The Slow Mo Marathon
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| basics | |
| Industry: | Culture, Recreation & Sport |
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| Media: | Outdoor |
| Market: | United Kingdom |
| descriptioncnen |
| BriefExplanation At 6am, the first runners began arriving. By mid-morning, over 1100 participants had made made their way to Downtown LA to participate in our 0.3km race – run entirely in slow motion. All the way from registration, to warm up and through to the end of the race, the Baywatch Slow Mo Marathon was a real sporting event that required shutting down six lanes of traffic for a whole day. The winner was rewarded with a trip to the Miami, to walk the red carpet alongside the cast including Zac Efron, Alexandra Daddario, Kelly Rohrbach who also turned up on the day to fire the starter's pistol, hand out water and give professional advice from the sidelines.Live streamed on Facebook and later shared on social – we brought Baywatch to a whole new generation and gave global audiences a chance to experience the day in all its glory. EntrySummary Landing a summer blockbuster is more difficult than ever. While cultural buzz is becoming integral to box office success, with Google search volumes, Youtube views and social mentions a reliable indication of sales, winning back the crowds to cinemas requires creating top of mind awareness, for longer. By monitoring conversations online, we pinpointed the iconic elements of the original Baywatch and built our creative approach on the symbol that bore the strongest social currency – the slow motion run. Over the years slow motion running has become shorthand for Baywatch. What started as a serious filmic technique, quickly became the pre-internet equivalent of a meme. This perfectly encapsulated the knowing tone of the new updated self-referential Baywatch movie. With competitive running becoming a global trend, marathons are now a big part of culture, bringing together people from all walks of life. We simply combined the two, creating a new sport. |
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| Other credit: | Entrant Company: DROGA5 EUROPE, London, United Kingdom Senior Creative, Charlene Chandrasekaran, Droga5 Senior Creative, Dan Morris, Droga5 Junior Creative, Teddy Souter, Droga5 Junior Creative, Frazer Price, Droga5 Head of Design, Chris Chapman, Droga5 Head of Production, Chris Watling, Droga5 Strategist, Farah Dib, Droga5 Group Account Director, Rebecca Lewis, Droga5 Chairman Droga5, David Droga, Droga5 Chief Executive Officer, Bill Scott , Droga5 Head of Client Services, Amy Garrett, Droga5 Chief Strategy Officer, Dylan Williams , Droga5 Line producer , Leah Fleischmann, Smuggler Assistant Editors, Martin Hseih and Sebastian Zotoff, Rock Paper Scissors Managing diector, Linda Carlson, Rock Paper Scissors Executive producer , Rana Martin , Rock Paper Scissors |
| awards | |
 | The One Show 2018 Merit Social Influencer Marketing Influencer Marketing / Single Channel |
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 | Cannes Lions International Festival of Creativity 2017 Bronze Promo & Activation Live Shows / Concerts / Festivals |
| Cannes Lions International Festival of Creativity 2017 Shortlist Outdoor Interactive Outdoor Experiences |
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