hugo

   Rio  /  São Paulo  /  Dubai  /  Sydney

For centuries, soldiers around the world have worn camouflage to hide from the enemy, and to most people, it's a symbol of war and hostility. On its 75th Anniversary, the Lebanese Army introduced ‘PeaceCamo’: a new camouflage pattern inspired by REAL-LIFE moments of people and army solidarity.
PeaceCamo repurposed the camouflage’s objective, turning a symbol of war into an icon of peace.

The desert is not for beginners. The first rule of off-road driving is to go in a convoy. However, a lot of inexperienced drivers go by themselves, thinking that all they need is a 4x4 car. A lot of them end up getting stuck in the desert.
So we created The Unstuck Poster, made of a special type of rubber, with a unique traction pattern. It also includes a radio transmitter that can send an emergency call, if it’s necessary.

Under Armour is recognised by its logo alone, except in the Middle East. And with a new flagship store opening at the Dubai Mall in the UAE, this had to change. So we launched the #BodyLogoChallenge.
A TikTok challenge that invited people to mimic the Under Armour logo using their own bodies. Users took the contest to a whole new level by improvising the most creative - and at times, borderline impossible - postures and gestures to recreate the logo.