Ferrino and Pillow Lab, ‘Winners’ of the ISPO Communication – Social Media Award

The aim of the project was to show the experience, in real time, of a unique event like Tor des Géants – one of the world’s most famous endurance trails – capturing the emotions of participants, the wait, the authentic experience, and also the complex organisational side of things, for which event sponsor, Ferrino, has always provided support. The idea at the base of the project was to develop a “sustainable” narrative approach for emotional, realistic communication, without using impacting messages but respecting the natural aspect of the situations. Two storytellers attended the 2014 edition of Tor des Géants creating photographic contents, videos and articles which were shared on Ferrino’s social channels with particular attention to the production of five videos, the heart of the project. The words used by the ISPO Award Jury about our project: “Ferrino and Pillow Lab used the most realistic and emotional communication to deliver the journey of athletes on the ultra-trail competition, Tor des Géants. This was done with the expectation of capturing a different point of view, the reality of the journey for these athletes. Two storytelling specialists were on the spot, taking the same journey that the athletes did, video making, editing, writing articles, photo shooting and spreading their story through social media”. In terms of figures, the project has officially gone beyond a million views, with peaks of 157,700 views daily and 50,000 views just for the videos. Tor des Géants Elements is an international success for an all-Italian project and shows how ethical communication, based on real content, has the potential to contribute to the spread of the basic principles of Outdoor sports. Ferrino Over 140 years of history make Ferrino one of the world’s most experienced outdoor brands. Founded in Turin, in 1870, Ferrino is one of the leading names when it comes to the development and manufacture of equipment for outdoor activities such as mountaineering, climbing, freeride and trekking. As a company, Ferrino has always paid a great deal of attention to innovations in communication, as well as to technical innovations that can serve its own products. It seeks always to make the most of the more human aspects of outdoor experience. This awareness is behind Ferrino’s support for the Tor des Géants Elements project. Ferrino has been sponsoring the Tor des Géants since its very first year, guaranteeing the utmost technical and organisational support for setting up the life bases and other reference points of essential importance for the competition to take place in safety. WS: www.ferrino.it FB: www.facebook.com/FerrinoOutdoor FLKR: www.flickr.com/photos/ferrino_ita YT: www.youtube.com/user/FerrinoVideo/ Pillow Lab Pillow Lab is a creative firm specialising in content creation and diffusion for the outdoor industry and the stories connected to it. One of the firm’s main aims is offer a sustainable approach to what we do, both in environmental and cultural terms. WS: www.pillowlab.it FB: www.facebook.com/pillowlab FLKR: www.flickr.com/photos/pillowlab/ [gallery link="file" ids="8980,8982,8984,8986,8988,8990,8992,8978"]