Objective
Promote Gerber's Bear Grylls knife
Target
'Outdoorsy' men and woman (Ages 20-35)
Insight
Grownups will be children in the wild.
Strategy
Promote the knife and an "Ask Me Anything" with Bear Grylls on Reddit.com, through print and outdoor.
Platform
Survive the story.
Print
Bear Grylls on Reddit
