To come up with a distinctive brand that would help Urban Challenge make its Canadian debut in Ottawa. Already an established scavenger hunt and running race in the US, Urban Challenge was franchised to come to Ottawa where for the first time ever, the proceeds would be donated to charity. Teams of two used both brains and brawn (an odd coupling one might think) to solve cryptic clues that lead them–on–foot or by bus–to–checkpoints around the city.
As entry fees were fairly steep and the race was an unusual combination of intellect and athleticism, the target audience was a unique one: adventurous, athletic and financially established audience who wanted to give back to the community. The creative had to communicate a lot, so tried to capture the opposing nature of athleticism and intellect through a bold typographic approach using quirky and taunting headlines in simple fluorescent yellows and minimal imagery. A comprehensive and far reaching creative did indeed make a huge impact, selling out the event and then some, it won awards as well as the business of the National Gallery of Canada
Poster campaign, advertising campaign, guerilla marketing materials, banners, event-day materials, promotional materials and website
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