Brand
Campaign
Agency
Campaign
Agency
Gatorade
Luka Ho77ywood
TBWA\Chiat\Day
The basketball world was left stunned when Luka Dončić was unexpectedly traded to the Los Angeles Lakers. The news shocked fans, insiders, and players alike, sparking theories and speculation.
Idea
We knew we had to act fast to create something memorable that would cut through the rest of the noise surrounding this huge piece of news. So we turned to the iconic Hollywood sign, a symbol deeply tied to LA’s identity. Using VFX, we transformed the sign into a bold tribute to Luka’s jersey number, replacing the two “LLs” with Laker’s yellow sevens “77”. In 48 hours from brief to post, with a very low budget; using only a stock video, stock music, and After Effects, this concept was brought to life.
Result
This activation exceeded expectations, becoming one of Gatorade’s most successful posts ever. We earned 1 billion+ impressions, 56 media placements, 8.4M+ views on owned social, and 150K+ engagements, making this post the highest viewed for any sports drink content in 2025.