Dew Tour Event Activation
Posters, Giveaways, and Event Space Branding

For the past 5 years Toyota has been a title sponsor at the Summer and Winter Dew Tour. Much like X Games, Dew tour is a skateboarding and BMX competition. The challenge was for Toyota to have a bigger presence at the tour, and to stand out and next to brands like Nike and PlayStation.

To resonate with kids as well as adults, we created a theme for the space and named it Adrenaland. The following communication and site branding encourages kids to "Unleash their Freak" and tap into their inner adrenaline monster. 

To excecute this campaign, we teamed up with iconic skateboard artist Jimbo Phillips. Jimbo's roots in skating culture was the perfect fit.

To excecute this campaign, we teamed up with iconic skateboard artist Jimbo Phillips. Jimbo's roots in skating culture was the perfect fit.

To excecute this campaign, we teamed up with iconic skateboard artist Jimbo Phillips. Jimbo's roots in skating culture was the perfect fit.

Posters

A limited number of posters were printed, signed by the athletes and given away to fans.

The posters were such a hit that we ran out of them half way into the 2nd day of the Boston stop.

Each vehicle at the Adrenaland booth featured a different way for the kids to interact with the brand.

The vehicles were turned into mobile video games, photo booths and more. 

We Gave away bandanas that could be folded in half and worn, allowing kids to show off their inner monsters.