The creativity of the action is called authenticity. We understood the problem and the context in which the campaign found itself and searched for a partnership that could help us broaden the concept of the new category and connect the promotion with this specific public: we created an unprecedented partnership with ESPN, through its extreme sports platform. We turned it into the basis of The Chosen, using all of the channel’s infrastructure, presenters and know-how, using its weekly programs to announce the promotion. Through the partnership, we publicized the event and, most importantly, produced content with the main assets (athletes) of Action Sports, inviting the public to participate in the promotion. The content was shown on all ESPN channels, on TV and on the web. It also made into a program in Brazil, with the live streaming of the Jan Sessions event on the YouTube homepage.

The Chosen had more than 400 Brazilian teams registered in the promotion. One of the Brazilian teams, called aJUSTanDO Itinerário (adjusting the itinerary), reached the global final of the competition, finishing in 2nd place, receiving more than 10,000 votes in a tough competition. More than the outstanding Brazilian participation, the greatest result of the campaign was to have launched the category in the country with authenticity, with the sales of the 6.0 models growing 53% in the first three months following the campaign.