| Title | LIVE DIVE |
| Brand | LION |
| Product / Service | BEER |
| Category | A09. Sponsorship or Partnership Campaigns |
| Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Entrant Company | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Advertising Agency | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Damon Stapleton | DDB Group New Zealand | Chief Creative Officer |
| Shane Bradnick | DDB Group New Zealand | Executive Creative Director |
| Chris Schofield | DDB Group New Zealand | Creative Director |
| Haydn Kerr | DDB Group New Zealand | Digital Creative Director |
| James Conner | DDB Group New Zealand | Senior Art Director |
| Christie Cooper | DDB Group New Zealand | Senior Copywriter |
| Guy Denniston | DDB Group New Zealand | Copywriter |
| Jonathan Rea | DDB Group New Zealand | Senior Account Manager |
| Rupert Price | DDB Group New Zealand | Planning Director |
| Liz Knox | DDB Group New Zealand | Digital Operations Manager |
| Sheetal Pradhan | DDB Group New Zealand | Digital Producer |
| Jason Vertongen | DDB Group New Zealand | Lead Designer |
| Judy Thompson | DDB Group New Zealand | Executive Agency Producer |
| Steve Gulik | DDB Group New Zealand | Editor |
| Cameron Crosby | DDB Group New Zealand | Lead Developer |
| Parker Mason | DDB Group New Zealand | Digital Planner |
| Rosie Grayson | DDB Group New Zealand | Agency Producer |
| Kate Moses | DDB Group New Zealand | Agency Producer |
| Scott Wallace | DDB Group New Zealand | Group Business Director |
| Rosie Grayson | DDB Group New Zealand | Agency Producer |
As part of a sponsorship campaign for New Zealand freediver, William Trubridge, we created a live stunt. The 102m Deep Dive. But the challenge was, this live stunt was taking place 102m underwater, 13000km away and was being done by someone most New Zealanders hadn’t even heard of. Everything we did for this campaign was made to introduce the country to William Trubridge and the sport of freediving, then create a ground swell of support for William, so the country would tune in to watch the event on the day.
William Trubridge is a 15x world-record breaking New Zealand freediver. Despite this he was relatively unknown in his home country. So we decided to turn his next world record attempt into a live national sporting event. Taking the most inaccessible sport in the world and turning it into a spectator sport. The event took place at the world’s deepest blue hole in The Bahamas. We broadcast it live to the country online as well as on New Zealand’s most popular news show and with the help of our Tweeting Sonar, on twitter and digital billboards across New Zealand.
Most importantly we turned the most inaccessible sport in the world into the most watched New Zealand sporting event of 2014. - Nearly a quarter of the population tuned in to watch the event. - A combined New Zealand TV and online audience that was bigger than the Fifa World Cup final. - An earned media value of over $1,121,000 with 129 stories and interviews with every major media outlet in New Zealand. - 23,580,635 media impressions. -William Trubridge has gone from being unknown in New Zealand to one of our biggest sporting heros.
When Lion Nathan created Steinlager, their challenge was to make a New Zealand beer that could be exported overseas. At the time, no one thought it was possible, but now Steinlager Pure is New Zealand’s most internationally acclaimed premium beer. Since then they have supported other New Zealanders who are just as determined when it comes to being the best - Team New Zealand, The All Blacks and now William Trubridge, a world champion in the purest form of freediving, whose pursuit for purity parrelles Steinlager Pures own: No unnecessary ingredients, just absolute simplicity at its best.