Cannes Lions

DC SHOES

JWT, New York / DC SHOES / 2006

Film

Overview

Entries

Credits

Overview

Description

Tell the world that Danny Way will jump the Great Wall of China...on a skateboard; and do it on a shoestring budget. To convey the jump was an epic event to a mass audience, while making sure that the core skating community didn't feel like this was not authentic.

Execution

We did everything ourselves: from production, to traffic, to craft services. We had one asset, that China has a Minister of Extreme Sports (yes, they really have one.) So we figured we would let The Minister (or at least a Chinatown photo show owner pretending to be The Minister) do the talking. We built work around the idea that he authorized this jump and was announcing the event through government channels.

Rather than trying to act cool, we decided to go the opposite direction and look very official and very straight. DC, Danny, and the jump were all the credibility we needed, so there was no need to try and act "extreme" or loudly claim that this was a huge event.

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