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By John McCarthy, Opinion editor

January 12, 2016 | 1 min read

Few of life's undertakings are as unappealing to a sane mind as taking on the Tough Mudder challenge - as a result, creative agency Rokkan had a tough sell when tasked with producing the event's first ever global campaign.

Rokkan embraced the madness of the marathon as it looked to push more potential runners into the mix globally, intent on combating dissenters claiming they are 'not ready'.

Three videos, ‘Battery’, ‘The Escape’ and ‘The Swingset’ propose that by living life, participants are already prepared for the rush and the #ItsAllBeenTraining hashtag looks to help this proposition go global.

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