GATORADE
Sisters in Sweat
Now it’s well known, but back then it was a shocking stat: girls drop out of sports at twice the rate of boys. So Gatorade saw the perfect opportunity to step in. We launched Sisters in Sweat, a powerful campaign to encourage girls and women to stay in the game, while celebrating the bonds sports create, the confidence they build, and the life lessons they teach.
At the heart of the campaign was a heartfelt letter from Serena to her newborn daughter, but it was really a message to all girls. Keep playing.
Cannes | Bronze | Film Craft
Cannes | Shortlist | Glass Lion
Clios Grand Award | Social Good
Clio Sports | Silver | Short Film
One Show | Merit | Branded Entertainment
Earned media: AdWeek | ESPN | Refinery29 | Forbes
The letter
SWAG SENT TO GIRL'S TEAMS ACROSS THE COUNTRY
My role: Campaign concept, copy
CD and Script Mastermind: Kirsten Rutherford
AD: Steph Johnson
Designer: Aaron Nandor
Director: Jaci Judelson
Editor: Chris Murphy