BBDO x Gatorade
Every step that we take,
Is a promise to move forwards.
And every sweat that we break,
Is an ode to our faith.
A belief that demands respect,
Challenging us to perform each day to our best.
We chase not glory or accolades,
Our pursuit is to embrace fall without fail.
Welcoming pain and staring into the face of every unkown fear.
To prepare and rebuild,
A mantra, our very own special skill.
Our passion to play the game is never driven by the spotlight.
As the fire in us to win every fight,
Is enought to set every stage alight.
This is what enables us, to become
What the world calls a Great.
Manifesto
Respect The Sweat
Main Film
Respect
The Sweat
The Brief
As Pakistan Sports Awards title sponsor, Gatorade required a tagline with a subsequent digital campaign that amplified local athletes from multiple sports - shining the spotlight on athletes who have massively contributed to the development of sports and representation of the country on international platforms.
The Thought
Athletes that excel in sports are the embodiment of Extreme Hardwork and in a fugurative sense Blood & Sweat -which locally translates to khoon paseena. It is a term equally respected across all walks of life in Pakistan. And so, with Gatorade helping replace what athletes lose in sweat the tagline Respect The Sweat was coined to position the brand as the biggest cheerleader of these athletes - putting respect upon their names.
The Outcome
The Tagline ended up becoming the official tagline of the Pakistan Sports Awards - and remains still. It featured on limited edition jerseys for athletes, across both print and digital mediums as a hashtag/headline and became a common pivot of communication for further assets by different parties. Quite recently, a sporting body from Pakistan's biggest province Punjab has also incorporated it as its primary hashtag for the 73rd Punjab Games. However, that could also be purely coincidental :)