Agency: Big Buoy Client: Rapha Credit: Knucklehead, Big Chop, Big Kahuna Film: The Ultimate Rain Jacket
With a brief to the agency to create something “different”, the cycling brand Rapha released a cycling film that didn’t fit the norms of the category - shot through dirty camera lenses and featuring the grit and grimace of many-a bewildered cyclist, the dynamic film celebrated the raw struggle of high-end athleticism. It encapsulated the Incessant mist and horizontal rain that are just some of the relentless elements cyclists must embrace as they continue to endure near-vertical climbs and precarious hairpin turns, but in this case protected by Rapha’s GORE-TEX rain coat.
The film featured heavy breathing, fastening zips, rustling material and the strain of gears to dramatically emphasise the struggle and effort of the cyclists, whilst showcasing GORE-TEX’ strength and durability. All the time the jacket remained centre stage.
Judge’s comment: “Beautifully crafted sound and grade creating an immersive viewing experience, a compelling watch. Jacket is cleverly heroed, and conveys organically the strength of the coat & the technology.”