Tough Mudder, the world’s most popular team challenge, partnered with Rokkan as its Creative Agency of Record to unveil a new global brand platform – We Are Tough Mudder. The first campaign under the new platform, #ItsAllBeenTraining, which launched in all global markets, US, Canada, UK, Australia and Germany, through online video and social media.
Since its 2010 inception, Tough Mudder has hosted more than two million participants at more than 200 events across three continents. Each event tests physical strength, mental grit, and teamwork over a 10 to 12-mile course packed with 20+ world-class obstacles, ranging from mud pits to ice baths to electric shocks.
Behind the epic challenges and grueling courses, Tough Mudder is a shared social experience that encourages camaraderie and teamwork. Teams formed by friends, old and new, work to conquer personal challenges and exceed their own limits together. The We Are Tough Mudder platform taps into the simple truth that millions of Tough Mudder participants have discovered on site – our most difficult obstacles are best overcome together.
“The We Are Tough Mudder platform is a true reflection of our brand and ethos,” said Jerome Hiquet, CMO of Tough Mudder. “It’s not the challenge that defines us, but the camaraderie bringing us together to complete the course. The helping hand, the lift over a high wall and the constant support of teammates and strangers alike. We’re excited for this campaign to introduce the Tough Mudder experience to those committing to run their first event.”
Creative Agency of Record
New York City
Strategy, Concept, Creative, Production