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The Duel

Award: Wood Pencil

Wood Pencil / Integrated / Integrated / 2007

For over 50 years Polaris has claimed to build the world's toughest ATVs. But their competitors were trying to claim the same thing. And outspending Polaris 20 to one. So Tom Tiller, the CEO of Polaris, did what any self-respecting leader of a company should do: he picked a fight. Tiller challenged his CEO rivals to compete in 'The Duel': a series of ATV riding competitions to decide, once and for all, who builds the world's toughest ATVs. In the two short weeks of campaign, 'The Duel' garnered over ten million PR impressions, sparked debate, stirred up controversy and captured the attention of an entire industry.

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