Gatorade - "Sweating is Glory"

Isla Sao Paulo, Brazil

2621

Brand: Gatorade
Country: Brazil

Advertiser: PepsiCo Inc.

Title	Sweating is Glory
Agency	Isla
Campaign	Sweating is Glory
Advertiser	PepsiCo Inc.
Brand	Gatorade
Date of First Broadcast/Publication	2023 / 3
Business Sector	Soft Drinks, Tonics
Philosophy	Under the concept “Sweating is glory”, the campaign tells the brand’s historical functional credentials, showing perspiration like never before. Sweating is both gratifying and therapeutic. It’s the result of effort. That’s why keeping yourself hydrated is key; not just for those who are professional athletes, but also for those who work out. And who better to celebrate sweating than Gatorade, a brand born from the study of perspiration. Created by the agency Isla and produced by Stink São Paulo, ‘Sweating in Glory’ was directed by ®️Jones, the multi-award winning director and recipient of a Cannes Grand Prix in Film. Julian Tachella and Celeste Dalairac, the advertising agency’s Group CDs, said: “This is our first project at Isla and we are happy it is a regional campaign for such an iconic brand as Gatorade as well as working with their amazing team.” “Being able to count on Gatorade’s functionality through the rawness of sweat; we thought it was the simplest and freshest way of evoking that feeling which unites all of us who exercise: sweating is glory.” added Rodrigo Greco and Mariano Gamba, the agency’s DGCs. Gonzalo Chigó, Marketing Director for Gatorade Latin America, and Álvaro Ascenzo, Regional Marketing Manager for the brand, said: “At Gatorade we believe there’s always room for improvement. No matter what sport you practice or what your goals are, those who reach their sporting goals are the ones who work hard and stay properly hydrated to perform better every time.” The campaign has over 30 pieces of content that will be released in Mexico, Brazil, Argentina, Colombia and other countries in the region.
Media Type	Branded Content
Length	89 seconds
Market	Mexico, Argentina, Colombia
Chief Creative Officer	Ariel Serkin
Chief Creative Officer	Rodrigo Grau
Chief Strategy Officer	Mariano Serkin
Head Of Planning	Romina Celone
Managing Director & Head of Media	Victoria Clucellas
Executive Creative Director	Mariano Gamba
Executive Creative Director	Rodrigo Greco
Regional Group Creative Director	Celeste Dalairac
Regional Group Creative Director	Julian Tachella
Grouper PM	Karen Cortés
Head of Art	Alejandro Stea
Head of Production	Coqui Gimenez Uriburu
Production Company	Stink Films
Director	Ricardo Jones
Director of Photography (DOP)	Giordano Maestrelli
2nd Unit Director	Natan Neves
Director of Photography 2º Unit	Kairo Marcel Lenz
Art Director	Ana Henriques
Assistant Director	Marina Hecker
Wardrobe / Stylist	Isadora Bertolucci
Hair and Makeup	Luana Ramos Zinn
Cast Producer	Amanda Michelini
Product retoucher	Jorge da Costa Rodrigues
Production Director	Daniel Lombardi
Executive Director	Renata Dumont
Executive Producer	Carolina Junqueira
Executive Producer	Nathan Marino
Executive Producer	Camila Martinez
Executive Producer	Ana Gazal
Executive Producer	Marcela Amstalden
Production Coordinator	Paula Macedo
Production Coordinator	Rafael Rocha
Production Coordinator	Mariana Kerche
Production Coordinator	Amanda Grell.
Production Coordinator	Melina Matuoca
Post Production Coordinator	Roberta Bruzadin
Post Production Coordinator	Regina Mimi
Post Production Coordinator	Igor Luiz
Editor	Maria Machado
Editor	Bruno Alves
Finished Artist	Camila Doimo
Post Production	Clan VFX
Colorist	Osmar Jr.
Sound Design Company	Satelite Audio
Service Team	Fernanda Costa
Service Team	Renata Schincariol
Service Team	Daniel Chasin
Finishing Assistant	Alexandre Avicena
Production Coordinator	Camila Guedes
Production Coordinator	Letícia Oliveira
Production Coordinator	Bea Vieira
Production Coordinator	Mariana Tardelli
Production Coordinator	João Piccoli
Voice Talent	Jorge Fernandez
Soundtrack Production	Papamusic
Still Photography	Los Vocalinos
Advertising Manager	Martín Watson
Advertising Manager	Gonzalo Chigó
Advertising Manager	Alvaro Ascenzo
Advertising Manager	Gonzalo Lemos