Cannes Lions
PRECIOUS MEDIA, London / DIAGEO / 2017
Overview
Entries
Credits
Description
The creative idea was to craft a genuine 'fly-on-the-wall' documentary about these unique women and then follow their journey; literally from the first time they placed oars in the water through to the arrival at the finish line in the Caribbean. In doing so, one could then closely align TALISKER WHISKY’s focus on 'elemental adventure' (in their brand messaging) with the true power of adventure to transform people, without interfering in the storytelling at any point in time. This would be - and certainly became - a truly entertaining piece of television viewing!
Execution
The film was shot between April 2015 and March 2016 by a dedicated production team. Locations included York (UK), La Gomera (in the Canary Islands), and Antigua (in the Caribbean).
The film transmitted in May 2016 as part of NATIONAL GEOGRAPHIC's 'My Own Path' strand - which also featured such high profile documentaries as “He Named Me Malala” (about Malala Yousafzai, the Nobel Peace Prize winner). It was the main feature documentary across the network in the month of June 2016.
Outcome
The film was broadcast more than 200 times across the NATIONAL GEOGRAPIC CHANNEL network, with individual transmissions in more than 100 countries. Estimated actual viewers exceeded 30 million people across all markets.
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