JLL - Stories Of Ambition

“Stories of Ambition” is JLL’s first-ever brand campaign. We wanted to bring our brand promise, Achieve Ambitions, to life in an authentic and impactful way.

We sponsored six ambitious young climbers from Australia, Hong Kong, India, Japan and Singapore, helping them get closer to achieving their ambition of making it onto the world stage. Producing a nine-part documentary series following their ambitions to make it to the Tokyo 2020 Olympics. 

With Sport Climbing confirmed as a new Olympic sport for 2020 (later delayed until 2021), they all have ambitions to qualify but will have to excel in three climbing disciplines: lead, bouldering and speed. Each of these disciplines require different skills and physiques — it’s like asking Usain Bolt to race against Mo Farah. 

 To help these athletes get closer to their Olympic dreams, we took them to Mori Park, a state-of-the-art climbing gym in Japan, for an intensive training camp with Team GB’s climbing coach, Ian Dunn. We also created a motion capture climbing suit which uses sensor fusion technology to analyse the climbers’ movements like never before, turning it into kinematic data.

Objectives:
The campaign is about increasing brand awareness, as a B2B brand with a limited budget. We focussed on:

- increasing our sphere of influence to ‘clients of the future’ as opposed to mass-audience outreach
- engaging our internal people to become brand advocates
- building brand awareness and association with “ambition” 

The results:
The campaign achieved over 15 million targeted video views and is JLL’s best-performing campaign of all time and earned media coverage was also gained in prestigious marketing, print and broadcast media.

- Stories of Ambition was showcased at Innovfest Unbound, Southeast Asia’s largest innovation festival
- Winner of Best Video Series in International Content Marketing Awards
- Winner of Webby Award for Sports (Video Series and Channels)