Ride MoreCD @ 72andSunny, Amsterdam
Not everyone has access to a great mountain. You can't even 3D print a mountain yet. They're way too big. So to get mountain-less people stoked for the first snowfall, we had O'Neill's pro-team ride through Montreal to prove you don't even need slopes.
The film was shared on all brand and team-rider social channels encouraging viewers to #ridemore. The simple microsite we built aggregated user generated content from all social platforms, turning into the longest hashtag ever. The best UGC entries were featured and they won free O'Neill gear.
While shooting with the O'Neill team we also captured stills and created toolkit assets for print, social posts and in-store posters. All campaign assets included riders' and photographers' social handles for easy following and local market social engagement. And it all come together as in-store zines.
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