CHAMPION

By revitalizing a timeless truth about the brand, we ignited the will to win in everyone.

PUSH 22 Champion Case Study Image

For the Champion brand to extend its winning heritage in spark plugs to new product lines including filters, wiper blades, lights and batteries, it needed a PUSH. By amplifying the truth and soul of the brand, we imbued the new product range with a purpose that only this storied brand could own. This was brought to life with an unrelenting campaign theme: There’s a Champion in here.

PUSH 22 Pep Boys Case Study ImagePUSH 22 Pep Boys Case Study Image
PUSH 22 Champion Case Study Image
PUSH 22 Pep Boys Case Study ImagePUSH 22 Pep Boys Case Study Image

We signaled this pivotal moment for the brand by evolving its identity. We were faithful to the brand’s iconic red and black graphics and ensured they retained their prominence. At the same time, we introduced subtle, complementary colors and typography that enabled product lines to stand apart. This was further enhanced with hand-drawn illustrations by renowned hot rod artist Chris Cooper or “Coop.” We engaged him to create timeless artwork for each of the new products.

PUSH 22 Champion Case Study Image
PUSH 22 Pep Boys Case Study Image
PUSH 22 Pep Boys Case Study ImagePUSH 22 Pep Boys Case Study ImagePUSH 22 Pep Boys Case Study Image
PUSH 22 Pep Boys Case Study Image

For more than 100 years, Champion spark plugs have powered wins in nearly all forms of motorsports. For the launch of the new product line, we helped the brand put the full range of parts to the test in a race that demanded total performance. From wipers, to lights, to filters, to spark plugs and even the battery, Formula Drift Champion Chris Forsberg put the new product line through its paces with the Racing4Detroit rally car in the Americas Rallycross Series Championship.

PUSH 22 Champion Case Study Image
PUSH 22 Pep Boys Case Study ImagePUSH 22 Pep Boys Case Study Image
PUSH 22 Pep Boys Case Study Image
PUSH 22 Pep Boys Case Study ImagePUSH 22 Pep Boys Case Study Image
PUSH 22 Results Image

Since 1907, Champion has been a results-driven brand. With the right PUSH, we helped them extend their winning reputation with everything including neo-vintage package designs, anthemic content and unbeatable brand behaviors. Now more than ever, Champion ignites the will to win in everyone and every machine the brand supports.

805K TOTAL SITE VISITS
550K UNIQUE VISITORS
90.4M IMPRESSIONS
3.1M VIDEO VIEWS
48% VIDEO COMPLETION RATE

PUSH 22 Awards Image

GOLD: ADDY AWARD FROM THE AMERICAN ADVERTISING FEDERATION

SILVER: GRAPHIS DESIGN COMPETITION

BRONZE: ANDY AWARD FROM THE ADVERTISING CLUB OF NEW YORK

PUSH 22 More Work Image
PUSH 22 More Work Image