For Super Bowl L,
Gatorade had a concept for an ad campaign involving the popular GIF format. The concept was simple, create GIFs specifically for the Superbowl and use Giphy to host them with hash tags. The GIFs were unleashed on the internet the day before the Superbowl and were viewed 118 million times on Superbowl Sunday, which is more people than actually watched the Superbowl - and more views by a brand on Giphy ever.
As creative director of hqg studios,
I led my small team of freelance designers to meet the client's vision and harsh deadlines. We were handed the project about a week before the Superbowl aired with very little direction other than 'make it cool.' We ended up producing around 70 GIFs for the campaign, which was awarded a Golden Clio.
Giforade was a massive success.
• 118 Million Views in a Single Day. (More than the Super Bowl itself)
• Most views in a single day by a brand on Giphy ever.
• From non-existent to a Top 10 Brand on Giphy in a single day.
• Nearly 80% of the views were earned organically.
• Up to 420,000,000 views within 8 weeks of launch.
The following GIFs were my main contribution to the project outside of creative direction. The first 3 were featured prominently in the awards submissions sent in by VML, the agency that scouted us to produce this content.
AWARDS
2018 Cannes Lions
Bronze Lion // Social & Influencer // Food & Drinks
Bronze Lion // Entertainment // Excellence in Audience Engagement or Distribution Strategy for Sports Entertainment
Shortlist (x6)
Bronze Lion // Social & Influencer // Food & Drinks
Bronze Lion // Entertainment // Excellence in Audience Engagement or Distribution Strategy for Sports Entertainment
Shortlist (x6)
2018 Clio Awards
Gold CLIO // Direct // Social Media
Silver CLIO // Social Media // Single Platform Campaign
Bronze CLIO // Partnerships & Collaborations
Gold CLIO // Direct // Social Media
Silver CLIO // Social Media // Single Platform Campaign
Bronze CLIO // Partnerships & Collaborations