Martin Carrizo, a professional swimmer who failed in his previous attempt to cross the widest and wildest river in the world (the Río de la Plata, 30 miles), made a new attempt. This time using Sony’s Walkman Submersible Series, just to prove that music shortens distances, transforming miles into songs.
Through Twitter people proposed songs to help Martin in his challenge. An application administrated the playlist, monitoring the swimmer’s performance and climate context, to transmit through the headphones the songs according to the physical needs of each moment.
The attempt was performed in Rio de la Plata between Montevideo and Buenos Aires in 2014.
Winner of 2 silver lions in Cannes 2014.

CLIENT Sony
LOCATION Buenos Aires/Montevideo 2012
CREDITS
Agency: McCann Erickson Argentina
Production: Sake
Technical direction: IFUCUF