In this spot titled “The Secret to Victory,” star athletes ranging from Michael Jordan to Peyton Manning to Serena Williams reveal what fuels them. Turns out their secret to victory is defeat. The athletes share the toughest setbacks in their sports careers and how the experience of defeat propelled them to new heights and memorable victories.
Matt Baron of ALLDAYEVERYDAY PRODUCTIONS directed this :60 (and a :30 version) for Gatorade out of TBWAChiatDay.
The campaign builds on Gatorade’s finding that defeat can prove to be a compelling motivation to succeed. Yet, youth athletes are raised in a culture that protects them from the disappointment of loss. They’re even given participation trophies just for showing up. When did losing become such a bad thing? Gatorade is determined to change this perception and let athletes know that defeat can be their most powerful fuel.
Credits
Client Gatorade Agency TBWAChiatDay Renato Fernandez, chief creative officer; Mark Peters, Doug Menezes, creative directors; Guy Helm, Chris Juhas, sr. copywriters; Chris Rodriguez, Ben Tolbert, sr. art directors; Brian O’Rourke, executive director of production; Guia Iacomin, executive producer; Kathleen Ackel, associate producer Production ALLDAYEVERYDAY PRODUCTIONS Matt Baron, director; Arrow Kruse, Oscar Thomas, exec producers; Victoria Curtis, head of production; Nicola Westermann, Andrew Runkle, producers; Garrett Hardy Davis, DP. Editorial Cut+Run Steve Gandolfi, Luc Giddens, editors; Annabelle Dunbar-Wittaker, head of production; Amburr Farls, exec producer; Michelle Eskin, managing director. VFX a52 Stefan Gaillot, Jesse Monsour, VFX supervisors; Cameron Coombs, Brad Scott, Enid Dalkoff, Gurvan Tanneau, 2D VFX artists; Tom Briggs, 3D artist; Mike Bettinardi, Michael Cardenas, tracking artists; Andrin Mele-Shadwick, Ashlie Iacocca, producers; Patrick Nugent, Kim Christensen, exec producers; Linda Carlson, Jennifer Sofio Hall, managing directors. Color Grade MPC Ricky Gausis, colorist; Meghan Lang, exec producer; Rebecca Boorsma, producer; Elyse Robinson, associate producer. Music Beacon Street Studios Beacon Street, composer; Adrea Lavezzoli, exec producer. Sound Design stimmung Gus Koven, sound designer; Kristina Iwankiw, exec producer. Audio Post Lime Studios Mark Meyuhas, mixer; Peter Lapinski, assistant mixer; Susie Boyajan, exec producer.
With one in five Brits (22%) experiencing a fraud attempt every single week, telecommunications company O2 and VCCP London’s AI creative agency faith have launched what's billed as a first-of-its-kind campaign to fight back against scammers.
At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI character designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.
The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. While anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers’ own biases, Daisy became the perfect scambaiter.
Phoney fraudsters--including many posing as some of the UK’s most trusted businesses--thought they’d got their hands on an easy target, but Daisy has been beating them at their own horrible game, answering scam calls and wasting scammers calls as part of an awareness campaign which exposes fraudsters tricks and tactics and offers top tips on how to avoid scammers.
Daisy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24/7, and over the course of many hours of scam calls she’s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details.
O2 and faith worked with leading U.K. scambaiter Jim... Read More
