30 July 2025
The Idea
In the run-up to GWM’s sponsorship of the 2025 City to Surf fun run, Thinkerbell and GWM Australia launched one of the boldest brand activations yet: the world's first Plugin Hybrid Electric Pants (PHEP). These custom-engineered athletic trousers leveraged GWM’s VehicletoLoad (V2L) technology, typically used to power household appliances to electrify the human body. By embedding Electro Muscle Stimulation (EMS) tech, the PHEP provided runners with muscle-priming bursts of energy right when fatigue struck, metaphorically mirroring the performance boost of GWM’s hybrid drivetrains. This playful yet powerful concept transformed wearable gear into a creative extension of automotive innovation.
Solution
W Sports & Media played an instrumental role in bringing this visionary idea to life. They facilitated the key partnership between GWM Australia, creative agency Thinkerbell, and elite decathlete Cedric Dubler, ensuring the campaign had both credibility and energy. W Sports & Media recognized Dubler's athletic mastery and public authenticity, positioning him as the ideal ambassador and on-the-ground test subject. On race day, Dubler wore the prototype PHEP, turning the iconic Sydney fun run into a spectacle of human-powered innovation powered by automotive energy.
Outcome
The PHEP activation truly flipped the City to Surf experience on its head. As Cedric traversed the course, the EMS tech delivered timed impulses to fatigued muscle groups like receiving an “electric nudge” allowing him to push further and embody GWM’s engineering at a visceral level. Media and industry commentary embraced the stunt: Steve Maciver of GWM described it as "a surprising, lighthearted way" to showcase what the V2L feature could do, while Thinkerbell’s creative lead Tom Wenborn quipped that it illustrated how hybrid energy can extend from vehicles to performance and to humans, "if you don't mind plugging your shorts into your car."