Ahead of the X Games in Minneapolis, Carmichael Lynch takes over a light rail station with extreme branding.
With the X Games headed to Minneapolis, Minnesota, Jack Link’s Beef Jerky and its agency of record, Carmichael Lynch, flexed all its creative muscles to pull off a city-wide guerilla campaign. A bold take on Jack Link’s look, the campaign freshened the brand’s long-running “feed your wild side” positioning for the town’s extreme sports fans. Carmichael Lynch seized the light rail station located immediately outside of U.S. Bank Stadium, where the event would be held, and stocked it with 46 out-of-home pieces, digital animations displayed on the stations’ screens and plenty of swag, from custom Vans sneakers and skateboards to enamel pins and T-shirts. From this station domination to the additional videos of a skateboarding Sasquatch exhibiting mongo-footed malarkey at bowls, benches, handrails and half-pipes around the city, the campaign delivered as much punch as Jack Link’s.