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Category
Innovation in Social Media
Annual ID
OS_SM18068M
About the Work
On the day of Usain Bolt’s last 100-meter race, we gave 14 million fans around the world the chance to run along with him. To do it, Gatorade created 41 unique illustrations, one for each step he took in his 9.58 world record race, each crafted to symbolize an important step in his career. Then we hacked Instagram’s story functionality by uploading all of the art to create the platform’s first digital, race-able flipbook, challenging fans around the world to move their fingers as fast as Usain Bolt moved his feet. So by the time Usain had hung up his track spikes, we had turned a race of the 8 fastest sprinters on earth into a victory lap of 14 million people, all there to celebrate each incredible step of Usain Bolt’s career.
2018 Awards
Total Points: 2
Merit
Credits
Agency
TBWA\Chiat\Day, Los Angeles / Los Angeles
Production Company
Bewilder / Capetown
ILOVEDUST / Portsmouth
Chief Creative Officer
Renato Fernandez
Creative Director
Mark Peters
Doug Menezes
Illustrator
Bewilder Na
Ilovedust Na
Product Manager
Jerico Dig Cabaysa
Robyn Morris
Brittany Luhrsen
Erin Moffett
Connor Wudrick
Alice Pavlisko
Laura Drabkin
Eugene Gandia
Kevin Castro
Judy Brill
Agency Producer
Dena Moore
Content Strategist
Scott MacMaster
Martin Ramos
Abigail Weintraub
Creative Team
Ben Tolbert
Paulo Cruz
Chris Juhas
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