In 2017, the X Games came to Minneapolis’ U.S. Bank Stadium. To get there, most fans had to pass through the city’s light rail stations – and its most visible media buy. So we became the X Games’ official unofficial sponsor by spreading 46 unique posters and three animated videos across the six stations. The goal was pretty simple: Capture the attention of an incredibly hard-to-reach audience by making things the kids would want to steal.
Station Domination Fast
We evolved the brand’s aesthetic to speak in a language more in tune with our audience — BMX-heads, OG skate gods and their chaperones. The result was a high energy remix – the woodland weirdness of Jack Link’s and the raw energy of skate culture.
Station Domination Wavy
Station Domination Glitchy
We flooded the brand’s social channels with videos, GIFs and dancing panda bears. Sasquatch himself even made a rare appearance with some rails and kick-flips. Social. Media. Firestorm.
Station Domination Sasquatch Skating
We made all manner of swag — custom skateboards, sneakers, pins, hats, bandanas and more. Because no integrated campaign is complete without a good t-shirt.