G-SHOCK Mudman

G-SHOCK’s rugged new Mudman GW-9500, the first new iteration of the model in a decade, was soon to be launched; as the brand’s UK PR agency, Canoe was briefed to support the launch with a media and talent moment that would put the timepiece in its intended environment.


Canoe worked closely with the in-house team at G-SHOCK to devise a concept. Through utilising established networks, some of the leading watch, tech, outdoors journalists and key opinion leaders from the wider outdoors community were brought together for a unique in-the-field testing experience.

Located in picturesque forests just inside the M25, the location delivered everything needed to put the new watch through its very muddy paces. With a woodland mission planned focussing around useful Bushcraft skills, it was over to the specialist event team to devise the Run of Show with our support based on the needs of invitees. It centred around escaping the forest, using clues and newly learned skills, and boosted by the tools in their Mudman, which were showcased during an informal demonstration briefing. 

With the day’s activities taken care of, Canoe concentrated on securing the right people for this moment. Even with a date change and industrial action on the train line, Canoe assembled a team willing to get stuck in and, crucially, get muddy in the name of product testing. Plus, it was great to incentivise the effort by gifting every guest a brand new Mudman.


The results 

Canoe achieved comprehensive coverage, from news features and product reviews to event hype online and across individual and media title social platforms.