story
Two vets on the frontline of conservation in Africa are the personification of everything the competition could be.
The story explains the principles and values of the new competition and brand through the lens of the vets work on the ground over decades rooted in tenacity, courage, empathy.
Elements Connected
- Our task here was to launch the global Defender Trophy competition, encourage entrants, build on a huge legacy and inspire a new generation of epic adventure.
- This was a reboot of what used to be the Camel Trophy – a now defunct and potentially controversial cross-continent marketing programme very much of its time.
- I lobbied for and then brokered the relationship with the client through their existing agency network.
- Then over a period of 18 months I led the developing relationship and built the format in collaboration with multiple brand partners local and global.
OUTCOMES
- It culminated in a stunning and sometimes dangerous shoot across Namibia with vets on the often lethal frontlines of conservation.
- Our limited series of launch films (including this one above) come with an even bigger, challenge-based global format for this new version of the classic cross-continent competition.
- The relaunch content gave new life and new impetus to the brand’s global teams and local partners, achieved global press coverage and ignited the competition for a new era.
- Now the work has extended into a full series of YouTube-first episodes which we produce.
Gnarly.
GET IN TOUCH:
matthewjpink@gmail.com
