CLIF BAR CYKELSCRAMBLE
Role: Co-Creative Lead
Co-Creative Leads: Nick Rudie, Chris Hergott // Art Direction & Design: Jonathan Schuster, Sam Lindsay // Agency: SixSpeed
CLIF Bar has long been considered a great outdoor adventure brand. But they were missing one key thing—an outdoor-focused event of their own. We used our brand, digital and event expertise to build a brand experience for “the bar that was born on a bike” and hosted a single day festival in Marin County for over 7,000 fans and hundreds of athletes.
Since this was CLIF Bar’s first attempt at a large-scale, brand-owned event, we started from a literal napkin sketch to concept what it could be. The result? A bicycle relay race where hilariously themed teams raced side-by-side with Olympians and X Games athletes on a one-of-a-kind obstacle course. If that wasn’t enough, the grounds also included a festival with custom screen printing, hands-on art and outdoor events, and a concert from Cold War Kids. Full event branding and a creative campaign conveyed the over-the-top vibe with in-market outdoor, radio, social, grassroots and influencer outreach.
“One of the top five days in company history.”
