ISPO MUNICH and its ISPO AWARD COMMUNICATION winners for 2015 represent the best of sports marketing. A jury selected from entries in the categories Brand Video, Documentary, Exhibit Display, Mobile App, Multichannel, Photo, Social Media as well as Website, and selected the video “El Sendero Luminoso – The Shining Path” by The North Face & Camp4 Collective as the winner of ISPO AWARD COMMUNICATION OF THE YEAR. In addition, the best projects from the eight categories received the title ISPO AWARD GOLD WINNER.
1. THE NORTH FACE & CAMP4 COLLECTIVE
El Sendero Luminoso – The Shining Path
In 2014, Alex Honnold started one of his most ambitious solo free climbing projects and ascended the 760 meters of the El Sendero Luminoso (the Shining Path) in El Portrero Chico, Mexico, in a little more than three hours. The video of this amazing free climb captured by The North Face created an enormous buzz throughout the world of international digital media with more than 3 million views. The jury felt that it embodied the brand’s key philosophy of inspiring people to enjoy the outdoors and challenge their personal limits.
2. GOLD WINNER BRAND VIDEO
Audi, Race car on the road – Welcome back
Millions of people viewed Audi’s commercial “Welcome Back”. Audi issued a bold, yet charming challenge to its rival Porsche. An Audi R18 races from Ingolstadt to Zuffenhausen, overtakes an old Porsche tractor, and spins its tires in front of the Porsche headquarters, leaving behind the message “Welcome Back” in rubber on the asphalt. Both Audi and Porsche are competing in the 24 Hours of Les Mans Race.
3. GOLD WINNER DOCUMENTARY
Snow Sports, Higher feat. Jeremy Jones
“Higher”, the last part of the trilogy about snowboarder Jeremy Jones, is an extraordinary film about his amazing actions sports performance. “Higher” documents how one of the biggest mountain sports legends of all time challenges all limits and traverses backcountry that is generally only accessible on foot and with the help of pure willpower.
4. GOLD WINNER EXHIBIT DISPLAY
First B, Interactive projection mapping
First Bs exhibit booth was small – yet had great impact on visitors. At ISPO MUNICH 2014 an app and a beamer helped demonstrate the characteristics and functions of a jacket from their latest collection. The explanation was projected directly onto the jacket – a real jacket in a virtual world. This rather unusual, refreshing presentation concept is slated to create a buzz in the future.
5. GOLD WINNER MOBILE APP
Onefootball, Onefootball Brasil powered by Volkswagen
The Onefootball Brasil app bundles all information needed to follow a World Cup. The app developed in cooperation with Volkswagen offered features like live commentary, statistics, polls, social media feeds and videos. The very successful global app provided the company and its 70 subsidiaries with a useful tool to increase brand recognition – the feed was interspersed with VW commercials.
6. GOLD WINNER MULTICHANNEL
Deutscher Fußball-Bund, Upgrading Amateur Football
The German Soccer Federation’s multichannel campaign is geared to attract more attention to amateur soccer and emphasize the economic viability of this sport. The concept is a great example for so-called grassroots marketing, promotion that starts at the bottom: amateur soccer players all over the country are asked to apply and express their passion for their sport. The result was a very authentic version of the game. The campaign used a combination of traditional and new media channels.
7. GOLD WINNER PHOTO
ProSharp AB, Picture of the season
For the last 30 years ProSharp from Sweden has marketed groundbreaking technologies for sharpening skates. Their machines are used to this day, proof of their quality and sophisticated technology. The retro image was a successful attempt by the company to look into the past, to show how much fun it was to go ice skating, or how easy it is to sharpen the blades.
8. GOLD WINNER SOCIAL MEDIA
Tribesports, Sweat & Save
Amateur athletes brought Tribesports to life for amateur athletes. The group developed and produced a special sportswear collection for the community. The campaign asked members to create personal challenges, such as “100 crunches per day for two weeks” or “run my first half-marathon”. If the members reach their goals they are rewarded with staggered purchasing discounts.
9. GOLD WINNER WEBSITE
Eurosport, Eurosport 25 Live – We Live For Live For You
On its 25th anniversary television station Eurosport succeeded in transforming a simple idea into an effective concept. During large sports events fans were able to act as moderators and record live commentary, broadcast in 20 different languages on social media. Eurosport experts selected the top 10 comments and declared them winners of the competition.