Art Direction: Albania Perez
Get the attention of people who have never participated in Tough Mudder before or any of these type of races and persuade them to sign up to challenge themselves and get the experience of a lifetime.
"Mind Over Mud" is a call to defy first the obstacles of the mind, to then find out what the body can achieve when there are no limits.
-Print Ads exemplifying the "Mind Over Mud" momentum.
-Experiential strategy based on Tough Mudder training spots with interactive access to the training need for the race.
-Sweat-activated apparel as a reward after pre-registering for the race, employing sweat activated technology.