To show that JLL help ‘achieve ambition’, it teamed up with experiential agency MKTG Singapore and Sydney production agency The Precinct to create an eight-part documentary series about what it takes to become a climbing champion – from facing fears to setting goals, making sacrifices, pushing the limits and using innovative technology to achieve ones aims.
JLL, a commercial property and investment management services offering strategy and support works with real estate owners, occupiers and investors worldwide, launched ‘Stories of Ambition’ in late July 2019 – a year ahead of the start of Tokyo 2020.
The creative explores the world of sports climbing where athletes must excel in three different climbing disciplines to succeed in the new Olympic combined format of ‘speed’, ‘lead’ and ‘boulder’.
Hosted on NatGeo (https://www.nationalgeographic.com/achieveambitions/), this is a global campaign focusing on six primary markets and stars six athletes from five different countries.
With sports climbing on the rise and making its debut at the 2020 Tokyo Olympics, the campaign (launched to coincide with the one year to go Olympic countdown, stars a set of young athletes who are pushed to their limits at a training camp in Japan run by Great Britain climbing coach Ian Dunn as they seek to qualify for the 2020 Tokyo Olympics.
The online video led campaign, is also supported by print and outdoor stills photography in the form of a global digital, print and outdoor media campaign that seeks to cement JLL’s global positioning of ‘Achieving Ambitions’ and leverages the growing popularity of sports climbing worldwide to connect with younger audiences.
It is led by a trailer, it takes place during an intensive one week training camp in Japan, using innovative technology from JLL to help them achieve their ambitions.
Then a paired set of shorter and longer form films focus on each athlete rolled out.
Episode One, ‘Scaling New Heights’, features Dunn who combines 40 years of experience with cutting-edge technology in his role as Great Britain’s climbing team coach.
Episode Two, ‘Stepping Up’, features Angie Scarth-Johnson
Episode Three, ‘Need For Speed’, focuses on Emmanuel Ryan Paul,
Episode Four, ‘Under Pressure’, stars Yau Ka-chun
Episode Five, ‘Full Circle’, stars Karin Kojima,
Episode Six, ‘Converging Lines’, focuses on Mark Chan,
and Episode Seven, ‘The Hard Road’, stars Siddhi Manerikar.
These were followed up by a set of additional supporting spots.
“Brands need to do much more these days to stay relevant,” commented Precinct creative director Michelle Galluzzo.
“For JLL to back their brand promise and create original content about helping young athletes achieve their ambitions shows that they are incredibly influential on the world stage beyond real estate.”
Mark Tipper, brand director for JLL Asia Pacific, added: “The Precinct really impressed us with their commitment and dedication to bringing our shared vision to life. Spanning five countries and a myriad of technical complexities in filming on some highly testing locations, the end results are truly a labour of love that are filled with engaging content as well as a veritable conveyor belt of gorgeous cinematography”
Created for JLL Singapore Chief Marketing Officer APAC Nicole Worthington and Regional Brand Director APAC Mark Tipper, by experiential agency MKTG Singapore where the team included Managing Director Cat Lyon, Regional Business Director Mike Hemmingway and Head of Strategy Stephanie Tyan.
The campaign was produced by a team from agency The Precinct that included Creative Director Michelle Galluzzo, Producer Henry Motteram, Production Manager Emma Plummer, Series Director Michelle Galluzzo, Director Richard Vilensky, Cinematographer and Photographer Dan Freene ACS, Photographer Jason Halayko, Lead Editor Nicholas Lever, Editors Scott Walmsley and Joseph Wong, Edit Assistants Mitch Farkas, Jois Tan and Nikhil Joshi, with Motion Graphics by Beto Prado and Fernanda Perez, Grade Angela Cerasi, Online Editor Piers McDonald and Retoucher Rozanna Bigeni.
The sound studio was McCrocodile, the sound engineer Peter McCorquodale and translations were handled by Emi Haskell, Jois Tan and Nikhil Joshi.
Comment:
This campaign rolled out amidst a blizzard of brand and team content marking the one year countdown to Tokyo 2020 and rights holders and sponsors started to build excitement, buzz and support ahead of the Games.
The initiative feels closer to the approach of Red Bull or GoPro than it does to the usual property investment marketing creative – and it is all the better for that.
Despite its increasing popularity, sports climbing — which is due to make its Olympic debut at Tokyo 2020 — is still heavily underfunded at an elite level so global real estate firm, JLL wanted to support a group of ambitious young climbers across Asia Pacific to help them make it on the world stage.
Links:
JLL Singapore
https://www.youtube.com/user/joneslanglasalle
https://www.facebook.com/JLLUnitedKingdom/?brand_redir=216408758387181
MKTG Singapore
The Precinct
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