W+K Amsterdam Debuts ‘There’s Power in Every Game’ for Powerade

By Erik Oster 

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.



Jonathan Mildenhall: Senior Vice President, Integrated Marketing Content &

Brynn Bardacke: Global Group Creative Director

Andra London: Global Communications Manager

Rachel Holbrook: Global Director, Film Production

Wieden+Kennedy Amsterdam

Executive Creative Director: Mark Bernath & Eric Quennoy

Creative Director: Alvaro Sotomayor & Rosie Bardales

Art Director: Mike Bond

Copywriter: Bernard Hunter

Head of Broadcast Production: Erik Verheijen

Broadcast Producer: Tony Stearns, Lars Fabery de Jonge

Planner: Ben Armistead

Group Account Director: Kirk Johnson

Account Director: Courtney Trull

Account Manager: Alex Allcott

Art Buyer: Maud Klarenbeek

Project Manager: Stacey Prudden

Business Affairs: Emilie Douque

Production Company: Caviar Los Angeles

Director: AG Rojas

Director of Photography: Frederick Backar & Michael Ragan

Producer: Geoff McLean

Executive Producer: Michael Sagol & Jasper Thomlinson

Editing Company: Whitehouse Post London

Editor: Charlie Harvey

Audio Post TVC: GCRS London
Sound Designer TVC: Raja Sehgal

Audio: Wave Amsterdam

Sound Designer/Mixer: Alex Nicolls-Lee

Music, TVC: Schmooz France

Music, Nico Doc: Victor Butzelaar


Music Company, Documentaries: Record-Play

Music Company, Nico Documetnary: Victor Butzelaar

Post Production: Glassworks Amsterdam

Flame: Kyle Obley, Jesper Nybroe, Bob Rojien

3D: Tim Bolland, Simon Glas, Eva Kuehlmann

Telecine: Scott Harris

Producer: Armand Weeresinghe