Cannes Lions

The Gersey

MIRUM PUERTO RICO, San Juan / PEPSICO / 2017

Case Film
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Overview

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Credits

OVERVIEW

Description

Gatorade, the world’s leading brand for athletic performance drinks, designed The Gersey, a shirt made with a special thermochromic ink that changes colors when the body reaches a temperature of 97 °F, which means that your body needs hydration. This way, you can gauge your body’s performance just by looking at your shirt.

Execution

Gatorade designed a special shirt made with thermochromic ink. This ink reacts to temperature by changing its color. The Gersey was designed so that the ink filled the iconic Gatorade G placed in the shirt’s left chest area. When the athlete’s body temperature reached 97 degrees Fahrenheit (36 degrees Celsius), the G started fading into Gatorade’s official orange color. This signaled the athlete that increased body temperature was increasing perspiration and thus it was a good time to rehydrate to keep performing at a high level. The shirts were distributed to football teams across the island for use in their practices. We filmed some of them as port of a brand video.

Outcome

The shirts were such a hit that, starting this summer, Gatorade will distribute them nationwide. The Puerto Rico National Football Federation will adopt the Gersey technology into some of its leagues ranging from youth to pro.

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