COLLATERAL DESIGN / NON-TRADITIONAL ADVERTISING
TRUTH: As long as there are skateboards, there will be scrapes, bumps and broken limbs. Groundchucked was a program for kids to turn their wounds into new gear. By submitting a shot of their latest carnage, they would be provided with coupons for schwag from participating industry sponsors. Not only would riders benefit, but the "giveaways" would be going directly to their target audience and drive traffic to local skate shops to pick up their schwag (stamped with the GC seal of approval-- posers need not apply).