'#21Seconds' | G-SHOCK / FISE


Whilst employed by Redtorch, FISE and G-SHOCK asked for a digital sponsorship campaign that:

  1. Raise awareness of G-SHOCK amongst a young action sports audience

  2. Drive online engagement for FISE outside of event season

  3. Work with leading action sports athletes and influencers to generate engagement from wider athlete and fan communities

The solution

Working alongside the client and my team, I created and launched a a user-generated content (UGC) campaign called #21Seconds. This centred on a competition asking professional and amateur action sports athletes to share a 21-second-long video of their best trick on social media. The winner was decided by a public vote on FISE's website.

This generated authentic online content that engaged a passionate action-sports fanbase and put G-SHOCK at the centre of it, enhancing their reputation amongst a Gen Z audience.

The month-long campaign generated...


video views on social media


social media engagements


visits to the competition website


votes cast online