The biggest worldwide surfing event was coming to town, and competing in it would be the best Portuguese surfer of all times.

TMN, the largest telecommunications provider in Portugal was a main sponsor of both the event and the surfer, so we had an idea to launch its new waterproof smartphone in loco.We challenged the surfer to acknowledge his fans for all the love and support... via the phone, in the middle of the competition, from the sea and to more than 60,000 people at the beach.

We used the event set up and its logistics operations as our studio and production team.Camera operators, jet skis pilots, sound technicians, and even the event speaker were briefed, briefed for something they had never done before: a live stunt where the Portuguese surfer called from the smartphone (connected to the event sound system), in the middle of the competition and from the sea!

Due to the event's in-house broadcast we would benefit from the natural hype. But the results were overwhelming.More than 60,000 people were at the beach during the phone call. More than 6m were watching it through the live web broadcast. And through the event’s global coverage we reached a massive audience in the 4 corners of the world.We made headlines in various sites and the call was the hot topic in the social networks.In the following weeks after the stunt we uploaded a video on YouTube that in only 2 weeks had more than 15,000 views (great deal for the surfing community).For the smartphone, TMN received a high volume of sales orders after the stunt - a few weeks before its official sales launch.But most important was the goodwill that TMN reached within the surfing community (part of its growth strategy).

The new smartphone became a new symbol for the surfing community in Portugal.