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

Published by Mountainblog on 01/07/2015.

The winners of the ISPO Award 2015, presented by Ispo, Europe’s most important trade show for the outdoor industry, were announced a few days ago. The winner in the Communication – Social Media, category was Tor des Géants Elements, a project commissioned by Ferrino to creative firm Pillow Lab.

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.

INFO:
Ferrino
Pillow Lab
Tor des Géants

Backpacks, tents, sleeping bags, clothes and equipment: Ferrino is one of the oldest Italian outdoor company equipped with a wide section of products. Passion, challenge and fantasy are the elements that brings Ferrino to innovate, creating always new technologies, able to resist to any weather condition. All the products are developed with the cooperation of professionals of the sector, athletes and explorers, which Ferrino supports in their personal adventures, designing in that way incredible items which comply to real and specific needs. The product quality, handled by the brand ambassadors during the design, it’s further tested by clients, at the HighLab camps where they have the possibility to try for free tents, sleeping bags and other equipments, experiencing the emotion of sleeping in high altitude, becoming a tester for a night. Today Ferrino, almost 150 after its foundation, it’s spread in approximately 40 countries all over the world and it’s a reference for mountaineers, hikers, explorers, trail runners and outdoor enthusiasts. Founded in Turin in 1870, today Ferrino has around 60 employed and it’s still managed by the same Ferrino’s family – and Rabajoli. The possibility to cooperate with important people of world of the sport in the Alps has given Ferrino the chance to create high tech products, always maintaining that artisan touch and Italian style which makes each product a jewel to be proud of, both for the company and the user.

www.ferrino.com