Gatorade - Urinads

Gatorade and TombrasNiña turn hydration into a brand strategy

At the two most importants marathons in Buenos Aires, we identified something crucial: one of the main reasons runners drop out are the cramps caused by dehydration. And the simplest way to detect it isn’t on a watch or an app. It’s in the color of your urine.

That’s why Gatorade, the number-one sports hydration drink, decided to do something.

We turned the race restrooms into autodiagnossis billboards displaying a precise color scale that allowed the 88.1% of the participants to check their hydration levels before, during, and after the race. Helping them boost their performance