In the fall of 2006, Polaris was facing a problem that went beyond declining sales. The ATV category had become stagnant, and the community had little reason to talk about the brand.
So we gave them one.
We created a campaign built around a good old-fashioned schoolyard fight—pitting Polaris against its competitors and giving riders something worth arguing about.
The work turned a quiet category into a conversation and gave Polaris a sharper, more provocative voice.
Recognition: One Show Interactive · D&AD · Webby Awards · Effie Awards
Declare-A-Duel. A viral section of the website that allowed users to get involved in the scuffle and challenge anyone for anything.
