Cannes Lions

LOW LIGHT DIGITAL IMAGING

SMARTFUSION, London / SONY / 2010

Presentation Image

Overview

Entries

Credits

Overview

Execution

The creative solution was, Twilight Football.Twilight Football was a series of seven football matches played around the world at twilight, within 24 hours.

The locations were selected for their natural beauty, where football had never been played before. They provided stunning backdrops to the creative ambition and provided a unique experience as a competition prize.

Pitches were created in the following locations:-A floating pitch, Venice -A pitch on snow, Switzerland-A bull ring, Spain-The site of King Arthur’s castle, England-In the Iguacu Falls, Argentina-In the Pinnacle Desert, Australia-A game reserve, South AfricaTo support local press and VIPs, bespoke destinations on site, termed ‘Camp Twilight’ were created, providing an area for refreshments and a media centre for live reporting on each game.

Online amplification and global media partnerships provided platforms for building momentum prior to the event and showcased the images captured after the event.

Outcome

The events exceeded all objectives in creating a ground breaking, multi-market campaign.

Additionally, a viral video created before the live events received:-2.7 million views (target was 1.3 million)-An average of 103,000 daily views, showcased on 927 websites-2nd most-viewed sports video in September-356 ratings, average of 4 out of 5A 'Widget' received the following results:-1.4 million views-Shared in over 3,800 places online-13 second average time spent before clicking through The Advertising Value Equivalent that was generated from the campaign being picked up in 14 global markets is currently at €10.7 million.

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