Powerade Unveils 2014 FIFA World Cup™ Campaign – There’s Power in Every Game

Campaign features Spain’s Andrés Iniesta alongside five amateur athletes

ATLANTA, April 14, 2014 – Today Powerade, the official sports drink chosen by FIFA, unveils “There’s Power in Every Game,” ahead of 2014 FIFA World Cup™. The campaign, created with Wieden+Kennedy Amsterdam, includes television commercials, print/out-of-home, documentary-style films, and for the first time global digital activation that hero real players – celebrating the sweat, hard work and determination it takes to overcome adversity and power through.

Spanish Professional Footballer, Andrés Iniesta, who memorably scored Spain’s winning goal in the 2010 FIFA World Cup™ is the face, of the campaign which is also supported by stories of five amateur athletes from around the world. All of the athletes have overcome challenges in their lives and in the process have lifted their teammates, rallied supporters and inspired communities through their dedication and achievements in the sport.

Iniesta, who has powered through to achieve the highest level of success on the world’s largest football stage, is featured alongside each of the additional amateur athletes at critical moments in their respective games when they made the choice to power through.

The central documentary in the series, first revealed last week in New York at the Kicking + Screening Football Festival, is that of American athlete Nicolai “Nico” Calabria. The film follows Nico, born with only one leg, as he grows up and defies expectations; redefining possibility. Incorporating hours of home video footage edited with live action film, Nico’s documentary portrays the raw and inspiring willpower of a young man who refuses to let any challenge stand in his way.

“Nico’s story is one of unwavering determination,” said Brynn Bardacke, Global Group Creative Director for Powerade. “He truly embodies what we mean when we say there’s power in every player and power in every game.”

Nico’s documentary is being streamed globally on Powerade’s YouTube channel and will appear as a television commercial in select markets. Four additional athlete documentaries, including Marcelo Schmidt (Brazil), Haboubakar Amadou Conde (Brazil), Erik Flores (Spain) and Karlota Planas (Spain) are also available to stream now on Powerade’s YouTube channel: http://www.youtube.com/Powerade

“There’s Power in Every Game” will launch in close to 40 markets worldwide ahead of the FIFA World Cup™ in Brazil including the US, Mexico, Brazil, Canada, Japan, South Africa and South Korea.

POWERADE – THERE’S POWER IN EVERY GAME

CLIENT
Senior Vice President, Integrated Marketing Content & Design Excellence: Jonathan Mildenhall
Global Group Creative Director: Brynn Bardacke
Global Communications Manager: Andra London
Global Director, Film Production: Rachel Holbrook

WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director: Mark Bernath & Eric Quennoy
Creative Director: Alvaro Sotomayor & Rosie Bardales
Art Director: Mike Bond
Copywriter: Bernard Hunter
Head of Broadcast Production: Erik Verheijen
Broadcast Producer: Tony Stearns, Lars Fabery de Jonge
Planner: Ben Armistead
Group Account Director: Kirk Johnson
Account Director: Courtney Trull
Account Manager: Alex Allcott
Art Buyer: Maud Klarenbeek
Project Manager: Stacey Prudden
Business Affairs: Emilie Douque

FILM PRODUCTION
PRODUCTION COMPANY: CAVIAR LOS ANGELES
Director: AG Rojas
Director of Photography: Frederick Backar & Michael Ragan
Producer: Geoff McLean
Executive Producer: Michael Sagol & Jasper Thomlinson

EDITING COMPANY: Whitehouse Post London
Editor: Russel Icke, Charlie Harvey

AUDIO POST: WAVE AMSTERDAM
Sound Designer/Mixer: Alex Nicolls-Lee

Audio Post TVC: GCRS London
Sound Designer TVC: Raja Sehgal

MUSIC TVC: Schmooz France
MUSIC Nico Doc: Victor Butzelaar
Artist / Title TVC: Sanj SEN – Powerade 2014 Composition
Artist / Title Nico film: Victor Butzelaar – Nico Piano Composition
Music Company TVC: Music Company Documentaries
Music Company Nico Docu: ULTRASCHMOOZ
Record-Play: Victor Butzelaar

POST PRODUCTION: GLASSWORKS AMSTERDAM
Flame: Kyle Obley, Jesper Nybroe, Bob Rojien
3D: Tim Bolland, Simon Glas, Eva Kuehlmann
Telecine: Scott Harris
Producer: Armand Weeresinghe

PRINT PRODUCTION
Photographer: Levon Biss
Photographers agent: Seamus O’Cleary @ Bonakdar Cleary
Production Company: Widescope Productions

About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world’s most valuable and recognizable brands, our Company’s portfolio features 17 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.

About Powerade
Powerade is a brand of The Coca-Cola Company, one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of FIFA World Cup™ that began in 1978. Powerade is a brand of The Coca-Cola Company, and is available in 70 markets, including Australia, USA, Canada, Great Britain, Brazil, Mexico, Russia, Spain and South Africa. Powerade combines carbohydrates, electrolytes with fluids for energy and hydration. It quenches thirst and replenishes minerals and carbohydrates lost during sports or other intense activities. In most markets, Powerade is scientifically formulated with the ION4® Advanced Electrolyte System, which helps replenish 4 key.

About Wieden+Kennedy Amsterdam
Wieden+Kennedy is an independent, creatively led advertising agency that creates strong and provocative relationships between good companies and their consumers. Founded in 1992, the Amsterdam office is a truly international agency purposefully built to produce global and pan-European campaigns. Clients include Coca-Cola, Electronic Arts, Heineken, Booking.com, Nike, Powerade, Women Win and EYE Film Institute.
www.wkamst.com