Yesterday, I had the opportunity to attend the The Contagious Conversation session sponsored by Publicis & Contagious. They shared some great unconventional advertising campaigns from the last year. My favorite example was the Gatorade Replay campaign. The campaign began as a documentary project to get two high school football teams that had tied in a major rivalry in 1993 to replay the game 15 years later. With the players now in their 30s, Gatorade spent 2 months training them for the rematch. Peyton and Eli Manning were on hand as honorary coaches. Due to the success of Replay, it is now a regular documentary series featuring “the greatest high school rivalries in the country.”
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