Chip's Not Dead Yet
Chip Wilson's latest project is all about loving life, having a great time and giving back to the community. Cowie and Fox infused their own unique twist to this event which is on track to set a world record for the largest number of participants for a one mile race.
To position the Chip's not Dead Yet charity run as the largest and most enjoyable one mile race in the world.
We branded the event the "Chip's not Dead Yet Memorial Mile", playing up on his love of life and his ability to live it to the fullest. To ensure press coverage leading up to the race, we staged Chip's death, and had him delivered in a casket in the back of a vintage hearse. Upon arriving on the scene he jumped out of the coffin, full of life and most certainly not dead.
It was imperative that the look and feel of the brand had to represent the excitement of the event itself. Imaginative imagery, bright colors and a bold logo all helped to solidify this as THE charity event of the summer.
Touch points included an animated television spot, billboards, banners, flyers, transit, magazine and newspaper advertising, electronic direct mail, as well as an interactive event website that collected racer's contact information and enabled them to register online.
In its first year, the Chip's Not Dead Yet race attracted over 2,500 entrants making it the largest one mile race in the world, far exceeding the initial goal of 1000 participants. The costumes and the party at the top of the mile long hill made it an exciting event for spectators and contestants alike, and the event raised $150,000 (net) that went directly to the BC Children's Hospital.