In the fall of 06, Polaris was struggling. Not just with their sales, but with general apathy from the ATV community.

We decided there wasn't a better way to get the guys talking than a good old fashioned fight in the school yard.

Awarded One Show Interactive, D&AD, Webbys, Effie.



Wild postings.


Print Ad.


Robust microsite where you could keep track of developments in real time.


Declare-A-Duel. A viral section of the website that allowed users to get involved in the scuffle and challenge anyone for anything.