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孟菲斯的橄榄球男孩
案例简介：相关性 体育运动的本质及其丰富的运动员故事、未知的结果、令人瞠目结舌的胜利和令人反胃的失败为讲故事提供了肥沃的土壤。佳得乐拥有丰富的故事历史，从戛纳大奖赛获胜的 “佳得乐重播”，到德里克 · 杰特广受尊敬的 sendoff。现在，该品牌首次与获奖导演合作，制作电影，聚焦年轻运动员的胜利，以及他们如何真正克服障碍 -- 情境、身体或情感障碍。 活动描述 体育和竞争的核心是庆祝获胜的愿望和意志。我们想通过记录那些试图战胜一切困难的年轻运动员的生活来捕捉这种精神 -- 这种从内部获胜的能力。 概要 在佳得乐，我们相信体育运动的社会和情感潜流，以及它改变个人和社区生活以实现巨大变革的力量。体育是一个伟大的均衡器和统一者，也是我们自己人性的反映。我们想通过在体育运动中以及周围的独特而引人注目的故事，将这种人性带入生活。佳得乐经常因其在全球范围内的明显存在而受到认可，它认识到有机会利用其在体育领域的形象来识别和讲述运动员的激情驱使他们超越障碍的生活故事。在 2016,我们通过召集一群创作者来推动讲故事的界限，并使他们能够讲述引人注目的长篇故事，这些故事的特点是运动员带着决心和获胜的纯粹意愿克服逆境。 执行 这部电影考察了权力中心学院的第一支橄榄球队，以及高级卡尔文 · 金特里如何利用橄榄球作为生活更积极生活的动力。他的特许学校买不起足球队，更不用说一个合适的校园了。但是教练罗布 · 雷茨不把 “不” 作为答案，并提出了一种经济的替代足球的方法，只需要一小块草地和球。在第一年，学校的全非裔美国橄榄球队与富裕郊区的著名橄榄球预科学校竞争。尽管权力中心学院在第一年就经历了一系列的失败，但该队后来几乎赢得了每场比赛，培养了三名全国全明星球员。孟菲斯的橄榄球男孩正处于他们潜在的边缘 -- 即将毕业，为大学奖学金而战，追逐一个他们没有橄榄球比赛就看不到的未来。 结果 由于这部电影的有限发行，El Rey Network 已经接受了这部电影，并将在广播和点播视频上制作长达一小时的节目内容，包括扩展版本, 还有 “幕后” 镜头。 战略 佳得乐确定了一名年轻运动员，他利用体育作为克服逆境和逃避现实的一种方式。为了记录这位运动员的旅程，我们与著名导演大卫 · 达格 (奥斯卡提名的 12 号人体队和霍乱时期的棒球电影制作人) 一起创作了电影。这部电影旨在探索这个主题的运动成功之路的幕后视角，以及他在球场上和场外所面临的障碍。
孟菲斯的橄榄球男孩
案例简介：Relevancy The nature of sports and its bevy of athlete stories, unknown outcomes, eye-popping triumphs and stomach churning defeats provides fertile ground for storytelling. Gatorade has a rich storytelling history from the Cannes Grand Prix winning “Gatorade Replay,” to the widely-revered sendoff of Derek Jeter. Now, the brand has teamed with award-winning directors for the first time to create films focusing on the triumphs of young athletes and how they truly came to overcome obstacles - situational, physical or emotional. CampaignDescription At its core, sport and competition celebrates the desire and will to win. We wanted to capture this spirit – this ability to win from within - by documenting the lives of young athletes who try to win against all odds. Synopsis At Gatorade, we believe in the social and emotional undercurrents of sport and its power to transform the lives of individuals and communities to make societal change. Sport is a great equalizer and unifier, and serves as a reflection of our own humanity. We wanted to bring this humanity to life through unique and compelling stories in, and around, sport.Often recognized for its unmistakable presence along sidelines globally, Gatorade recognized the opportunity to use its profile within sport to identify and bring to life stories where an athlete’s passion drove them beyond their obstacles.In 2016, we pushed the boundaries of story-telling by bringing together a group of creators and enabled them to tell compelling long form stories that feature these athletes overcoming adversity with determination and the sheer will to win. Execution The film takes a look at Power Center Academy’s first rugby team, and how senior Calvin Gentry used rugby as motivation to live a more positive lifestyle. His charter school couldn’t afford a football team, much less a proper school campus. But Coach Rob Reetz wouldn’t take ‘no’ as an answer and presented an economical alternative to football that only required a patch of grass and ball. Within the first year, the school’s all African American rugby team was competing against prominent rugby prep schools of the wealthy suburbs. While the Power Center Academy battled a series of losses in their first year, the team later won nearly every game, fostering three national All-Star players. The rugby boys of Memphis are on the brink of their potential - nearing graduation, fighting for college scholarships and chasing a future they otherwise would not have seen without the game of rugby. Outcome As a result of the film's limited distribution, El Rey Network has accepted the film and will be creating hour-long programmatic content on broadcast and on-demand video that includes extended versions, along with ‘Behind the Scene’ footage. Strategy Gatorade identified a young athlete that was using sport as a way to overcome adversity and escape current realities. To chronicle this athlete’s journey, we created films with renowned director, David Darg (Oscar-nominated filmmaker of Body Team 12 and Baseball in the Time of Cholera). The film is meant to explore a behind-the-scenes look at the subject’s path to athletic success and the obstacles he faced getting there, both on the pitch, and off.
The Rugby Boys of Memphis
案例简介：相关性 体育运动的本质及其丰富的运动员故事、未知的结果、令人瞠目结舌的胜利和令人反胃的失败为讲故事提供了肥沃的土壤。佳得乐拥有丰富的故事历史，从戛纳大奖赛获胜的 “佳得乐重播”，到德里克 · 杰特广受尊敬的 sendoff。现在，该品牌首次与获奖导演合作，制作电影，聚焦年轻运动员的胜利，以及他们如何真正克服障碍 -- 情境、身体或情感障碍。 活动描述 体育和竞争的核心是庆祝获胜的愿望和意志。我们想通过记录那些试图战胜一切困难的年轻运动员的生活来捕捉这种精神 -- 这种从内部获胜的能力。 概要 在佳得乐，我们相信体育运动的社会和情感潜流，以及它改变个人和社区生活以实现巨大变革的力量。体育是一个伟大的均衡器和统一者，也是我们自己人性的反映。我们想通过在体育运动中以及周围的独特而引人注目的故事，将这种人性带入生活。佳得乐经常因其在全球范围内的明显存在而受到认可，它认识到有机会利用其在体育领域的形象来识别和讲述运动员的激情驱使他们超越障碍的生活故事。在 2016,我们通过召集一群创作者来推动讲故事的界限，并使他们能够讲述引人注目的长篇故事，这些故事的特点是运动员带着决心和获胜的纯粹意愿克服逆境。 执行 这部电影考察了权力中心学院的第一支橄榄球队，以及高级卡尔文 · 金特里如何利用橄榄球作为生活更积极生活的动力。他的特许学校买不起足球队，更不用说一个合适的校园了。但是教练罗布 · 雷茨不把 “不” 作为答案，并提出了一种经济的替代足球的方法，只需要一小块草地和球。在第一年，学校的全非裔美国橄榄球队与富裕郊区的著名橄榄球预科学校竞争。尽管权力中心学院在第一年就经历了一系列的失败，但该队后来几乎赢得了每场比赛，培养了三名全国全明星球员。孟菲斯的橄榄球男孩正处于他们潜在的边缘 -- 即将毕业，为大学奖学金而战，追逐一个他们没有橄榄球比赛就看不到的未来。 结果 由于这部电影的有限发行，El Rey Network 已经接受了这部电影，并将在广播和点播视频上制作长达一小时的节目内容，包括扩展版本, 还有 “幕后” 镜头。 战略 佳得乐确定了一名年轻运动员，他利用体育作为克服逆境和逃避现实的一种方式。为了记录这位运动员的旅程，我们与著名导演大卫 · 达格 (奥斯卡提名的 12 号人体队和霍乱时期的棒球电影制作人) 一起创作了电影。这部电影旨在探索这个主题的运动成功之路的幕后视角，以及他在球场上和场外所面临的障碍。
The Rugby Boys of Memphis
案例简介：Relevancy The nature of sports and its bevy of athlete stories, unknown outcomes, eye-popping triumphs and stomach churning defeats provides fertile ground for storytelling. Gatorade has a rich storytelling history from the Cannes Grand Prix winning “Gatorade Replay,” to the widely-revered sendoff of Derek Jeter. Now, the brand has teamed with award-winning directors for the first time to create films focusing on the triumphs of young athletes and how they truly came to overcome obstacles - situational, physical or emotional. CampaignDescription At its core, sport and competition celebrates the desire and will to win. We wanted to capture this spirit – this ability to win from within - by documenting the lives of young athletes who try to win against all odds. Synopsis At Gatorade, we believe in the social and emotional undercurrents of sport and its power to transform the lives of individuals and communities to make societal change. Sport is a great equalizer and unifier, and serves as a reflection of our own humanity. We wanted to bring this humanity to life through unique and compelling stories in, and around, sport.Often recognized for its unmistakable presence along sidelines globally, Gatorade recognized the opportunity to use its profile within sport to identify and bring to life stories where an athlete’s passion drove them beyond their obstacles.In 2016, we pushed the boundaries of story-telling by bringing together a group of creators and enabled them to tell compelling long form stories that feature these athletes overcoming adversity with determination and the sheer will to win. Execution The film takes a look at Power Center Academy’s first rugby team, and how senior Calvin Gentry used rugby as motivation to live a more positive lifestyle. His charter school couldn’t afford a football team, much less a proper school campus. But Coach Rob Reetz wouldn’t take ‘no’ as an answer and presented an economical alternative to football that only required a patch of grass and ball. Within the first year, the school’s all African American rugby team was competing against prominent rugby prep schools of the wealthy suburbs. While the Power Center Academy battled a series of losses in their first year, the team later won nearly every game, fostering three national All-Star players. The rugby boys of Memphis are on the brink of their potential - nearing graduation, fighting for college scholarships and chasing a future they otherwise would not have seen without the game of rugby. Outcome As a result of the film's limited distribution, El Rey Network has accepted the film and will be creating hour-long programmatic content on broadcast and on-demand video that includes extended versions, along with ‘Behind the Scene’ footage. Strategy Gatorade identified a young athlete that was using sport as a way to overcome adversity and escape current realities. To chronicle this athlete’s journey, we created films with renowned director, David Darg (Oscar-nominated filmmaker of Body Team 12 and Baseball in the Time of Cholera). The film is meant to explore a behind-the-scenes look at the subject’s path to athletic success and the obstacles he faced getting there, both on the pitch, and off.
孟菲斯的橄榄球男孩
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The Rugby Boys of Memphis
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