Gettin’ dirty with an international endurance event series.
Tough Mudder wanted to mix things up. A fresh paid media campaign during one of their busiest registration seasons in 2016, meant a deep, creative exploration into what they’ve done, what their obstacle-course competitors have done, and how to make Tough Mudder matter more in the minds of adventure-seeking consumers.
It’s a challenge, not a race
In a fairly crowded obstacle course category, Tough Mudder owns the concept of teamwork. Other brands promise a fight to the finish. But with Tough Mudder, one doesn’t finish without a friend.
This brand principle inspired our Tougher Together campaign. In partnership with a Lead Copywriter, we developed the campaign identity and led creative development across paid media ads & sponsored content; transforming the dark, rugged aesthetic from recent campaigns to a brighter, more saturated and uplifting aesthetic. All of which accompanied a message of doing some pretty badass stuff, together.
This digital campaign ran internationally in the UK, Australian and German markets (as well as across the US), for both the Tough Mudder and Tough Mudder Half products. So, as you can imagine, this was a pretty high-volume assignment.
Exploring new social territories
With events around the country and the world every month, Tough Mudder is no stranger to cranking on paid media. But with this assignment, we were tasked with exploring a newer social buy, the Facebook Canvas unit, to create an interactive experience intended to raise brand awareness.
We strategically combined photography, video and graphic elements within the Canvas to create a multi-level, interactive experience for “Tougher Together.” We highlighted the obstacles and overall experience of a Tough Mudder challenge: freeze together, climb together, cheers together—there’s something for everyone, together, with Tough Mudder.
HERE’S WHAT WE DID:
- Concept Development
- Creative Direction
- Design & Production (High-Volume, International)