Extreme uses snowed under London as ad space

Sports channel Extreme was using the UK's 'extreme' weather conditions to its advantage yesterday using the snow to deliver several brand messages.  

Media solutions agency Curb delivered this extremely quick-hit ‘snow tagging’ campaign for the sports channel in the London snow.

Curb, which delivers branding and advertising solutions using only natural materials, had produced over 2000 stamps in approximately 350 locations including parked cars, post boxes, walls and even Oxford Street itself was branded with the Extreme logo.

This was achieved by stamping the Extreme logo into a suitable snowy surface using a laser cut stencil. The stamp, which was developed for Extreme should it snow this winter, leaves a crystal clear outline of the logo.

Al Gosling CEO of Extreme Group, said, “Extreme has a long history of both branding innovation and association with alpine adrenaline living, buts its not very often we get to bring these both together onto the streets of London. Curb were able to turn it around in a couple of hours and we were very impressed with what they delivered”

Anthony Ganjou of Curb, added, “We were thrilled for Extreme to give us the go-ahead so quickly as it meant that we had the chance to get out there almost immediately. This has NEVER been done in London before - mainly because it rarely snows - and we wanted to be the first to do it. So our team quickly hit the streets.

"By midday we had covered central London with the Extreme brand and had also turned a lot of heads. The feedback from people we saw in the streets was really positive. They thought it was fun and clever. The Curb team then spent the rest of yesterday sitting in hot baths and drinking hot chocolate in order to warm up again.”