We set out to redefine Gatorade’s ‘No Sugar’ range with a bold new brand positioning, that tackles water head on. The platform 'Water Wasn't Made for This’, is a powerful reminder that today’s intense workouts demand more than just water – specifically, Gatorade's scientifically crafted electrolytes, sodium, and potassium.

Beyond film, outdoor and social, the campaign extends to ambient placements where exercisers sweat the most – at the top of a gruelling flight of stairs, on heavy kettlebells, pull-up bars and even at outdoor gyms.