STRATEGY
IDEATION
The Challenge
Powerade needed to recruit a younger generation of athletes and soccer fans during FIFA World Cup 2026 while driving measurable retail engagement, without relying on a generic sweepstakes or one-time activation.
The Challenge
Powerade needed to recruit a younger generation of athletes and soccer fans during FIFA World Cup 2026 while driving measurable retail engagement, without relying on a generic sweepstakes or one-time activation.
The Insight
Younger audiences don't engage with brands passively. Shaped by gaming culture, FIFA Ultimate Team, and drop culture, they engage through systems of progression, rarity, collecting, and identity. The excitement isn't just winning, it's unlocking.
The Insight
Younger audiences don't engage with brands passively. Shaped by gaming culture, FIFA Ultimate Team, and drop culture, they engage through systems of progression, rarity, collecting, and identity. The excitement isn't just winning, it's unlocking.
The Idea
What if every Powerade purchase unlocked a piece of Lamine Yamal's training world? Fans unlock digital relics inspired by Lamine's preparation rituals, building a growing collection while climbing a live leaderboard, turning a sweepstakes into a collecting experience that keeps fans coming back.
The Idea
What if every Powerade purchase unlocked a piece of Lamine Yamal's training world? Fans unlock digital relics inspired by Lamine's preparation rituals, building a growing collection while climbing a live leaderboard, turning a sweepstakes into a collecting experience that keeps fans coming back.
