Our task was to bring Energade’s new brand positioning, “Step up your game” to life through a simple and relatable piece that would drive the message home. The first step was to find someone who embodied this sentiment – naturally, we opted to work with Olympic gold medallist and 400-meter world record holder, Wayde van Niekerk.
To land the positioning, we created a piece where Wayde provides advice to his younger self, representing millions of aspiring athletes.
Main TVC
We created a 30’’ TVC that switches the viewer between scenes of Wayde as a young boy and the Olympic and World record holder, looking to take things to another level in Tokyo. The aim was to capture the essence of Energade’s new brand positioning by highlighting the challenges and obstacles he faced and ultimately overcame. The piece aired on television in-and-around the Tokyo 2020.
Cutdowns
In addition, Wayde spoke through several performance-based questions that tapped into the essence of what “Step up your game” means. These were cut down into 15 – 30’’ clips that were used exclusively across Energade’s owned social media platforms to support the main piece.
+ 4.4M impressions – Across social media platforms
+ 2.9M reach
+ 4.7M TV viewers reached
