ADC Awards
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Category
Direct / Wildcard - Single
Annual ID
ADC_ADV20_092M
About the Work
Maurten is a success fuel that has helped many athletes and amateurs to new records and wins, and has garnered a lot of attention and appreciation among elite athletes around the world. The challenge? Many of the athletes use Maurten under the radar, as they are already sponsored by other brands: Global giants with budgets that Maurten cannot compete with, making it difficult for them to reap the fruits of this success. But like true athletes, Maurten decided that if they could not win on raw strength, they could instead outwit their opponents – and turn a problem into a strength. We created Maurten Unofficial. An un-branded product range designed for athletes sponsored by others. Targeted at everyone who wants to benefit from Maurtens hydrogel technology – without breaking contracts. The Unofficial-range has the same content as the official products, but comes in incognito packaging. Mixed in bottles with pixelated logos and delivered in anonymized boxes. Even the Unofficial site is without visible logos. A new product-range that has a market of its own, but helps pushing the original product simply by highlighting the purpose of its own existence. By making Maurten anonymous, we made them more famous than ever.
2020 Awards
Total Points: 2
Merit Honor
Credits
Agency
Akestam Holst NOA / Stockholm
Production Company
BKRY NoA / Stockholm
Art Director
Hugo Wallmo
Andreas Karlsson
Creative Director
Magnus Jakobsson
Designer
Theresa Lee Zonars
Magnus Pettersson
Producer
Leila Widgren
Strategist
Karl Wikström
Writer
Petter Nylind
Noah Bramme
Account Team
Nicole van Rooij
Agneta Oppenheim
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