FUEL TV - "Cobblestone Riders"

FCB Lisbon

FCB Lisbon Lisboa, Portugal

Awards

6500

Brand: FUEL TV
Country: Portugal

Advertiser: FUEL TV

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	120 seconds
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