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LOS ANGELES “Holy Crap!” indeed.
Hub Strategy’s first assignment for the Nike 6.0 Extreme Sports Group led to the creation of an action-sports urban assault vehicle — actually a converted 1959 amphibious tank-like truck — initially tricked out by the agency for the Mountain Dew’s Action Sports Tour.
The vehicle has proven popular and will now visit various 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 sure to create a camera-phone viral response, said Andrea Collette, the San Francisco shop’s communications director.
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