Powerade Innergear campaign wins MCCA The Best Awards
The team behind Powerade's Innergear campaign is celebrating after winning the highly regarded MCCA ‘The Best Awards' for the ‘Best Communication Campaign Featuring Sponsorship' last night. The campaign has also been short-listed for both the Sports Industry and Hollis awards in 2009.
Entered on behalf of Powerade by its sponsorship agency, Synergy, the integrated campaign featured striking photography of Team GB athletes, including Olympic Gold medallist Rebecca Romero, and Olympic silver medallist, Phillips Idowu, doing their individual sports ‘naked'. The athletes were chosen as a showcase of the diversity of talent in Team GB at the Beijing 2008 Olympic Games. The essence of the Powerade InnerGear concept illustrates that what athletes put inside their bodies and how they prepare - their InnerGear - is just as important as their outer gear (sports kit).
The campaign focused on Powerade's sponsorship of Team GB, as the Official Sports Drink, and via its cross agency team was supported by a brand experience, point-of-sale activity, PR and a print and outdoor advertising campaign. Powerade was praised by the judges for the striking creative and innovative approach which so clearly demonstrated the InnerGear concept.
Beth Allen, Senior Brand Manager for Powerade said: "Getting such a great endorsement from the industry for our work is a great tribute to the team. Everyone is used to seeing athletes in competition or winning. We wanted to give the consumer the chance to see the real make-up of an athlete celebrating the body and spirit and the hard work that goes into training for all athletes, whatever your level. The shots looked fantastic and are a testament to the photographer and the athletes."
Tim Crow, CEO of Synergy said: "We're naturally absolutely delighted for the Powerade team and incredibly proud to have won what is probably the most prestigious sponsorship award in the UK marketing industry for the second successive year, following our win for the Guinness Premiership work in 2008."
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Notes to editors:
About Powerade - Powerade is the official sports drink and InnerGear of Team GB. The Isotonic sports drink has been developed by sports scientists to enhance performance through energy and hydration.
About Synergy - Synergy (www.synergy-sponsorship.com) is a multidisciplinary specialist sponsorship consultancy founded in 1984, which guides brands from strategy to delivery and counts Aviva, Ballantine's, British Airways, Chivas Regal, Coca‑Cola, Guinness, Powerade and RBS among its clients. Synergy is part of the Engine Group (www.theenginegroup.com), one of the UK's fastest growing integrated communications groups and the largest privately owned marketing services group in the UK Formed in 2005, Engine has been built through a strategy of organic growth and acquisition. Engine's fourteen partner companies are: Synergy, WCRS, Dave, Woo, Slice, Huge Entertainment, Altogether, Digital Public, Mandate, Partners Andrews Aldridge, Fuel, Hogarth, Totem and Edwards Groom Saunders.
