By Greg Hazley
A U.S. campaign for Gatorade to boost exercise among adults over 30 by TBWA\Chiat\Day and supported by Fleishman-Hillard, among other agencies, won the Grand Prix at the Cannes Lions awards festival in France today.
NFL quarterback Peyton Manning gives a pep talk to the Easton Area Red Rovers before the "Replay" game versus the Phillipsburg Stateliners on April 26, 2009.
The push, called "Replay," replayed a high school football game between Easton and Phillipsburg, Pa., with the original players from 1993 that ended in a 7-7 tie.
The game sold out 15,000 seats in 90 minutes and aired on TV in primetime across two states garnering an estimated $3.4M worth editorial coverage off of $225K in paid media, including a six-page spread in Men's Health.
Fleishman execs working on the account included senior VP Jim Motzer and VP Adam Tanieleian, as well as VP Bonnie Block and senior A/E Julie Mason. Paragon Marketing Group and digital agency Caviar also worked on the campaign. TBWA and F-H are part of Omnicom.
Replay was named as one of CNN's top stories of 2009 and is now a documentary television series with a follow-up game slated for this year. Gatorade has received thousands of petitions from athletes to replay games.
F-H also won a gold Lion -- the only U.S. gold winner besides the Gatorade campaign -- for its "Riding Shotgun with Papa" campaign for Papa John's.
Ogilvy PR Worldwide picked up a silver Lion at Cannes for its "Sociable Drive" campaign work with Ford.
This year is the second for the PR awards at the Cannes Lions. Tourism Queensland won the Grand Prix last year for its “Best Job in the World” campaign to a hire a caretaker for the islands of the Great Barrier Reef. Australian agency CumminsNitro worked on that effort.
Complete list of winners is here (PDF).