The client wanted a 360 gravel campaign starting with a compelling, super-ownable POV. They wanted to leverage Sportful athlete Peter Stetina, who in 2020, left World Tour Racing to pursue Gravel Racing. They wanted to leverage Peter’s bike sponsor, Canyon Bicycles. They wanted a film-forward content series, socials, stickers, art, merchandise, activations, engagements, etc.
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Gravel is all about self-expression, community and fucking with fun—maybe a 14-hour race in supernatural humidity is fun, maybe coasting down a dusty road in the general direction of a rope swing is fun, maybe shut up, because both of them, along with everything and anything in between, is fun.
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Answer the Call Campaign Launch Video
Episode 1: Super Sweetwater, Grasshopper Series
Episode 3: Ask a Privateer
Win This Canyon Grail, Let’s Privateer Sweepstakes Announcement
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“What Fun Type Are You?” Survey collected over 19,000 emails in less than two weeks
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How to: Funnest Known Time in Marin | Let’s Privateer Ep. 4
Let’s Privateer: Boulder FKT Route Beta with Caley Fretz
How to: Funnest Known Time, Boulder | Let’s Privateer Ep. 5
How to: Funnest Known Time, San Diego | Let’s Privateer Ep. 5
San Diego FKT Route
Boulder FKT Route
Marin FKT Route
Users Rode, Documented, and Reported for a chance to win prizes for #fastest, #freakiest
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