This Powerade campaign was to promote the new Silver Charge flavoured product and express that 'Powerade fuels the All Blacks'. The campaign had to illustrate strongly this single minded statement using the right balance - the All Blacks are strongly featured but the focus is the sport science qualities of Powerade and it's benefits. A strong technical feel was adopted to communicate this. The campaign was seen on street posters, bus shelters, fridge electrostatics and magazine advertising.
Powerade — Silver Charge Campaign
Concept development / Advertising / Retouching & photography art direction