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IHAVEANIDEA.ORG > articles >  Catching up with the Tomorrow Awards Shortlists // REPLAY


Catching up with the Tomorrow Awards Shortlists // REPLAY

Posted on October 5, 2010 and read 1,583 times

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rafikcreditpic  Catching up with the Tomorrow Awards Shortlists // REPLAYRafik Belmesk
Operations, AKOS
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The call for entries deadline for Winter 2011 of the Tomorrow Awards is fast approaching. It has always been our mission at ihaveanidea to not only celebrate incredible, forward-thinking work through the Tomorrow Awards, but to help educate the industry about what goes into creating such work. In that spirit, we have been featuring interviews with the winners and shortlisted entries, to give you all a little taste of what’s needed to stand out at the Tomorrow Awards.

replay  Catching up with the Tomorrow Awards Shortlists // REPLAY





Beyond celebrating the best and most innovative work our industry has to offer, the Tomorrow Awards set up to let everybody know and understand the how behind every winning and shortlisted campaign.

In this final of a three parts series, we sit down with Rob Schwartz, Chief Creative Officer of TBWA\Chiat\Day in Los Angeles to discuss one of his agency’s three shortlisted campaigns : REPLAY

For Part One of the series on We’re All Fans, click here.

For Part Two of the series on The Pepsi Refresh Project, click here.

REPLAY

Tomorrow: Let’s start from the very beginning. How did you get from “We need to get Americans over 30 to exercise more” to “Let’s organize a game between two college football teams that had drawn 10 years ago”?

Rob: The story goes back to one of the first things we did when we got together with Gatorade. We had what we call a disruption day. Disruption is one of our core philosophies here at TBWA, and it’s this idea that you can’t do the same thing over and over again and expect better results. That’s exactly what Gatorade had been doing and they expected that they’d continue to grow, so we had to put an end to that. For as much as they had dominance in their category there were a lot of challenges, and I give them a lot of credit as they were quite ambitious in tackling them.

So the first step was coming up with a disruptive idea which was “Gatorade is a catalyst for athletic achievement”.

The thing that was happening was that Gatorade were losing their scientific cred. Gatorade wasn’t something that was developed in a food lab, it was done by scientists at the university level who wanted to make their football team stronger. The brand’s DNA had some science and we wanted to bring it out to the world.

So the core idea in REPLAY is that these guys are retraining to regain their game are using Gatorade products and consultants to help them with their exercising, diets and all that good stuff. The magic of the idea is about the benefits of the products, it’s old school advertising as you can go, but it’s done in a very human and modern way.

I think that’s why it really resonated in Cannes too. It was this classic marketing idea that was wrapped in this amazing human and new package.
The process is interesting because we came at it in a way that was also disruptive. We were in one of our biggest conference rooms, and the assignment was to fill our 17 big boards with concepts. When the team started their presentation they said “for a second, suspend all your expectations and conventions and don’t think of Gatorade as a sports drink brand. What if Gatorade were an entertainment brand or a TV channel.”

So from there, they went to show 17 different concept for shows on the boards.The shows were everything from this REPLAY idea, to inventing a new game, an idea that was based off the characters in an animated series, there were all sorts. It was all about showcasing sports, while having Gatorade connected in a very fresh way.

All these different show ideas were then put into a destination website called MissionG.com. The idea was to create an online destination, where the’d be 17 different channels you could get into for the fans to look at. And from then we would be able to take it further. Out of those 17, one of the ones that seemed to catch fire was this idea of REPLAY. It was the one the Gatorade folks really sparked to.

Tomorrow: Once you had agreed on the REPLAY idea, how hard was it to find all the previous athletes, and have them agree to it? Were those the first two teams you had approached?

Rob: No. This was a big odyssey. Once the idea was accepted, we had to find the teams. It started with very basic research; googling “what are the great rivalries in sports”. It was definitely going to be football since it was the most demanding sport and it was in season. What was really nice was that it was a sport built on a little hatred. There’re these great dividing lines between teams. There’s an area in america that’s the football breadbasket : Pennsylvania, Ohio and New Jersey. Some of the best players ever are from there and some of the best players in the future will be from there too.

I know there were great two teams that they found in Ohio but that fell through because one of them was a Coke school (Coke and Pepsi sponsor universities in the US and Gatorade is a Pepsico product). So we found those teams that had this really old rivalry, but what made it even more powerful was the geographic division. There was literally a river that ran through dividing the states. One team was from New Jersey and the other from Pennsylvania.

It was these two roaring entities divided geographically in a battle their fathers, grandfathers, and sons were fighting. That’s when you take a good idea into an epic human tale. So it was one of the great plots that basically boils down to revenge. Each team wanted to avenge the game because it ended in a tie.

Tomorrow: How did the whole selling the rights to Fox happen? It’s not as if there’s a shortage of people trying to sell them shows. Weren’t they a bit skeptical about buying what’s essentially a big infomercial for Gatorade?

Rob: Well we can’t give away all our secrets (laughs).

I think you’re right and they would’ve been skeptical had the show only pushed the science piece. But it’s got human connection and classic story telling. These networks just want to entertain.

If you have an idea that has all the great tenants of story telling, nine times out of ten a network will say “we want that bit of entertainment and we’ll figure out what the other piece is”.

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