Gatorade creates ‘the Bolt rate’ for fastest cricketer
Gatorade has partnered with Usain Bolt to launch a new award for the cricketer with the fastest run.
Created by TBWA and Eleven PR, ‘the fastest run’ trophy will be calculated by a ‘Bolt Rate’, which records the players’ run speed between wickets throughout the Summer cricket season.
The Bolt Rate will be measured by GPS tracking technology and the players’ top speeds will be recorded with the quickest runs being posted on Gatorade Australia’s Facebook page with the fastest cricketer awarded ‘The Gatorade Fastest Run trophy’ at the end of Summer.
Gatorade enlisted its brand ambassador Usain Bolt to train the Australian National Cricket Team and help the players boost their ‘Bolt Rate’.
A video has been created which will run on social media channels.
Andy DiLallo, chief creative officer at TBWA and Eleven, said in a statement: “I love the idea of Gatorade, a brand with a clear mission of achieving optimal athletic performance for its athletes, applying their focus to improving sport itself. Literally speeding up one of Australia’s most loved sports.”
General manager of Eleven, Fee Milliken, said: “Australia is a nation of avid cricket fans and we tapped into their competitive spirit to create an innovative new way to talk about a sport with a long, proud heritage. The Bolt Rate brings speed to the game and has created a new dialogue for cricket fans.”
Credits:
- ELEVEN/TBWA SYDNEY
- Andy DiLallo, Chief Creative Officer
- Russ Tucker, Creative Director
- Annabel Jewers, Agency Producer
- Fiona Milliken, General Manager
- Jade Glashoff, Account Director
- Ali Bates, Senior Accont Manager
- Asheden Hill, Senior Account Executive
- Caitlin Jokovic, Account Executive
- Chris Mawson, Design Director
- Dan Smith, Art Director
- Douglas Hamilton, Copywriter
- Nick McHugh, Copywriter
- Natalie Rempalski, Strategic Planner
- PLAZA
- Paul Middleditch, Director
- Peter Masterton, Executive Producer
- Daniel Ardilley, Director of Photography
- POST PRODUCTION: THE EDITORS
- Daniel Fry, Post Producer
- Jess Mutascio, Editor
- Soren Dyne, Online
- Marcus Timpson, Grade
- GATORADE
- Jamie Bruce, Marketing Manager
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