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The Canadian Cancer Society wanted to reach out to a younger target with a brand new women’s-only mud run. With summer quickly approaching, there was no time to muck around. We needed a name, a look and an attitude that would stand out among all the other novelty runs out there (how do you compete with zombie runs?!)
Not only did we need to catch the eye of a younger target, we needed to inspire participants to fundraise for cancer research and leave them feeling empowered. So we created Mudmoiselle. It was sassy. It was fierce. And it combined sophistication with a carefree attitude, which we captured in a cheeky photo shoot with a few beautiful women… covered head-to-toe in mud.
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