William Trubridge didn't quite manage to break his own free-diving world record on Wednesday morning. But, with the help of a big push from Steinlager and a live broadcast from TVNZ, he did manage to get plenty of New Zealanders watching the attempt on Breakfast.
William Trubridge is probably not sipping on a Steinlager Pure at the moment, given he's preparing to break his own freediving world record on Wednesday morning New Zealand time and descend 102m into the Caribbean. But there will undoubtedly be a few waiting for him on the boat if he returns to the surface victorious. And, in addition to a number of billboards, plenty of in-bar activation and a special elevator, Lion and DDB are aiming to get more Kiwis watching the record attempt live on TV One's Breakfast with the help of another moody TVC.
The Red Bull Stratos campaign, which saw madman Felix Baumgartner jump from a capsule approximately 39 kilometres above Earth, was one of the most watched brand-sponsored events in history. And Lion and DDB are attempting to do something similar, with a new campaign for Steinlager Pure that aims to drum up interest in Kiwi free diver William Trubridge and the upcoming effort to break his own world record of 101m.