Brazil is growing fast regarding internet access and investments online. But the fact is it’s very hard yet to get people to engage online.

We created a campaign that brought the fans and the player’s families into a place they’ve never been before: the team’s locker room, fueling the athletes’ minds as Gatorade fueled their bodies. Fans and family participation became important not only for the brand, but also for the athletes. They decided to respond,creating an unexpected dialog involving the brand.

Gatorade had a 20% growth in relation to the past year, braking two consecutive sales records. 2% growth in market share in two months. US$ 15M in spontaneous media. More than 2M views on YouTube. Facebook fans jumped from 600.000 to more than 1.3M. And Corinthians became the 2012 FIFA Club World Cup Champion.