Official Water Boy

- GATORADE

We decided to talk about the World Cup under a new perspective: the “water boys” of the Brazilian National Team.

Also popularly known as "masseurs", these are professionals who work behind the scenes in the locker room organization, helping to ensure that the athletes are well hydrated in the field with maximum energy and willingness to perform at the very best level.

Alongside one of the greatest water boys Serginho, we brought a meme created in 2020 to the heart of the campaign, when the player Rafinha was a champion for the Brazilian soccer team Flamengo and went out handing GATORADE® to his teammates during the award ceremony. The player's attitude was a response to the critics who, at the time, said that he was just a GATORADE® deliverer when he played in Germany and hardly ever took the field.

We turned the meme into the motto of the campaign that presents Serginho and Marcelo, CBF's official water boys, as teachers to Rafinha, official ambassador of GATORADE®, in search of knowledge about the role of hydrating his teammates, thus emphasizing the importance of the product for the performance of the Brazilian National Team.

Agency: ISLA
CCO: Rodrigo Grau
CEO: Martin Montoya
Copywriter: Vinicius Dias
Art Director: Isabele Ramos
Strategist: Emily Rheded
Producer: Naná Bittencourt
Social Strategist: Alice Rosa
Project Manager: Juliana Silva