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Building Sized Wave

Building Sized Wave | Turismo de Portugal | Partners
Download Download JPG | 3539x2502px
Industry: Transport & Tourism
Style: Minimalism
Why is this work relevant for Brand Experience & Activation?

One single brand experience transformed the way Portugal is perceived as a surf destination.
An 80 feet billboard on a 80 feet building to show and 80 feet wave.
A unique billboard that made headlines across the world and positioned Portugal in front of Hawai and Bali as the top surf destinations in the world according to Google.


Portugal is becoming a leading tourism destination, and one of the best products it has to offer are it’s waves. To promote Portugal worldwide as a leading surf destination we had to create something impactful. Something with the power to make headlines around the world especially in the US market. A priority growth market for Portugal tourism.

Describe the creative idea (20% of vote)

To promote Portugal as leading international Surfing destination we used a billboard in Times Square, New York, to show the world that in Portugal waves have the size of buildings.

An 80 feet billboard in a 80 feet building to show the 80 feet wave that broke the world record of the biggest wave ever surfed.

Describe the strategy (20% of vote)

To reach the maximum audience in the US market with a single outdoor we had to find unique location. And Times Square was the perfect spot. Not only had it had 80 feet buildings with 80 feet billboards, it also was near the biggest news media HQ's worldwide.
After the spot had been chosen we had to find the perfect timing to book the media space and create this unique billboard. So we chose Portugal national day. With the perfect location and timing the billboard made headlines in televisions and print media worldwide.

Describe the execution (30% of vote)

Portugal has the record for the biggest surfed wave in the world. To show the world a 80 feet wave, we created an outdoor ad with the wave in real size. An outdoor ad to show the world that in Portugal waves are the size of buildings. Just as surfers travel the world to find the perfect wave, we did the same to find the perfect outdoor. It was in Times Square that we discovered a 80 feet billboard in a 80 feet building to show a 80 feet wave.

List the results (30% of vote)

Over 2,7 million people followed live using Facebook and reached over 21 million people online. A unanimous positive impact among the surfer global community, that led to an increase the on number of American tourists by 10%. And Portugal jumped to number one surf destination searched on Google.
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
Live Brand Experience or Activation
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