NOTICE

The file is temporarily not accessible. Please try later!

NOTICE

The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.

NOTICE

Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB

NOTICE

Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

2'45" Without Breathing

basics
Industry: Financial & Legal services
Media:Cyber
Market:Colombia
Style: Minimalism
credit
Brand:
Agency:
Production Company:
descriptioncnen
Synopsis
On July 7th, 2017, Sofía Gómez, a Colombian athlete sponsored by BBVA, submerged 84 meters into the sea to establish the new apnea World Record, a rarely known and practiced sport in the country. We needed to create a press ad that could take this achievement to the largest number of people in the country.
Strategy
Our target was the entire country, that is why we decided to impact them in a widely-circulated newspaper, with a conventional but innovative ad to have a viral effect on social media.
Relevancy
This work is relevant for the category because a traditional print ad, with a simple text, triggered direct interaction with millions of people to get involved with a sport that was unfamiliar to them, so they could acknowledge the new world record, achieved by a not very known Colombian athlete, sponsored by the brand.
Outcome
1,9 MM readers in 24 hours +16 MM impressions on social networks in just a weekend Trending topic for an entire day Free press about the ad
Execution
We published a single ad in the most important newspaper in the country, on a Sunday, the day when this media is the most circulated. The call to action of the ad challenged the people to upload a picture to their social networks showing how far they could read holding their breath in, with the #BBVAconSofia. To support this action, we also published on our Facebook page a post that invited the people to buy the newspaper to get the ad and accept the challenge. Many people did and challenged more people. This is how a simple ad, turned an unknown record of an unknown athlete, in a record that an entire country shared.
CampaignDescription
We published an ad that takes to be read the same time Sofía spent under the sea to achieve the world record. Then we challenged the people to read it holding their breath in and upload a picture to their social networks showing how far they had read, to compete with their friends.
awards
Cannes Lions International Festival of Creativity 2018
Bronze Direct
Copywriting
The One Show 2018
Merit Direct Marketing
Print / Flat & Dimensional
Latest Updated
Loading...
Sponsor