LIQUID MOUNTAINEERING by Cccp for Hi-Tec

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LIQUID MOUNTAINEERING

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Industry Shoes
Media Film, Digital, Interactive & Mobile
Market Netherlands
Agency Cccp
Director Willem Gerritsen
Creative Director Hugo Van Woerden, Gregg Harper, Philip Brink
Producer Emilie Van Wensen
Released April 2010

Credits & Description

Category: Viral Video
Advertiser: HI-TEC
Product/Service: WATERPROOF SHOES
Agency: CCCP
Date of First Appearance: Apr 28 2010
Entry URL: http://www.youtube.com/watch?v=Oe3St1GgoHQ
Creative Director: Hugo van Woerden (CCCP)
Creative Director: Gregg Harper (CCCP)
Creative Director: Philip Brink (CCCP)
Agency Producer: Saskia Geesink (CCCP)
Director: Willem Gerritsen (CZAR)
Producer: Emilie van Wensen (CZAR)
Marketing Communications Executive: Simon Bonham (Hi-Tec Sports)

English Synopsis
Commissioned by Hit-Tec Sports, an outdoor brand, we launched a viral campaign around a new extreme sport called 'Liquid Mountaineering'. The viral documentary shows how athlete Ulf Gartner and fellow sportsmen manage to run on water with their Hi-Tec shoes. Running up to the documentary, 7 shorter inquisitive films were well-plugged on YouTube. The documentary created a global buzz, racked up 9 million views online and received massive media coverage on TV stations and in newspapers across the globe. There were dozens of people posting 'me-too' films on YouTube, try to walk on water. Of course, any attempt without Hi-Tecs failed miserably.