What was the brief?
British Champions Series wanted to appeal to the 22 – 35-year-old age group and encourage them to purchase tickets to the British Champions Day races. The way they wanted to do it was by going viral.
How did we approach the brief?
To achieve that sort of viewing figure we knew that we were going to have to do something big. So created a concept in true Fat Chief style. A stunt in a busy London train station that involved making commuters race a jockey with a commentator in tow.
The results speak for themselves. The video has already had over 756, 000 views. We’d call that pretty viral and all with plenty of time to spare before the start of champions day.