Relaunching a Cultural Icon

This campaign,The Shred’s Not Dead, is all about celebrating the rebelliousness and rule-breaking attitude inherent in skateboarding and the Tony Hawk's Pro Skater video game. The reality is that this game’s fanbase has grown up. Instead of tagging graffiti, they tag coworkers on LinkedIn posts.

The truth is that in the years since the initial release of the games, society has become more responsible, more sterile, and lost its sense of rebellion. The launch film is a parody of the classic charity PSA format where older skaters who are now Millennial moms and corporate middle managers are seen longing for the good old days when they used to skate.

The campaign comes to life in several ways including an out-of-home campaign that is packed full of attitude and spirit. As No Problem Co-Founder Dan Gearing shared: “This game has always been a blueprint for youth culture and rebellion. It taught us to wear baggy jeans and listen to punk music, to jump off giant staircases and give the finger to the establishment."