The Goal: To create a rich media home page take-over banner for espn.com that extended the story of Gatorade’s “Origins” television commercials featuring the 1967 University of Florida Gators, and also expanded upon Gatorade’s history by including additional milestone events in Gatorade’s time line to include the K.C. Chiefs 1969 Super Bowl victory after a pre-season filled with dehydration issues, as well as Michael Jordan’s “flu game” in game 5 of the 1997 NBA Finals.
The home page take-over would “rip away” the current espn.com’s site content to reveal what appeared to be older espn.com articles about athletes, fueled by Gatorade, overcoming the setbacks of dehydration during sporting events. Each story was written as if it was reporting the events of the games while also including a message about the role the “invisible opponent”, dehydration impacted the players performance and Gatorade’s contribution to reversing those disadvantages.
Art Director: Robin Barrow
