Client: Powerade
"The Vault" – Powerade’s Olympic campaign featuring Simone Biles – transcended traditional sports marketing by addressing the critical issue of mental health in athletics. Capitalizing on Biles' courageous decision to prioritize her well-being during the 2021 Olympics, the campaign celebrated her triumphant return to competition. Through a cinematic hero film, strategic partnerships with the IOC and other athletes, and a robust social media strategy, Powerade amplified Biles' story through global PR efforts and sparked a worldwide conversation about the importance of mental wellness. The campaign achieved significant results, increased market share in key regions, and a substantial rise in positive social sentiment for both Powerade and Biles. This earned-first, social-led approach resonated deeply with audiences, demonstrating the power of purpose-driven marketing and its potential to drive meaningful change.
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