Cannes Lions

Ford no limits

MINDSHARE, Madrid / FORD / 2016

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

The uniqueness of the documentary was not only on the protagonists, but on the way it was told. The difficulties and limitations of each surfer were printed on a special built surfboard, used by the youngsters to Surf around Spain.

The surfboards were handwritten with two types of ink (regular and hydrochromic), so when on water, some words would disappear, revealing a message of overcoming. This is the essence of surfing: in the water the problems fade away.

Execution

We've developed a Surf Documentary, about 3 young surfers with disabilities who go over their daily health problems and limitations for the love of the sport. The uniqueness of the documentary was not only on the protagonists, but on the way it was told. The difficulties and limitations of each surfer were printed on a special built surfboard, used by the 3 young surfers around Spain.

The surfboards were handwritten with two types of ink (regular a hydrochromic), so when on water, some words would disappear, revealing a message of overcoming. This is the essence of surfing: in the water the problems fade away.

But we needed to make the action bigger and get more reach to impact as many people as possible.

We were looking for a partner who had a large number of media linked to sport. PRISA one of the largest communication groups joined us converting video

Outcome

90% engagement on the web.

Top 5 most relevant surf videos of the year in Spain.

+66M impressions.

Facebook: 320.000 views.

YouTube: 500.000 views.

44% organic views.

Film selected on the Madrid Surf Film Festival (as a film, not advertising).

The video surpassed in 500% the initial objective.

More than 5,000 registered messages of overcoming.

Similar Campaigns

12 items

1 Eurobest Award
Yes, of Corsa

JUNG VON MATT AG, Hamburg

Yes, of Corsa

2023, OPEL

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