2017 Winners & Shortlists

The Campaign

We needed to breed champions. Especially those first timers that need motivation beyond winning. Our motivation needed to be about trying, overcoming the fear of failure and embracing the challenge. Every dream starts with a dreamer, and so we told a story of a dreamer that bread into a champion. Introducing TeamAngelWolf: a unique father and son team that had been racing for 6 months to prepare for Triyas. Rio is a 12 year-old triathlete with a rare chromosome disorder suffering from repeated seizures and limited motor skills, he is also nonverbal. Learning through repetition, Rio trained with his father to accomplish the impossible. Through their documented journey we showcased to every potential champion that winning is within hands reach.

Creative Execution

For TriYAS video content, we wanted to highlight and promote health and fitness through featuring inspirational triathletes, Team Angel Wolf stood out and so we created an inspirational video which focused on the human element and reminded our audience why it is important to participate in YMC's health and fitness community events, specifically TriYAS. Team Angel Wolf, a deep dive into a very personal story with a sole purpose to get people questioning – “Why can’t I run a triathlon?” or “What am I doing?”. We set out to document Nick and Rio’s journey at the 2016 TriYAS triathlon, challenging their limits and barriers. Nick, a father who is loving, brave and does not take no for an answer, competing with his son, Rio, who has special needs. Against all odds, Nick and Rio, tackle each and every race together with the aim to get more parents and children active

The content was published on social channels to raise awareness and increase consideration. The feedback was immense. Many people in awe and inspired to follow in Nick and Rio’s steps. Delivering: Reach – 2,106,509 Views • Total views - 1,229,189 • Unique viewers – 895,939 Reactions/engagement • Likes – 11,238 • Love – 1,837 • Haha – 27 • Wow – 183 • Sad – 41 • Angry – 5 Comments – 456 Shares – 2,130 Clicks to website - 270 Aligned with the key client KPIs: • Raise awareness of the event • Drive traffic to the website

This is a branded content video piece created to promote TriYAS triathlon health and fitness community event for Yas Marina circuit.

Insights, Strategy and the Idea

Stories get people thinking and conversing. We wanted to create content that plants the small seed of inspiration; motivate and empower the community to move from their dark comfort zone and say I can achieve anything I set my eyes on, I am a champion. We wanted to shift our focus to video content with the generic style from “save the date” and “register now” to “how hard do you want it? How badly do you want to keep challenging limits?”. Through the stories we share with them, we want to inspire them to try and fail, try again, and again until they succeed. By following Team Angel Wolf journey throughout the race, we highlight the level of connection in which our viewers build with Nick & Reo (TeamAngelWolf) through-out a documented journey shared with them through our social media platforms