Cannes Lions

X GAMES ON ESPN

AFRICA, Sao Paulo / ESPN / 2014

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Overview

Entries

Credits

Overview

Description

Our challenge was to show up more than a regular poster, but still being simple. The objective was to make people who practice and love extreme sports get aware of the broadcasting.

Execution

The media team suggested us nice spots to place the posters and ways to promote them online.

We promoted the campaign on social media. We told people where to find a bandage poster.

Then people who used the bandage posters instantly posted photos on the Internet.

Outcome

We made more then 300 posters and all of then were destroyed. This proofs that people not only saw the poster but also used it. Besides that the audience ratings of the X Games on ESPN were the best in the last 5 years. So the posters helped ESPN to achieve the goals of promoting the event and increase the audience ratings.

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