With a brief to engage British surfers in a new format of contest we created Nike Picture This. With a sign up entry (60 max) promoted via UK surf sites and locally around Newquay we saw young groms riding in alongside their heros that included current and former champions and pros.
The concept revolved not around the best wave but the best picture taken by the 4 photographers we had on the shore.
The top 10 shots from the day were posted online and together with Wavelength magazine we conducted an online vote for the best surf shot. The winner was given a DPS in the following issue alongside a cash prize.