June 10, 2010
Gatorade took a new turn in its branding strategy last year by renaming itself “G.” Its latest offering is a line of performance drinks called “The G Series.” A set of 3 drinks aims to help athletes perform their best – 01 Prime is meant provides a boost of energy before activity, 02 Perform is the Gatorade Thirst Quencher taken during movement, and 03 Recover helps athletes rehydrate and aids muscle recovery after exercise.
Joachim Ladefoged worked with TBWA\Chiat\Day to photograph the print campaign. The first round of advertisements released include three-time Olympic gold medalist and record-setting sprinter Usain Bolt, NBA all-star player Dwight Howard, and NFL quarterback and 4-time MVP Peyton Manning. The black and white images of the elite athletes shows them imbibing the performance drink while training and competing.
Says Art Producer Debra Rosen, “Working with Joachim was an unbelievable experience. We had very little time with the athletes and Joachim still managed to capture beautiful, poignant imagery in every single shot. His positive attitude makes him a joy to work with and his incredible talent makes for flawless artwork.”