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2015 One Show - Branded Entertainment

Win From Within: Ben Jackson

Agency VML / Kansas City

Client Gatorade
BACK TO RESULTS

Annual ID

151165A

About the Work

When Gatorade launched its “Win From Within” positioning, the target consumers — teen athletes — thought it was only about winning. So we searched for a way to convey the full message behind Win From Within for our core consumer audience, but sometimes the best ideas are right in front of you. This idea came from a message from a young fan named Ben Jackson. After conversing with Ben on social media, we realized that the way to fully define Win From Within for our audience was to use stories from our audience. We put together a documentary on Ben to stop telling our audience to Win From Within and instead show them how it’s done. Born with spastic cerebral palsy, Ben didn’t want that to define him or his limits. So he defied all odds to become a wrestler and so much more. Ben Jackson is never finished.