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Special Project

Special Project
From the 14th Annual Shorty Awards

Ignite Your Fire

Entered in Multi-Platform Partnership

About this entry

In C4 Energy’s first-ever global advertising campaign, “Ignite Your Fire”, their roster of pro athletes and top-tier influencers reveal what ignites their fire to overcome any challenge and come out on top. In a series of raw videos, each star shares their personal story of what drives them to strive for greatness and keeps them from giving up despite the naysayers, critics, and their own self-doubt. The campaign highlights top NFL® draft picks Justin Fields and Kyle Pitts; NBA® breakout star Lonzo Ball; WNBA® phenom Te’a Cooper; WWE® Universal Champion Roman Reigns and superstars Bianca Belair and Mandy Rose; and celebrity trainer, and C4® Energy’s Chief Fitness & Business Ambassador, Ron “Boss” Everline.

Each athlete was selected for their innate talent but more importantly how they defied the odds, overcoming countless setbacks and never quitting. The campaign celebrates these triumphs and their personal fires, that relentless pursuit to be the very best and unlock the limitless potential within. For example, Ron “Boss” Everline suffered loss at an early age and channeled his energy into becoming one of the most sought-after celebrity trainers, while Te’a Cooper sustained injuries, team changes, and still performed at the highest level during her rookie year, landing her with one of the top WNBA teams in the nation: the Los Angeles Sparks®. C4 Energy empowers all to reimagine their limits and ignite the fire that’s always been there.

Why does this entry deserve to win?

The Ignite Your Fire campaign brings to life the C4 Energy DNA and what they stand for as a brand. Their mission is to innovate, inspire, and make products that maximize human potential accessible to all. Because of that, C4 Energy’s marketing strategy focuses on their superior products (highest quality functional ingredients), strategic placement at key retailers, high-impact advertising, and the right partnerships/collaborations. In the digital age, C4 Energy has made it a priority to collaborate and align with influencers that speak to what the brand represents. They work closely with all of their influencers and build campaigns around with them to bring their personal story to life. In creating the campaign, C4 Energy looked for the right individuals that embody the brand but were also relatable to their target audience.  Although these individuals have achieved at the highest levels, they are also human and have been faced with struggles just like all of us.


The campaign revealed these moments, capturing each star’s personal story of what drives them to strive for greatness and kept them from giving up despite the naysayers, critics, and their own self-doubt. These individuals include professional athletes including top NFL® draft picks Justin Fields and Kyle Pitts; NBA® breakout star Lonzo Ball; WNBA® phenom Te'a Cooper; WWE® Universal Champion Roman Reigns and superstars Bianca Belair and Mandy Rose; celebrity trainer, and C4® Energy's Chief Fitness & Business Ambassador, Ron "Boss" Everline; as well as the likes of Nick Kosir, the Dancing Weatherman.


The campaign, created by Times10, includes a social media content series across the @C4Energy social channels such as Instagram, Twitter, and Facebook.


As part of the campaign, C4® Energy hosted Ignite Your Fire experiential sampling events around major sport and entertainment events, including being the official Energy Partner of NYC Summer Stage Central Park and WWE SummerSlam in Las Vegas, NV.


Through in-store POS assets, social and paid media, a sampling tour, and key partnerships, C4 Energy’s Ignite Your Fire campaign exceeded all objectives by garnering more than 12 million digital impressions. In addition, they saw a 34% lift in brand awareness, 587%+ increase in site traffic, and 626% increase in brand impressions on social.


Video for Ignite Your Fire

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