CRUA
The Truth Behind PETs (Performance-Enhancing Tents)
CRUA Outdoors developed a line of insulating tent inserts and hammock wrap that mitigate light, temperature, and sound. The Culla transforms any camping experience for the better. Made to keep you cozy in the outdoors, it is designed to give you the best night's sleep, outside.
Relationship: August 2023 - February 2024
Services: Creative, Production, PR
Challenge
With the Culla from CRUA being hidden by design, we needed to be creative in not only capturing and highlighting the product features, but educating consumers on the benefits it could provide their camping experience. The ask was simple: Be bold.
Solution
To achieve this, we combined the best of sports entertainment with the best of our target audience: dads. For the men who move tents, not mountains, "The Truth Behind PETs (Performance-Enhancing Tents)" was born. This mockumentary set out to uncover camping's best kept secret (the Culla) and the subversive league of dads who were cheating at the outdoors (sleeping well).
