Cannes Lions

Dark side

McCANN WORLDGROUP, Madrid / SYRMO / 2016

Case Film
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Overview

Entries

Credits

OVERVIEW

Description

WE’VE CREATED SYRMO: A HIDDEN DEVICE CONNECTED TO AN APP THAT MEASURES AND RECORDS ALL YOUR TRICKS IN 3D SO YOU CAN RELIVE AND SHARE THEM, EVEN IF NOBODY IS AROUND TO SEE.

Execution

The agency, together with the production company, has not only produced a product video, it has also devised The Dark Side of Skateboarding, the world’s first competition in the dark. Because there’s a saying in the skating world: “A trick that nobody sees is one that never happened”. That is no longer true, and Syrmo proves it with 4 professional skaters in night vision glasses competing in a skate park with no illumination whatsoever, where the only one that sees it all is Syrmo, which records all the tricks the skaters perform in 3D. This way, by analysing all the data it collects, Syrmo is the judge that determines who the winner is in this competition in the dark. The most objective judge.

Outcome

THE MEDIA AND SKATEBOARDERS LOVE IT.

7000 pre-orders

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