Create ideas using: Extreme Challenge
Why push a product to its limits instead of showing normal use?
Because extreme conditions are where truth comes out. A product surviving a normal day doesn't prove anything—everyone survives a normal day. But a product working when pushed to the edge, when conditions are brutal, when failure is likely—that proves something real. Extreme challenges are also inherently interesting. Watching someone attempt something difficult is compelling. When your product survives the extreme, it becomes proof of quality way more powerful than claims.
What makes an extreme challenge credible instead of fake?
It has to be genuinely dangerous or difficult. It has to be possible the product fails. Independent observers help. Real stakes matter. A product that passes an extreme challenge that's obviously rigged is worse than no challenge. An honest extreme challenge where you're risking failure is proof of confidence. The more genuine the difficulty, the more credible the success.
Example: How it could look
A durability brand (tools, gear, etc.) could push a product to documented extremes: drop it repeatedly from heights, run a vehicle part through thousands of cycles, expose materials to temperature extremes. Document it with measurement and clear results. If the product survives when failure was possible, that's proof. The extreme challenge becomes the campaign because it shows what the product can actually do.
Or like this:
Why is Extreme Challenge a great technique?
Extreme-challenge campaigns work because they prove quality under impossible conditions—passing an extreme test is undeniable proof of excellence.
Proves quality when failure is possible
Creates proof more powerful than claims
Demonstrates confidence in the product
Generates compelling, shareable proof
The strongest extreme challenges aren't rigged. When a product passes a test that could have failed, that success is proof people can believe in without doubt.
! When not to use the Extreme Challenge Technique
When the challenge is obviously rigged or when the product actually fails and you hide the results. Also skip it if the conditions are so extreme they don't relate to real use—a product that survives being dropped from a plane is interesting, but only if normal customers ever drop products from planes.