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GRINDING NATIONWIDE: THE EPIC JOURNEY OF THE GREAT OLYMPIC SKATE

year

Client

New Zealand Olympic Committee

Service

Experiential Events

tag
Experiential Marketing, Event Activations
development

Challenge

  • With skateboarding and surfing newly introduced as Olympic sports for Tokyo 2021, there was a need to help New Zealand youth understand when and how they could watch them, and what pathways existed to participate.
  • The New Zealand Olympic Committee wanted to capture attention, especially among young people, in a saturated media environment -finding a way to stand out and spark engagement.
  • Needed a campaign with reach and mobility: something that could tour across the country, visiting diverse communities (urban, rural, beach) and key gathering spots like schools, skateparks, surf beaches and landmarks.

Solution

  • Constructed the world’s largest skateboard (measuring 12m long × 3m wide) as a striking physical symbol to draw attention.
  • Took that giant skateboard on a 40-day nationwide road trip, stopping at schools, skateparks, surf beaches, and iconic New Zealand landmarks. This made the activation visible and accessible to many different audiences.
  • Used the journey to tell a visual story: not just of the skateboard itself, but the build process, the travel, and the engagement in each place – helping to educate young people about what the new Olympic sports are and how they can engage with them.
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project overview

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