Our second big brand campaign since our 2024 rebrand, we were asked to tell the history of Gatorade. We brought back a platform that could help us speak to every type of work we wanted to create and wrapped up the brand into a cohesive idea: Lose More Win More.
Despite all the winning, Gatorade has always been about losing. It was started to solve the problems of a losing team, that was losing sweat. But, any athlete knows that it’s only by knowing how much you’re willing to lose that you know how much you want to win.
We created work that told our brand and athlete stories through the lens of losing. And, for the first time ever, we featured a musician as one of our athletes: Kendrick Lamar. Here’s that film. Anthem below.
And the anthem: