Download Creative, cool, emotional

Award | 16.12.2015
ISPO AWARD COMMUNICATION 2016
Creative, cool, emotional
Spectacular stunt: Motorbiker Robbie „Maddo“ Maddison in Tahiti
Bild: DC
Through the quagmire to marketing success: Since 2013, ISPO has recognised the most creative
communication services in the sport industry through ISPO AWARD COMMUNICATION. An
independent jury has now announced who is behind the most outrageous events, extraordinary
advertising and creative apps.
The jury, consisting of experts from various agencies and marketing departments, film-makers and
photographers, not only occupied itself with the concepts of numerous communication campaigns,
but also focussed on the creative and graphical implementation of these concepts.
The experts ultimately selected one prize-winner in each of the eight categories: Content
Marketing, Photo, Event, Film, Digital/Website, Commercial, Digital/App and Multichannel/Brand.
Exactly who came out on top out of all these winners, and who will follow in the footsteps of The
North Face as the proud recipient of ISPO AWARD COMMUNICATION OF THE YEAR, remains a
closely-guarded secret: the inter-category award winner will be announced on 26th January 2016
as part of the Sports Communication Day at ISPO MUNICH.
ISPO AWARD COMMUNICATION 2016: the GOLD WINNERS
CONTENT MARKETING CATEGORY –
DC, Pipe Dream
He glides coolly over the sea on his dirt bike, before ultimately surfing the mighty waves off
Teahupoo and Papara in Tahiti: Australian motorcyclist Robbie “Maddo” Maddison’s supplier DC
made him an Internet star with the video “Pipe Dream”. The footage of his spectacular stunts went
viral within a matter of weeks, amassing over 40 million views in less than one month.
Preparations took two years, the filming 17 days. The video also forms part of the marketing for
the new Maddo signature shoe from DC.
PHOTO CATEGORY –
Brian Caissie for Red Bull
Brian Caissie knows how to capture spectacular sporting moments. As well as travel photography,
the Canadian photographer also specialises in skateboarding photos. Caissie has known his
compatriot, professional skateboarder TJ Rogers, for years and has followed his development as a
sportsman. Working for Red Bull, he has once again captured remarkable scenes from unusual
perspectives. Here, TJ is making his way back to prepare for a new trick, framed by the Forum
Building in Barcelona.
EVENT CATEGORY –
Tough Mudder Ltd.
Filthy fun: Tough Mudder runs have taken place around the world since 2010, and involve men
and women battling their way through mud and challenging obstacles. This year alone, Tough
Mudder has staged over 50 events, three of which were in Germany. The 16 to 18-kilometre
obstacle course features an ice bath and metre-high walls, among other things. Many of the
obstacles cannot be overcome on one’s own, meaning good teamwork is the order of the day. As
such, it is no wonder that many companies have started using the Tough Mudder runs as a team
building exercise for its employees.
FILM CATEGORY –
Moving Adventures Medien, Masters of Slack
Two completely different sportsmen, one shared understanding: anyone who stands still will never
find the right balance – neither when slacklining nor in life. Masters of Slack portrays two of the
scene’s superstars, Jaan Roose and Andy Lewis, and promotes a sport, in which the only way is
up. The film also forms part of the European Outdoor Film Tour programme for this year and next.
DIGITAL/ WEBSITE CATEGORY –
Mammut, #Project360
Online summit attempt: Mountaineering outfitter Mammut’s #Project360 gives users sat at home
an insight into the fascinating world of mountains. Users can virtually strike out on some of the
most famous routes in the world on their computer screens. Whether the Matterhorn, Montblanc or
El Capitan, a specially developed rucksack with six cameras takes surround shots of the
mountains and documents the route to the summit. Since the start of 2014, professional
mountaineers and Mammut employees have been busy capturing the remarkable images on over
30 mountains around the world.
COMMERCIAL CATEGORY –
72andSunny for Samsung & World Surf League, We Are Greater Than I
Striking images and powerful emotions: The advertisement developed for Samsung by the
72andSunny agency symbolised the strengths within a team. As well as world-class athletes from
the World Surf League, the commercial also shows amateur athletes pouring their heart and soul
into their hobby: surfing. It also investigates the hidden side of the surfing community: the support
they receive from their friends and family, but also such negative experiences as hatred, sexism
and racism. The fact that the advertisement does not shy away from the darker side of the sport
makes it all the more authentic and moving.
DIGITAL / MOBILE APP CATEGORY –
Kolle Rebbe for Kingdom of Sports, Move To Unlock
Get fit with your smartphone: Companies like Freeletics and Runtastic have demonstrated for a
long time that this is possible with their apps. Hamburg-based agency Kolle Rebbe went one
better for the Kingdom of Sports chain of fitness studios, transforming every little movement into a
more substantial exercise with the “Move to Unlock” app. Each time the user wishes to unlock his
mobile phone, he must do an exercise tailored to the time of day. Only then can he use the
smartphone.
MULTICHANNEL / BRAND CATEGORY –
Venables Bell & Partners for Reebok, Be More Human
What sort of a person am I? And how does that affect what kind of athlete I am? These are the
kind of questions investigated in the “Be More Human” campaign, which was developed for
Reebok by the agency Venables Bell & Partners, and is intended to establish Reebok as the
leading fitness brand. The campaign, which is staged across various channels, shows humans
and their fitness as holistic constructs. The campaign includes an interactive tool, showing the
positive effects of exercise on the brain, and a human-ness test.
Anyone wishing to find out more about the award-winners can do so at ISPO Munich from
24th to 27th January. They will be showcasing themselves as part of ISPO AWARD
exhibition in hall B1.