In Colombia, transplant patients have a higher death risk after the operation because 95% of them don't do any physical activity.
There is a general belief, from doctors and patients, that physical activity puts their bodies in danger; when according to studies
from the University of Copenhagen is actually the opposite. Gatorade decided to use the IronMan 70.3 in Cartagena, to demonstrate how high intensity physical activity help transplant patients, by training a group of them to run and finish the competition.
Company: Sancho BBDO
Client: Gatorade Colombia
Creative VP: Hugo Corredor / Giovanni Martínez
Executive Creative Director: Daniel Álvarez
Account Director Total Work: Javier Jiménez
Account Director: Rodrigo Salazar
Account Manager: Julián Ortíz
Content Director: Daniela Osorio
Production: Flare Studio