PROJECT DATE: 2022
THE PROJECT:
With a goal of increasing brand awareness for The BOSS! Cookie and newly launched The BOSS! Immunity Bar for the Lenny & Larry’s Brand, Konnect launched the Ultimate BOSS! Challenge.
The brand teamed up with athletic-based TV personality and stuntwoman Jessie Graff as its host, alongside newcomers and viral YouTube sensations, Britt Hertz (642K subscribers) and Austen Alexander (1.04M subscribers) as team coaches. The challenge culminated in person with a larger-than-life obstacle course and in celebration of The BOSS! Immunity Bar.
Both Britt and Austen spent weeks training with their individual teams recruited from their YouTube audience to prepare for the big challenge day – where the brand created the ultimate mud-run style obstacle course, located in Castaic, Calif.
The full course was branded by Lenny & Larry’s, complete with a mud crawl, cargo wall and tire flip. The obstacle course was designed to ensure it required the ultimate strength, speed and stamina from its competitors. Each participant was flown to the challenge location to compete with their team, working as one, fueled by Lenny & Larry’s The BOSS! Cookie and BOSS! Immunity Bar. During the event, camera crews followed each team through the entire course, spanning nearly three miles, capturing footage and cheering on the group.
