The rebranding campaign included 8 web films, 2 sumo wrestlers weighing a combined 1100 lbs, a chopper, 72 snakes, 11 snake bites, a husky puppy, a razor-sharp spike tunnel, an Austrian strongman, 7 gallons of lube, a 7-foot anchor, 12 carb-obsessed bodybuilders, countless posters, internal comms, custom notebooks, and a massive Peterbilt truck doing tough jobs across the country...
