Our Shores
The brief
Visit Wales wanted the world to see the country as a place to get your heart going, not just a place to look at.
The job was to show off the thrill of what Wales has to offer outdoors, and to do it in a way that action sports fans would actually stop scrolling for.
On the road between spots.
What we did
We built the content concepts and brought in two riders with real pull in British action sports: Olympic snowboarder Jamie Nicholls and freeride mountain biker Sam Pilgrim.
We put them in the Welsh landscape and let them do what they do best, so every shot shows Wales through riders who actually go looking for this stuff. Real riding, real places, no stock-photo adventure.
The landscape we set out to show.
The result
Measured against Visit Wales' previous campaigns.
Uplift in email sign-ups compared with previous campaigns.
More views on the creators' pages than on previous campaigns.
Worth it.