Maurten Unofficial: Maurten Unofficial

Maurten is a Swedish sports nutrition brand that is officially used by some of the world's leading endurance athletes - such as Mo Farah, Eliud Kipchoge, Mary Keitany and Jan Frodeno. But even more are those who use Maurten unofficially, elite athletes sponsored by larger competitors in the category. To make life easier for them, Akestam Holst created Maurten Unofficial, an incognito product range with no logos or anything that reveals who the content comes from, and therefore allows elite athletes sponsored by other brands to continue using Maurten - without risking anything.

To get the news out, we created films that are basically ordinary, expected and generic for the sports category. Montage films where elite athletes are seen training hard and drinking Maurten, accompanied by a voice over where they talk about what it takes to achieve their goals. So far nothing new.

To get the word out, we released a new series films featuring the usual montage of athletes training, working out and rehydrating, set against an inspirational voiceover about achievement. Combined, however, with the trappings of a crime thriller.

Rather than the familiar faces of superstar athletes, all that’s visible above their necks is a pixelated mass, and like people in witness protection, their voices are distorted and deepened – all to protect their lucrative sponsorships.

Something they no longer need to worry about with the launch of Maurten Unofficial.