Reaching consumers isn’t always easy, but when you have a family of talented athletes, influencers and content creators, it’s almost unfair to not share all the amazing content with the world. This is what inspired GoPro’s creative team to create the “There’s a Hero in All of Us” campaign alongside the agency Mediabrands San Francisco. After being wildly successful, the campaign has landed GoPro amongst good company as one of Adweek’s 23 Best Media Plans of 2017, along with Netflix, Airbnb, Lexus, Hulu and Google.

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Specifically, Adweek recognized GoPro in the “Best Use of Programmatic” category. Commending the campaign for resonating across 14 different countries that represent nine languages and use five different currencies—trust us, this is now easy feat. But when you can do everything from travel to the depths of the ocean to unobtrusively capture priceless family memories with a GoPro, it becomes do-able.

As told to Adweek by our own global advertising manager Sacha Coates, “Not only were we trying to find imagery that spoke to each of the audiences that we were targeting, we were also trying to highlight the product attributes of our HERO5 camera.”

“There’s a Hero in All of Us” celebrates the extraordinary in everyday life, as told by GoPro. We’re stoked to share the memories with everyone who’s a fan and a follower of GoPro. We promise we have lots more to come!