TBWA\Chiat\Day LA developed this campaign to increase Gatorade’s brand health by driving cultural conversations and relevancy. At a time when culture was stunned by a major trade–Luka Dončić’s move from the Dallas Mavericks to the Los Angeles Lakers–Gatorade acted quickly to respond to the moment, demonstrating its awareness of sports culture and thereby strengthening its credibility.

By cleverly capitalizing on an already widely discussed event, Gatorade was able to secure positive sentiment from the broader social community.

When Luka’s blockbuster trade was announced, TBWA\Chiat\Day LA moved fast. To welcome him to LA, they hijacked the Hollywood sign—swapping the iconic “LL” for bold yellow sevens to represent his jersey number, 77. The result was a striking visual that stopped scrolls and owned the moment.

The post exploded, becoming one of Gatorade’s most successful ever. It lit up social feeds, sparked global conversations in the basketball world, and showed fans that Gatorade doesn’t just follow culture—we help shape it. This bold move celebrated their athlete, captured the city’s energy, and proved the power of reacting in real time.