FanBods

Fountain Tire, an auto service and tire retailer, headquartered in Edmonton, Alberta, sponsored their hometown NHL hockey team, the Edmonton Oilers. But we were competing for the attention of fans against much bigger sponsors, who were outspending us 60:1.  Although not the biggest spender, Fountain Tire, as the hometown brand, was the biggest Oilers fan. So we did something no big brand would ever do: we donated our bodies to the fans.
 
Introducing Fountain Tire Fanbods, the first ever human type face made for fans, by fans. Just like die hard fans at games in full body paint, real Fountain Tire employees—ranging from senior leadership to tire techs—were painted as every letter of the alphabet. Using a mobile interface, fans created customized cheers with the Fanbods and sent them to the Oilers via Twitter, Facebook and Instagram.