Cannes Lions

Ink Mapping

FNYHOW, Lisbon / DESPERADOS / 2016

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The brand wanted to create relevant and rich content to showcase the true spirit of

the “Way of the Desperados” and take off organically in the web.

That’s why we decided to do something no one else had ever done before: Ink Mapping. The world’s first live event featuring projection mapping on tattoos.

It immediately got chosen as a vimeo staff pick and went viral after two days.


The video was launched exclusively online on Vimeo, Youtube and Facebook on October 26th.


The video exploded on social media. In all platforms, it had more than 4 million views

in the first two weeks after launch, more than 10 million views so far, and still counting. It became Vimeo Staff Pick (and stayed on Vimeo’s homepage for more than a week), and it was shared by hundreds of the most important portuguese and internacional websites, including 9GAG, Buzzfeed, Reddit, and Vice Creators Project, Ads of the World, and – and even got shared in brand competitors' websites as well. It reached tattoo enthusiasts and regular people alike in more than 20 countries, and it caught the attention of some high profile personalities like Ashton Kutcher, Ami James from Miami Ink, Lil Wayne and George Takei, who shared the video in their blogs and personal social media accounts.

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