Rumble.
Riyadh Season promoted the Tyson Fury v Francis Ngannou 'Battle of the Baddest' bout with a 90-second film in which each fighter gets inside the other's head from a distance.
- Brand
- Riyadh Season
- Agency
- Droga5 / Accenture Song
- Market
- Saudi Arabia
- Region
- Global
- Year
- 2023
The challenge
The October 2023 fight in Riyadh paired WBC heavyweight champion Tyson Fury with former UFC heavyweight champion Francis Ngannou, and the promotion had to build worldwide anticipation for a crossover bout.
The idea
Droga5 built the film on the boxing saying that a fighter lives rent-free in his opponent's head. While one man trains, the other's rest is disturbed elsewhere, and the pressure shows in moments such as cracking bathroom tiles and a letter falling from the Hollywood sign. A Mandarin-language cover of 'Bang Bang (My Baby Shot Me Down)', sung by Betty Chung, plays throughout. Seb Edwards directed for Park Pictures, and the film led the integrated 'Battle of the Baddest' campaign.
Results
- About 140 million views in its first 24 hours, according to Shoot
Case study source: The One Show Source ↗
