Luis Silva Dias
EVP, Chief Creative Officer at FCB Lisboa
Lisboa, Portugal
TituloCobblestone Riders
Agência
Campanha Cobblestone Riders
Anunciante FUEL TV
Marca FUEL TV
Data da primeira Transmissão/Publicação
Sector Empresarial Programas e canais de televisão e rádio
Legenda More than creating a brand promotion, we created a brand-new sport.
História 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.
Filosofia
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.
Problema 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?
Resultado 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
Tipo de Mídia Viral
Comprimento
Trilha sonora Fast Eddie Nelson - Baptize me in Wine
Director assistente criativo
Director criativo
Redator
Director de arte
Director de arte
Designer
Product Development
Realizador
Realizador
Sound Designer
Pós-produção

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