Creative Concepts
Leo Burnett Mumbai strikes Gold in ‘Creative Data’ for Gatorade’s ‘Turf Finder’ campaign
The campaign illustrates the use of data to solve real-life problems
Leo Burnett Mumbai has bagged a Gold in the ‘Creative Data’ in Cannes Lions 2024 for Gatorade’s ‘Turf Finder’ campaign. Gatorade, the hydration brand, launched the “Turf Finder” campaign to locate spaces where people can play, whenever and wherever space allows in the city. Using data from Google Maps, this initiative addressed the shortage of recreational areas in urban India.
That is, using Google traffic data the campaign entailed pinpointing low-traffic sites and transforming them into temporary play courts for sports such as cricket and basketball.
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