June and July saw the roll out of the first series of an original web series from the Luna Rossa Prada Pirelli Team called ‘Challengers for Now’.
The four-part online video season, created in collaboration with creative agency M&C Saatchi, debuted on the team’s own digital channels and was amplified socially by sponsors Pirelli and Prada.
The series’ tagline ‘A challenge without equal. 1000 days, 100 professionals, 1 obsession: winning the America’s Cup and winning it for Italy’ reflects the team’s complete dedication to the task – one which borders on the obsessive.
The aim is to take the public backstage and out onto the sea for the first time and the work takes a storytelling approach around the arduous and fiercely competitive journey to the cup as told by the sailors and team members themselves.
The films focus on topics such as adrenalin-fuelled indoor fitness sessions, hull and foil design development, to tense training on the water and even a dramatic dismasting.
Launched initially on 9 June, the final episode was posted in mid-July and all the videos are amplified through the team’s own channels and the social platforms of its name sponsors Pirelli and Prada.
Episode One launched on 9 June and offered an exclusive behind-the-scenes view of the America’s Cup challengers Cagliari headquarters through film footage and interviews with the team’s key personnel.
The design team reveals the secrets of the flying boat in the second spot.
The third episode focuses on the unexpected occurrences which happen, despite the most precise calculations, when you push the limits every single day and there is no margin for error.
The final episode of the first series shines a spotlight on how the team overcomes such immense and intense challenges.
The whole series is also hosted on the team’s digital hub at https://bit.ly/3dNiIFR.
This set of four videos is the first of two seasons and the second season will follow early in 2021 when the team prepares for and participates in the Prada Cup in Auckland (New Zealand) in January and February 2021 for the right to compete against defender Emirates Team New Zealand in the America’s Cup races of March 2021.
“Being challengers is what reminds us every day of our goal and pushes us to strive more and more to achieve it. This web series is a project our team really cares about, it is the story of the long journey behind a challenge as complex as the America’s Cup,” explains Team Director and Skipper Max Sirena in the PR material accompanying the series launch.
While sailor Shannon Falcone added: “In an America’s Cup campaign you don’t know what can happen until the end; the only sure thing is that the winning teams are the ones who work together to overcome the daily challenges. I hope this web series will show the public the story behind the long and exhausting preparation for the America’s Cup.”
Comment:
The America’s Cup is the oldest international trophy in world sporting and ever since it was first competed for in 1851, the world’s most talented sailors have set sail to claim the cup.
Like Formula One, the America’s Cup is a pricy competition between teams which not only represent their countries, but also their nation’s elite sailing, sporting, design and technology skills. Or those simply borrowed from rival countries.
At the same time as the web series rolled out, team partner Prada also put the partnership at the creative core of the campaign for its new Spring/Summer 2020 and LineaRossa eyewear collections in an early July campaign.
Links:
Luna Rossa Prada Pirelli
https://www.lunarossachallenge.com/
https://www.facebook.com/LunaRossaPradaPirelli
https://www.youtube.com/user/lunarossachallenge
https://www.instagram.com/lunarossachallenge/
M&C Saatchi
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