Design > Communication Design

X GAMES TAKEOVER

CARMICHAEL LYNCH, Minneapolis / JACK LINK'S / 2018

Awards:

Shortlisted Cannes Lions
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Case Film
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Overview

Credits

Overview

CampaignDescription

The X Games audience is made up of skate punks, BMX heads, and their chaperones. For them, authenticity is everything. We created an immersive OOH experience that mixed core brand DNA predominantly featuring Jack Link’s mascot, mythical woodland man-beast Sasquatch, with the raw energy of skate culture. Graffiti, collage, and beavers. In short, we tried to make things the kids would want to steal.

Execution

To get to the Games, fans would have to pass through Minneapolis’ light rail stations — and its most visible media buy. We spread four backlit two-sheet posters, 16 two-sheet posters, two backlit dioramas, four digital screens, six glass panel locations and two ticket machine panels across the six stations leading up to the stadium.

Outcome

At a fraction of the cost of an official sponsorship, our 34 intricately coordinated transit boards, served as the first touch point for attendees at the event, and generated more than 4MM 18+ impressions throughout the flight, beating expected deliveries.

Synopsis

The X Games is an annual extreme sports event hosted, produced and broadcast by ESPN. In 2017, the X Games came to Minneapolis, home of iconic snack brand Jack Link’s Jerky. Our objective was to leave a mark on the youthful crowd in attendance.

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