Gatorade – Web Content
Gatorade (via their parent company Pepsi) wanted to show its support for the Gathering of Nations, the largest annual gathering of Indigenous peoples in North America. But this was a sensitive ask, as the last thing Pepsi wanted to do was to come across as pandering.
Each year, over 3,000 dancers represent over 500 indigenous tribes at this event. We'd channel the Mission G brand/creative (specifically the spots featuring Little Wayne's voice-over) to salute one of these dancers, who would stand as a metaphor for the resilience and perseverance of native culture.
A beautiful spot, one which the original Mission G TBWA/Chiat creative team blessed as "spot on," enthusiastically embraced by Indigenous people both online and at the Gathering of Nations itself.