Iron Age Work Boots

Skills: Conceptual // Inspirational // Execution // Producing

Role: Creative Direction // Art Direction // Producer

CHALLENGE: Develop an attention-grabbing activation for the World of Concrete 2020 trade show, that encouraged repeat visitors and competition between attendees.

SOLUTION: We focused on bringing Iron Ages’ brand ethos “Old School Tough” to life with an old school challenge. Introducing Rebar Arm Wrestling, a length of rebar, connected to a peak load scale, built into an arm wrestling table. Guests arm wrestle the rebar showing how many pounds per square inch of force they put against it. Competitions ensued and the daily leader received a free pair of work boots.

Agency: Switch

Team: ECD: John Fowler, 3D Renders: Mike Armstrong, Technical Director: Peter Banholzer, Producer: Bob Slayton