PUTTING THE ‘EXTREME’ IN EXTREME PROTECTIONCase Study


INSIGHT

As part of its extension into the consumer goods market, protective fiber innovator DuPont™ Kevlar® entered into a two-year partnership with Nitro Circus, the world’s top action sports entertainment company.

OneMagnify was tapped to support the partnership with dynamic creative that would amplify the two brands’ shared vision for enabling athletes to “defy limits and push boundaries.”

SOLUTION

Using the tagline, “It’s not just a material, it’s a mindset,” as our framework, we produced a launch video that highlighted the Kevlar®/ Nitro Circus partnership for use on the Kevlar® Dare Bigger™ website.

We also developed 30-second TV spots, focused on Kevlar® in sports applications, that air globally on NBC during Nitro Circus events.

Another video followed Nitro Circus founder Travis Pastrana as he visited the DuPont Spruance Plant in Richmond, Virginia, to witness the R&D that goes into Kevlar® fiber—the ballistics, thermal and cut-resistance testing that makes sure DuPont delivers the ultimate protection.

To support the Kevlar® presence at the Nitro World Games in Salt Lake City, we designed an activation space and giveaways, and developed a geo-targeted Kevlar® Snapchat filter for use during the event.

IMPACTResults


Increased consumer awareness of the Kevlar® brand.

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