Syrmo - "Dark side"

McCann Spain

McCann Spain Madrid, Spain

7381

Title	Dark side
Agency	McCann Spain
Campaign	Skateboarding
Advertiser	Syrmo
Brand	Syrmo
Date of First Broadcast/Publication	2016 / 5
Business Sector	Toys & Games
Philosophy	Syrmo is a Smart Pad that skateboarders fit to the truck of their skateboard, it has electronic sensors that track every movement of the skateboard and connects to an App on their smartphones and records all the tricks in 3D. So the skater can see the tricks again (with all the details regarding height, angles, air time, pop force, number of tricks of the session, fails, learnings, statistics…) share them on social media, analyse tricks and improve them, beat rankings, beat your friends or other skaters and level up your position in the rankings, challenge friends to beat your records, choose new skateboarding routes and many more. In short, Syrmo is the biggest social network for skaters.
Problem	Skateboarding is a sport that has barely changed in its 50-year history. In order to give a helping hand to those practicing the sport, McCann Madrid and Syrmo got in touch with them to find out their problems, their challenges, their needs.
Result	The result? Syrmo Smart Pad was born.
Media Type	Digital
Length	117 seconds
Market	Spain
Executive Creative Director	Jon Lavin
Chief Creative Officer	Monica Moro
Executive Creative Director	Raquel Martínez
Copywriting	José Miguel Moreno
Art Director	Matias Ivan Visciglia