Cannes Lions

Cobblestone Riders

FCB, Lisbon / FUEL TV / 2017

Awards:

4 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

The Cobblestone Riders project turned the Portuguese cobblestone streets, criss-crossed with tramway rails, into the perfect place for a new way of skating. All thanks to a board specifically designed to skate the unskateable.

Execution

We started with an unbranded series of stunt videos filmed in Portugal's main cities: one made in Oporto and two in Lisbon. These videos were posted on Fuel TV's social media accounts as if they were amateur videos sent by some skaters.

The second phase was the international one: we sent prototypes of the board to skaters based in Barcelona, San Francisco and Rio de Janeiro, generating a new series of “amateur” stunt videos.

So when this crazy Portuguese sport was already a national & international topic, Fuel TV confessed (via Facebook, Twitter & Instagram) the authorship with a branded version uniting all the stunt videos and telling the story of the board's creation.

Outcome

Most watched and shared video in the history of FUEL TV's social media presence

22X more views than the 2nd most popular video

225.000€ in online earned media

Impacted over 18 million homes in 70 different countries.

63,5% increase of FUEL TV's audience in Portugal

Similar Campaigns

8 items

1 Eurobest Award
Cobblestone Riders

FCB, Lisbon

Cobblestone Riders

2017, FUEL TV

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