Billboard ❄ refrigerator

Gatorade was losing market share in Brazil but had a limited budget to invest in publicity.

The challenge was to add a creative solution for their advertising investment.
They sponsor the major football leagues in the country.

But after so many years, it doesn’t catch people’s attention, they almost forget about this partnership.
The solution was to transform the stadium billboards that have been in the same format
over the years into a cool activation.

Literally ;)

The idea was to re-design the sideline billboard giving it a new role as a refrigerator.

That way, we could optimize Gatorade's investment in football and offer more than an advertisement,
but show the real benefit of the product to change the game.