Challenge
Create an “organic” social campaign that believably connects the (local) skateboard scene to the new ‘G-Style’ models.

Idea
G-SHOCK’s origin lies in Japan and the 2020 Olympic Games will be held there. So, we created ‘Road to Tokyo’, a video series in which we followed “new” Olympic athletes practicing sports and disciplines that will be introduced during the 2020 Games and all resonate withG-SHOCK’s payoff ‘Absolute Toughness’.

Impact
The first three episodes centered around Dutch pro skateboarder Douwe Macaré. They were published on G-SHOCK’s Instagram and Facebook pages, creating awareness through targeted advertising and affirming the brands relationship and commitment to the Dutch skateboard scene.