The Drum Awards Festival - Extended Deadline

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Client: Powerade
Date: Aug 2018
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Powerade has activated the next phase of its 'That’s Some Kind of Power' campaign with the launch of “sympathy” cards aimed at athletes who can’t help but to apologize to teammates and rivals for their dynamic playmaking.

Each of the 10 cards have been made available for free online, and they feature the same sort of unabashed confidence (with unintended consequences) that has highlighted the campaign so far. Taking on the visual tone of sympathy cards, each card gives a “sorry, but not sorry” message to your rivals on the field.

One card is a near-snapshot of a bicycle kick from a soccer player, her message to the opponent she nearly decapitated in the process: “I was trippin’. I’m sorry I scored so many goals on you like that. I hope this doesn’t affect our friendship.” The two giraffe in the sunset hadn’t seem to notice the savagery.


Agency: Wieden+Kennedy

Client: Powerade