Cannes Lions
UFC, Las Vegas / UFC / 2016
Overview
Entries
Credits
Description
An 11-year-old girl peers into the window of a men’s judo class. A teenager finishes her cardio session and curiously circles a heavy bag. From those innocuous moments, two lives are changed and a sport is redefined. Through the glory of boxing titles and Olympic medals to sideways looks from principals, gym goers and congregation members, the moments from their lives that brought them to UFC 193 captivated audiences.
Execution
This film was aired in full on the UFC 192 Pay-Per-View broadcast on October 2, 2015. Cutdowns of it were trafficked to cross-channel partners; full versions were distributed across the internet.
Outcome
This film's full-length cut received more than 3 million views online and was praised by both casual MMA fans and our most hardcore audience members. It was shared by celebrities and fighters, and raised awareness for what turned into the UFC's biggest Pay-Per-View event of 2015.
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