| Title | Everything to Prove |
| Agency | VMLY&R Kansas City |
| Campaign | Everything to Prove |
| Advertiser | PepsiCo Inc. |
| Brand | Gatorade |
| Posted | October 2011 |
| Business Sector | Beverages |
| Philosophy | As the journey to the NFL begins around the country, each rookie has unique hurdles to overcome. VML partnered with NFL Films to develop branded content that documents the path to the NFL for 15 rookies. |
| Problem | To create an integrated digital plan and creative to communicate: The role nutrition plays in enhancing athletes’ performance (training and nutrition together are the key) Further enhance our partnership with NFL by displaying Gatorade’s commitment and focus on the athlete and their year round training/preparation |
| Result | VML and NFL Films delivered compelling content that revealed all the key milestones and behind-the-scenes moments a rookie endures during this time, with special attention paid to how Gatorade, through products, scientific expertise and brand commitment, enable the rookies journeys to help them at the next level as a pro athletes. Top-line results: Media Impressions 229.6 Million earned media impressions Over 116.5MM earned media impressions from Draft week alone |
| Media Type | Web Film |
| Copywriter | Alli Pierce |
| Copywriter | Joel Henning |
| Associate Art Director | Katelyn Carson |
| Art Director | Alison Radke |
| Art Director | Nick Allegri |
| Producer | Charlie DeCoursey |
| Producer | Mike Churchill |
| Executive Producer | Tyler Smith |
| Executive Producer | Brian O'Rourke |
| Executive Producer | John Godsey |
| Group Creative Director | Tony Snethen |
| Associate Creative Director | Aaron Evanson |
| NFL Films | Jay Jackson |
| Director | Jay Jackson |
| NFL Films | Steve Trout |
| Director | Steve Trout |
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