MANILA, PHILIPPINES – Gatorade’s classic tagline “Is It in You?” isn’t just a catchy line — it’s a whole vibe and a whole movement. It’s all about that inner fire all of us have inside each and everyone of us. It encourages everyone to look inside themselves for the more they have to offer.
More than just a sports drink, Gatorade positions itself as the fuel that helps unlock this inner greatness no matter where you are in your journey.
The brand believes this idea hits home whether you’re grinding it out on the court, at home, or at work. The message is the same: greatness starts from within. And Gatorade? It’s there to help bring it out.
This message is so big that it couldn’t be contained on a screen. Gatorade Philippines knew the campaign had to spread to the streets. It had to challenge people in their everyday lives to go that extra mile, to fit in that work out, to train on a dreary tiring Monday.
This was done through larger than life out of home installations – from an underpass that made a lackluster walk into an invigorating relay to waiting sheds that encouraged you to chase after greatness, not wait for it.
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Marketing Lead Rafael Baradas says, “This campaign was about providing motivation where Filipinos are —on the road, on their way to work, as they walk home from errands — and reminding them that greatness isn’t out there somewhere. It’s already in you.”
Creative Director Raffy Raralio, DDB MNL, adds: “Finding it in you to do more and be more — has always been the heart of Gatorade’s #IsItInYou campaign! It made the most sense to create executions that invite everybody to actually do just that.”
Filipinos are known for their heart, hustle, and never-quit mentality. That’s the spirit Gatorade taps into and fuels. By keeping the consumer in mind, the brand keeps the “Is It In You” message fresh, relatable, and totally in sync with today’s sports and street culture.
Have you fueled what’s in you today? Head over to any Gatorade OOH and unleash your greatness.
