Cannes Lions

Road to Tokyo

LOLA MULLENLOWE, Madrid / NOMAD / 2016

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Overview

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Credits

OVERVIEW

Description

Just like the Olympic torch, it travels from one city to another, Nomad created a skate–torch. It started its journey in Zaragoza, the brand’s headquarters and ended in Tokyo. And they travelled by the only possible way: skating.

An amazing journey through 8 countries, with 8 different skaters. It made its way through France, Italy, Slovenia, Hungary, Russia, China and of course, Japan.

When it reached Tokyo, the torch burned and the city voiced its unanimous approval. But our board had yet another stop to make: the President of the International Olympic Committee’s office. We sent him a special package: our skate torch, a letter and the documentary.

Execution

Nomad created an Olympic Torch for skaters. Our own torch to be carried, or rather rolled, from one skater to the next. From Zaragoza, Spain to the city of the next Olympics: Tokyo.

During these weeks, supporters, haters and the whole world could follow the journey in makeskateolympic.com, where our skaters shared their experience, with pictures, videos and an interactive map that pointed out the exact location of the torch at every moment.

Then, we’ve launched a documentary of the journey.

Outcome

Thousands of skaters around the world joined the debate through different social media.

So far, “Road to Tokyo” the documentary of the journey have been seen by thousands of people.

Media from all over the world echoed the feat. The petition is still open and our hope still lit.

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