Cannes Lions

Catching Breath: Cycling up the Himalayas

MUSTARD, Prague / SKODA / 2018

Film
Supporting Content
1 of 0 items

Overview

Entries

Credits

Overview

Description

At 5 300 meters above sea level, the road in the Khardung La pass is one of the highest motorable roads in the world. We decided to stage a cycling race through the pass in which ŠKODA KAROQ would be a natural part of the cycling action.

Execution

We gathered four experienced riders from four different European countries to set a new record for cycling to the top of the pass. They were racing against the current record, which was marked by ŠKODA KAROQ keeping the exact record pace.

The film was shot under gruelling conditions with an unexpected snowstorm trying to whip our riders into submission. Despite that, the winner managed to break the current record by almost half an hour. The result is a 30-minute feature documentary supported by social media video cut down, rider profiles, dedicated landing page, articles, infographics, and much more online. We also premiered the documentary in selected cinemas across Europe to cycling and media audiences.

Outcome

The videos itself have generated 14 million views across 13 markets, with the average cost per view of just 1 euro cent - becoming the most viewed content ever produced by ŠKODA. As a whole, the campaign has reached over 43 million people and has earned prominent media space on the largest cycling outlets out there.

And during the campaign, the We Love Cycling website itself moved among 100 most influential cycling outlets in the world.

Similar Campaigns

12 items

Shortlisted Eurobest
PURR & GRR

FALLON LONDON, London

PURR & GRR

2021, SKODA

(opens in a new tab)