it's ok to suck
My Roles: Concept / Art Direction / Copy
Copywriting Partner: Alexandra Mundlak
Everyone is afraid to try anything difficult, scary, or outside their comfort zone. We don't want to fail or, worse, suck.
With Camelbak's famous bite valve, it’s ok to suck. In fact, it's great. Failing is the first step to being awesome, so get out there and be bad at something.
CAMELBAK + Appalachian trail
Every year, 3 million people visit the Appalachian Trail, but only a select few dare to hike it all the way through. It’s a massive undertaking, and the full 2,190 mile trek takes 5 to 7 months to complete. Of all the incredible athletes who leave the trailhead in Georgia, only one in four summits Mount Katahdin in Maine. 

We’re here to celebrate the other three. They faced their fears, embraced something new, and dared to start.

At Camelbak, we believe sucking is the first step to succeeding. So, in honor of our new and improved bite valve that allows for 25% more flow per sip, we’re launching a free shuttle service for registered AT thru-hikers who complete 25% of the trail. Anyone who crosses the Virginia state line is eligible for a free ride back to the trailhead. 
CAMELBAK + Badwater Ultramarathon
We’ll give out swag to losing teams, last place finishers, and other people who have the courage to do something awesome, even if they don’t win.
No one loves a crowded subway, but what if we make it suck? We’ll turn a lucky train into a Camelbak cornucopia, complete with a refill and cleaning station, freebies, and flyers for new things to suck at.
Our social channels will take a snarkier tone to highlight how we all make excuses for... well… sucking.
CW: Alexandra Mundlak & Ben Estus
AD: Ben Estus

Created at Denver Ad School
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