Team JAJO
2022/23
Introduction
We had the opportunity to capture The Ocean Race, one of the toughest sailing races in the world. As the content team for the Dutch VO65 team JAJO, we covered everything—from intense moments on board to the action onshore. With our founder Brend as the onboard reporter and our team capturing content during the stopovers, we brought the essence of this legendary race to life through powerful visuals and compelling stories for fans worldwide.
Industry
Sports & B2B
Deliverables
Full Campaign
PRE-RACE STRATEGY
Team JAJO's campaign had a short preparation time. To maximize reach in a limited timeframe, we focused on building anticipation among sailing enthusiasts. With 10 professional sailors in the team, we strategically leveraged their existing followers. We created 10 profile videos and published them as collaborated posts, ensuring immediate visibility among a highly relevant and engaged audience. The strategy proved highly effective—within a week, social media channels grew by over 500%.
Metrics
Reach, Engagement, Brand-Awareness
LEG 1 Alicante - Kaap Verdië
In the first leg, we sail from Alicante, Spain, to Cape Verde—the team’s first race together in this formation. On board is sailing legend Bouwe Bekking as coach. It’s a tough journey with intense maneuvers, long sleepless nights, and extreme winds. Half the crew gets seasick. As the Onboard Reporter (OBR), Brend captures everything and transmits the footage via satellite to shore. There, the Dutchman Media team processes and distributes daily content and updates for the fans. The footage is also broadcast on The Ocean Race Show on Eurosport.
Metrics
Reach, Engagement, Brand-Awareness
LEG 6 Aarhus (DEN) naar Den Haag
Leg 6 was a short but intense stage from Denmark to our home port in The Hague. During the race, everything seemed to go wrong—the A4, our large sail, tore and had to be repaired. Despite the setbacks, the team managed to secure third place. Upon arrival, we were welcomed with a grand celebration by fans, family, and friends, making this leg even more special.
Metrics
Reach, Engagement, Brand-Awareness
LEG 7 The Hague(NL) to Genova(IT)
"This stage turns out to be one of the toughest. With constantly shifting weather systems, navigating and determining the right strategy is a major challenge. The days are long—sometimes we make good speed, other times we’re stuck for hours. Near Gibraltar, we are suddenly attacked by orcas. Brend becomes the first in the world to capture underwater footage of orcas attacking a sailing boat. The footage makes a massive impact, goes viral worldwide, and appears on news broadcasts in nearly every country. Meanwhile, we battle fiercely with the competition, drop to third place, and face difficult decisions. After twelve intense days at sea, the finish line finally comes into sight, the end of a truly epic adventure.
Metrics
Reach, Engagement, Brand-Awareness
