Title | Cobblestone Riders |
Agency | FCB Lisbon |
Campaign | Cobblestone Riders |
Advertiser | FUEL TV |
Brand | FUEL TV |
Date of First Broadcast/Publication | 2017 / 3 |
Business Sector | TV/Radio Programs & Stations |
Tagline | More than creating a brand promotion, we created a brand-new sport. |
Story | We decided to devise a way to skate the “unskateable”: a board that perfectly fits the tram tracks. As the story unfolded through online and offline channels, a skateboarding community emerged around our riders and the FUEL TV brand. More than creating a brand promotion, we created a brand-new sport. |
Philosophy | Cobblestone Riders project turned the Portuguese cobblestone streets, criss-crossed with tramway rails, into the perfect place for a new way of skating. All thanks to a board specially designed to skate the unskateable. |
Problem | Fuel TV is an action sports TV channel available in 70 countries, including Portugal. Skaters are a great part of our target audience. Hot to engage with skateboarding social community and create relevant local online content in a country where the streets are the nightmare of any skater? |
Result | MOST WATCHED AND SHARED VIDEO IN THE HISTORY OF FUEL TV’S SOCIAL MEDIA 22X MORE VIEWS THAN THE 2ND MOST POPULAR VIDEO 225.000€ IN ONLINE EARNED MEDIA IMPACTED OVER 18 MILLION HOMES IN 70 DIFFERENT COUNTIRES |
Media Type | Web Film |
Length | |
Soundtrack | Fast Eddie Nelson - Baptize me in Wine |
Associate Creative Director | edson athayde |
Creative Director | Luis Silva Dias |
Copywriter | Viton Araùjo |
Art Director | Rodrigo Burdman |
Art Director | Eduardo Pastor |
Designer | João Martins |
Product Development | Ricardo Marques |
Director | Mario Patrocinio |
Director | Pedro Patrocinio |
Sound Designer | Paulo Costa |
Post Production | Claudio Jordão |