.

THE RESULTS
• Game sold out in 90 minutes. 15,000 fans in attendance
• The original coaches, cheerleaders and even band members returned.
• Gatorade athletes Peyton and Eli Manning served as assistant coaches.
• Game broadcast in primetime across 2 states.
• Generated US$3,415,255 worth of earned media from just $225K in paid media. 14,000% ROI.
• No traditional print or TV media buy.
• 6-page editorial spread in Men’s Health. Named as one of CNN’s Top Stories of 2009.
• Originally a 5-episode web-film, REPLAY is now a documentary TV series on Fox Sports Net to 90 million subscribers.
• Seasons II and III have been announced.
• Thousands of athletes have petitioned Gatorade to be selected for the next REPLAY game, scheduled for 2010.