POWERADE raised the bar for brand activations with its presence at the Athens Half Marathon through the pioneering experiential kiosk “Pause is Power.” This strategic move was not just about supporting sports but delivering a multi-dimensional experience aimed at empowering the audience with the message: “To surpass limits, you first need to pause.”

The activation’s success​ extended to the 41st Athens Marathon in November 2024, reinforcing the core message and providing athletes​ and visitors with a complete hydration and recharge experience.​

Utilizing POWERADE’s global communication platform, Chapter5 designed and implemented an impressive and fully immersive booth that not only represented the concept of pausing but also incorporated rejuvenation as a central theme. The two entrances of the booth, decorated with striking 3D “Pause Buttons,” offered a unique visual experience emphasizing the importance of taking a momentary pause to enhance athletic performance.

Immersive Booth | Marathon Activation

2 SILVER awards