Cannes Lions

Stride Gum Presents Heaven Sent

AMUSEMENT PARK, Santa Ana / MONDELEZ INTERNATIONAL / 2017

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Overview

Description

We created, produced and co-directed an event that landed us a Guinness World Record, so we turned it into a 90 minute documentary. It began with Stride Gum Presents: Heaven Sent, a 60-minute live show that aired nationwide in primetime in the U.S. on FOX television and streamed globally through YouTube as pay-per-view. (In other words, people had to pay to see it.) It showcased Luke Aikins jumping from a plane from 25,000 feet without a parachute or wing suit, an event never done before. The stunt landed 1.5 billion media impressions. Because the jump was so successful, the demand for a documentary emerged.

Execution

The 90-minute documentary follows the months, weeks and days of intense drama and preparation that Luke Aikins and the team went through to prepare for a never before attempted skydive from 25,000 feet with no parachute, no wing suit into a net that would wind up being a Guinness World Record. The documentary answers the question, “How in God’s name do you train for something that you can’t practice live?” The 90-minute documentary originally debuted in the Discovery Cube Theater. A 60-minute cut down aired on cable television on Fox Sports 1 and National Geographic and repeated on both networks.

Outcome

Mondelez was able to create cash returns to help offset cost by selling distribution rights, ads and integrations. The Stride Gum brand improved its position by .05 share percentage. The new model allowed Stride Gum to punch above its weight against high spending competitors by claiming $14 million in earned media and 1.5 billion media impressions. The jump also landed Aikins in the Guinness Book of World Records for his no parachute, no wing suit jump from nearly 5 miles up in the air.

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