Nike seeks extreme reaction from tricked-out truck

08/5/2008 | Adweek

For its first job for the Nike 6.0 Extreme Sports Group, Hub Strategy rigged a 1959 amphibious truck with a skate ramp, surf racks, skateboard rails, BMX racks and a barbecue grill, for use at the Mountain Dew Action Sports Tour and other events. The vehicle was one of 20 ideas submitted to the shop in response to Nike's "Holy Crap!" brief, which sought projects that would inspire people to reach for their camera phones and circulate viral clips, according to this article.

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