Steinlager Pure ambassador William Trubridge to attempt world record part of campaign via DDB

World record free-diving champion, praised Kiwi athelete and Steinlager Pure ambassador, William Trubridge, will attempt to break his own world-record live on TV tomorrow as part of an integrated campaign by DDB.

Trubridge has been working with Steinlager Pure since earlier this year after DDB identified him as the perfect hero to represent the brand’s ‘Born to Defy’ mantra.

On Wednesday 3 December at 8.15am New Zealand time, Trubridge will attempt to reach 102 metres underwater on a single breath as he free-dives Dean’s Blue Hole in Long Island, Bahamas. The broadcast will be streamed live on TV ONE Breakfast and is expected to stop the nation.

Says Shane Bradnick, DDB executive creative director: “This is the second chapter in the Trubridge and Steinlager Pure story, following the epic brand TVC we released earlier this year, and it involves a lot of thrilling firsts, and exciting new digital elements.

“In a New Zealand first, we’ve created a live world record attempt piece of long-form content, for an entire nation.”

In the lead up to the world-record attempt, New Zealanders and supporters from around the world, have been encouraged to leave their message of support for William on the ‘102 metre website’ that has temporarily taken over Steinlager.com.

Developed by the DDB digital design team, the website allows visitors to leave a recorded message in encouragement for William. Using underwater technology these messages will be played to William so he is able to hear the whole of New Zealand while he dives.

Fans leaving messages of support via Twitter and the website include All Black Liam Messam, iconic model Rachel Hunter and not surprisingly Linda Trubridge, William’s mother.

Tomorrow morning Auckland commuters will be able to experience the dive as it happens thanks to a ‘tweeting sonar’ streamed across digital billboards around the city, in a first for the country. The tweets will share William’s journey at each stage of the dive, for example at 85 metres deep the pressure is so great it could implode a rugby ball, and at 93 metres deep William is at the equivalent height of the Statue of Liberty.

Says Bradnick: “This campaign not only includes print, outdoor, radio and a world-class interactive website that in itself offers a unique journey, but we’re broadcasting live a world-record attempt from half way across the world! Our entire team will likely be holding their breath along with Trubridge.”

Says Michael Taylor, Steinlager senior brand manager: “William’s dedication and drive to continually challenge himself and be the best is the approach we take with Steinlager Pure. We have created the best beer from the world’s most pure place, yet we’re forever asking how we can improve.

“If a 15-times world-record champion won’t stop trying to achieve new goals, we won’t stop redefining ours.”

DDB

Brand Manager – Alison Futcher