Hasta La Creative!

W+K Amsterdam have a launched a new, global World Cup 2014 campaign for Powerade, “the official sports drink of FIFA.”In addition to television, the campaign also includes print/out of home, digital, and online documentary films (more on that later).

“There’s Power in Every Game” centers around Andrés Iniesta, the Spanish star who scored the winning goal in the 2010 World Cup. He takes center stage in the 60-second spot (featured above), which also features five amateur athletes from around the world. Each of these athletes has “overcome challenges in their lives and in the process have lifted their teammates, rallied supporters and inspired communities through their dedication and achievements in the sport” — which exemplifies the campaign’s #PowerThrough message.

Each of these amateur athletes will be featured in their own documentary, starting with the inspirational story of Nicolai “Nico” Calabria. Debuted at the Kicking + Screaming Football Festival in New York last week and being released as a television spot in addition to its online release, the two minute film tells Nico’s story growing up with one leg and defying expectations to succeed as an athlete. Incorporating an impressively-edited mix of home video footage and live action film, it’s a powerful telling of Nico’s story, and well worth a watch.

“Nico’s story is one of unwavering determination,” said Brynn Bardacke, global group creative director for Powerade. “He truly embodies what we mean when we say there’s power in every player and power in every game.”

Stick around for “Nico & Powerade,” along with credits, after the jump. continued…

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Red Urban, Volkswagen’s creative agency in Canada for the past three-and-a-half years, has unveiled the new Golf GTD with a global campaign showcasing the car’s rapid acceleration. The five 15-second spots for the campaign were filmed on location in Toronto over the course of two days, presenting quite a few challenges for Red Urban and director Curtis Wehfritz, working with several different shooting locations, a car-mounted camera and many prop gags.

The results are pretty mixed, ranging from the befuddling — expanding waistlines and accelerated childbirth — to the humorous: a grumpy child whose strawberry ice cream flies off its cone and against the rear windshield. This latter spot succeeds largely because of the perfect look on the girl’s face, and the believable (if unrealistic) execution of the ice cream splat.

The series marks the Canadian agency’s increasing expansion into global creative work for Volkswagen, which creative director Christina Yu calls “an amazing opportunity for Red Urban.” Red Urban’s work for Volkswagen in Canada has been innovative and has even seen the agency take some risks, as with their “Great Volkswagen Art Heist” campaign. While their campaign for the Golf GTD plays it relatively safe, hopefully the agency will start pushing boundaries with their future global work for Volkswagen.

Credits and one more video after the jump.

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