Title | STREAKERS' PARADISE |
Brand | TV 2 DENMARK |
Product/Service | TV 2 PLAY |
Category |
A01. Fiction & Non-Fiction Films up to 5 minutes |
Entrant
|
TV 2 DENMARK Copenhagen, DENMARK
|
Idea Creation
|
TV 2 DENMARK Copenhagen, DENMARK
|
Media Placement
|
TV 2 DENMARK Copenhagen, DENMARK
|
Production
|
TV 2 DENMARK Copenhagen, DENMARK
|
Production 2
|
NEW LAND Copenhagen, DENMARK
|
Post Production
|
TV 2 DENMARK Copenhagen, DENMARK
|
Post Production 2
|
NEW LAND Copenhagen, DENMARK
|
Credits
Chaga Signe Bruun |
TV 2 Creative |
Creative Director |
Thomas Fabricius |
TV 2 Creative |
Senior Copywriter |
Kasper Dohlmann |
TV 2 Creative |
Art Director |
Jesper Andersson |
TV 2 Creative |
Brand Manager |
Charlotte Refslund Thomsen |
TV 2 Creative |
In-house Producer |
Pauline Kalling |
TV 2 Creative |
Project Manager |
Tore Frandsen |
New Land |
Director |
Trine Pillay |
New Land |
Executive Producer |
Thor Brammer Jacobsen |
New Land |
Executive Producer |
Tarquin Glass |
New Land |
Producer |
Harry Wheeler |
Freelance |
Director of Photography |
Nicolaj Monberg |
Freelance |
Editor |
Mikael Balle |
Freelance |
Colourist |
Why is this work relevant for Entertainment?
After many postponements, the 2021 summer was packed with big sport events creating immense competition for the viewers’ attention. To create awareness around an upgraded coverage of Wimbledon, we needed to create a piece of content that was captivating and entertaining.
Since television began broadcasting live sporting events, audiences have occasionally subjected to the sight of a naked person streaking across the field, chased by stewards. Streakers are usually frowned upon in sports – and for good reason. By starring one of the world's most prominent streakers, it allowed us to connect with our audience in a new way.
Background
Wimbledon is an iconic summer event, where tennis history has been made and many legends has been born. And as a completely new feature TV 2 Denmark’s streaming service, TV 2 PLAY, was going to broadcast live from up to 15 courts at the same time. But how do you get the Danes to watch Wimbledon during a summer packed with sports?
Describe the creative idea
The solution is a humorous tale from the British streakers' community, where the prospect of getting up to 15 additional "stages" for their naked performances is met with enormous excitement. "That's a streakers' paradise", explains Mark Roberts – perhaps the world's most famous streaker, with over 500 events behind him worldwide: “All streakers want to streak Wimbledon – probably the finest tournament to streak in the world.”
In the film, in addition to the real Mark Roberts, you get to meet his friends in the fictional 'London Streakers Club 2021', where the news from TV 2 PLAY is welcomed with great enthusiasm. Up until now, those moments of having to leave a friend behind, dressed and unable to get naked on TV, have been tough. Fortunately, this year TV 2 PLAY solves that problem by making Wimbledon "a streakers' paradise".
Describe the strategy
The strategy has been different, as Wimbledon isn't the real focus, but rather the upgraded coverage of Wimbledon. The streaming from 15 courts at a time is an offering that exceeds any expectation. So, we thought the campaign should do the same. Streakers are usually frowned upon in sports – and for good reason. But for once, they seemed to be just right for the message. And when we cast Mark Roberts, one of the world's most prominent streakers, we knew it'd be both authentic and entertaining.
Describe the execution
The film aired on TV from June 14th to July 11th with an estimated reach of 80 percent of the Danish population. Friday June 18th the film launched across social media platforms.
The film was part of a bigger Wimbledon campaign that also included more tactical elements that highlighted the specific matches.
Describe the outcome
The film reached around 80 percent of the Danish population and Wimbledon 2021 became one of the most watched Wimbledon tournaments in TV 2’s history of broadcasting the event.