Nike's division 6.0 Extreme Sports Group's first assignment to Hub Strategy led to the creation of an action-sports urban assault vehicle, converted from a 1959 amphibious tank-like truck. The vehicle has proven popular and will now visit various US cities over the next several months. The brief for the project was, in fact, "Holy Crap!" - defined by the client as creating a presence impossible to ignore and aimed at creating a camera-phone viral response.
The vehicle features include a skate ramp, wakeboard tower, surf racks, skateboard rails and BMX racks - as well as creature comforts such as a barbeque, sleep-in camper shell, a waterproof CD player, radio and remote control iPod.
Nike declined to disclose the total spend on the assignment.
It's amazing how an innovative brief from a client who's willing to take calculated risks can lead to such an unforgettable piece of communication.
We've developed a highly effective approach to building brands when dollars need to be stretched and we normally keep it a secret. But we like you. So we'll tell you about it.
Just this once.
Hub Strategy & Communication
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