WSL

2018 World Title
Campaign

Steph winning seven? A Brazilian dynasty? We teased both.

OVERVIEW

The 2018 World Title Race had two storylines. Brazilians establishing their global dominance, and Stephanie Gilmore chasing her her seventh World Title. We leaned into both narratives to drive audience tune-in for the final event. 

RESULTS

3.1M Watch Hours
8M Audience Tune-In (most watched ever through 2018)

Two storylines. One thread.

Stephanie Gilmore chasing her her seventh World Title, and Gabriel Medina leading the Brazilian’s global dominance of modern surfing. We leaned into both narratives to drive audience tune-in for the final event at the Banzai Pipeline in Hawaii.

“By Nature”

Our season long tagline was used to connect athletes, ideas, themes, and consistently drive audience to the website.

Bold typography helped define the campaign identity, and quickly messaged ideas through social clutter.

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Bring the Brazilian Audience.

To engage the Brazilian market, we created a series of unique assets that celebrated Brazil’s rise to dominance on the Championship Tour. Content was written, and produced in Portuguese first.

A two minute tribute to Brazilian athletes who paved the way for Gabriel Medina and Filipe Toledo was the heart of the campaign—it put Brazil on top with surfing’s most iconic champions.

Credits

Copywriters
Randall Bourquin
Rodrigo Butori


Editor/Motion
Matt Hogan


AD/Designer
Kim Hogan


CD/Designer
Jason Penning