Sports drink Powerade has today unveiled its new marketing campaign, courtesy of Wieden+Kennedy Amsterdam, ahead of the 2014 FIFA World Cup.
The ‘There’s Power in Every Game’ campaign includes TVCs, print, out-of-home, documentary-style films and a global digital activation that heroes real players.
Spanish professional footballer Andres Iniesta is the face of the campaign which includes stories of five amateur athletes.
The campaigns central documentary in the series focuses on American athlete Nicolai ‘Nico’ Calabria. The documentary follows Nico, who was born with one leg, as he grows up and “defies expectations”.
The campaign will launch in 40 marketers worldwide ahead of the FIFA World Cup. For more on the campaign click here.