Fury | Rescue Run

RescueRun

Annual adventure race raising money for New Zealand's rescue charities

Adventure racing

DesignBrandingSocial MediaMessagingStrategyEvents

The introduction

The Rescue Run came to us looking to build a brand. A riff on the mud-run adventure race, they were entering a marketplace packed with established names, some trading for over a decade. Fortunately, they had a major point of difference, theirs wasn't a race for pride, it was a race to save lives. Now, how do we do something that important service?

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Fundraising guide for teams

The Challenge

Coming in from the ground level, we were approached with a challenge to take the mudrun format and give it a link to charities without diluting the fun and excitement teams could have competing to become a rescue champion. With a blank slate, the pressure was on to strike a chord with adventure racers willing to go the extra step of raising money, and charities willing to provide support in exchange for fundraising.

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and inspiring stories

for in-house brands

Mobile promotion

The Plan

First, we'd need the brand and message to be clear, unique and exciting. Promotions online and through the charities' channels would begin to fill the field and by engaging people this way, we'd lean towards 'givers' over 'mud-runners'. We'd need all sorts of collateral - branding, marketing, web, physical memorabilia, race artwork, merchandise and vehicle graphics to name but a few!

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Memorabilia for success

A custom font

for unique charity shields

The Delivery

As the registrations came in, the word spread and people engaged with us online, on socials and through the charities. Volunteers flooded the event and teams climbed, swam and puzzled their way to success. Post-event entertainment saw the celebration of victors and celebrity help to formalise the event - paying out enough raised money to save lives.

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