“What are you willing to lose, to win?”

As Head of Creative at the production company Chisel, I oversaw a team of copywriters, designers and directors to execute an integrated campaign for Gatorade across social, OOH and BVOD.

As the officical ‘hydration partner’ of the AFL, the client wanted a creative concept that centred around a distinct brand asset - sweat.

Built around a core sporting truth - that the best athletes in the world are all prepared to risk it for the biscuit - the line “What are you willing to lose, to win?” was created and helped deliver the client some of it’s highest brand awareness scores in recent memory.

Even Kendrick Lamar seemed to be a fan of the copy!