There were two different campaigns running parallely. The first would cover the Latin American and hispanic market and the second would be a global campaign.
For the Gatorade Evoluciona we wanted to create an atmosphere that incorporates solid ethic elements coming from primitive cultures. We wanted to celebrate the pure culture of the populations living in the Latin America region. At the same time we wanted to modernize them and project them to the future. A series of patterns inspired from the African and South American heritage have been combined with fractals and Op Art symbols. Athletes were chosen depending on which country the media was placed. The goal was to visually communicate the relationship between the ingredients in the product, and the athletes who drink them.