BRITAX
Britax has a reputation as the safest child car seats in the business, because they are. They have higher testing standards than are even required by law. But for some reason, all the marketing in the child car seat category has become about how many cupholders they have, how many different colors they come in, etc. No one wants to talk about why you get one in the first place…to protect that little bundle of joy you’ve just brought into the world. So that’s what we decided to get back to. When you have the safest product in a category that’s all about safety, why wouldn’t you talk about it?
RIPPLE
Ripple is a plant-based milk made from yellow peas. It has a lot going for it. It’s naturally high in protein, unlike most other plant-based milks. And yellow peas are better for the environment, requiring 100 times less water to grow than their almond counterpart. The sustainable, protein-rich yellow pea was the only thing that made Ripple unique in the category. Yet, nobody even knew there was a milk made from peas and the client didn’t want to talk about it. We convinced them otherwise. We found a creative, memorable way to say this is pea milk, and break through the clutter to make people notice us.
HUSQVARNA AUTOMOWER
Robotic mowers are huge in Europe, and Husqvarna is the clear leader. They should be…they invented the category. But they haven’t quite taken off here in the states. People aren’t entirely sure how they work. They keep your grass the same length 24/7, they’re quiet, they need no gas, and require absolutely zero work on your part. All those things make Automower the greatest mower of all time. So we decided to tell people about the G.O.A.T. of all lawn mowers by using—you guessed it—goats. Who better to grab your attention and explain the ins and outs of this curious little lawn-mowing gadget?
SILK SOYMILK
When they started, Silk was the leader in soymilk. Over the years, soymilk started getting some bad press, and consumers started moving to other plant-based milks. Now their biggest seller is almond milk. Silk wanted to put out some long-form content that showed how ridiculous some of the negative claims against soymilk had been over the years, ideally making it fun & shareable. So we created a fake news expose around the alleged pitfalls of soymilk, basically blaming soymilk for just about anything bad that’s happened in the world. And we peppered it with actual science to put those negative soymilk rumors to rest. We completed the campaign with social media posters that led people to our “SOYMISUNDERSTOOD” website to find out the real truth about soymilk.
HUSQVARNA CONSUMER
Husqvarna came to us to help them convince consumers that their pro-grade tools were a cut above the competition’s. So we came up with a line that would leverage the “H” logo they had prominently emblazoned on all of their products. If you want a perfectly manicured yard, bringing your “A” game isn’t good enough anymore. You have to Bring Your “H” Game.
HUNT’S RICK BAYLESS
Hunt’s Tomatoes brought in world-famous chef Rick Bayless to inject a little flavor into their brand with some proprietary recipes. Initially, they produced one recipe video with Rick’s TV crew, but were very unhappy with the results. While Bayless was brought in to inject flavor into the brand, TBD was brought in to inject life into the recipe videos. We shot 5 recipes in just 3 frantic hours, and then brought them to life with some very tasty results.
MANWICH
Manwich has always responded well to advertising. The reason is pretty simple. People LOVE Manwich. They just don’t think about it. It’s never quite made it on to the weekly family meals list like pizza and spaghetti and tacos. So they wanted an idea that would not only boost the brand when they had work in market, but also live beyond the media buy to find a home on every family’s weekly grocery list. The solution: Manwich Mondays. Challenged with a shoestring budget, we produced a package of 8 TV/online videos for the price it normally costs to produce just one. Nothing sloppy about that.
B•O•B STROLLERS
Britax makes B•O•B strollers, the leading jogging stroller on the market. They were about to come out with a new model that had an exciting, innovative design that was more trail-worthy than any on the market. And they wanted to tease it on social media. They didn’t have any money to produce them and all they had to use was one photograph of the stroller and their logo. No problem. We always like a challenge, so we brought them to life with music, titles, and some simple animation.
HUNT’S DINNER SAUCES
Hunt’s had a new product they wanted to talk about, but not a lot of money to say anything. Sound familiar? So we devised some creative to give them the most bang for their buck to promote this tasty little one-pan-meal-making product. All you needed was some chicken and a jar of this Hunt’s Dinner Sauce, and you had a meal in no time.
We shot with a great tabletop director for one day, then wrote a bunch of fun, playful scripts that spoke to how easy it was to seem like you actually knew what you were doing in the kitchen thanks to this product. Beautiful, tasty food footage with a clever, memorable voiceover…works every time.
BOSTON MARKET FROZEN MEALS
Given the current high protein - low carb trends, Boston Market thought it was the right time to talk about their frozen entrees. And the brief? MEAT. The president of the company basically told us he wanted Boston Market to stand for “meat” in the frozen aisle. So that’s what we did. If it’s meat you’re looking for, you’ve come to the right place when you pick up a Boston Market frozen entrée.
HUSQVARNA PROFESSIONAL
Our client ran some OLV on social and a lot of print in trade publications. Most of it, like their competitors’, was very feature-heavy and had zero personality. Nothing wrong with talking about features. But we convinced them to do it with some memorable executions that spoke our target’s language in a way that showed we understood them. Whether we were selling chainsaws to arborists, lawn care equipment to landscapers, or a loyalty program to tree care companies, we did it with work that broke through the boring clutter of work our customers were normally subjected to.
Landscapers
You PAM Do It
The client’s retainer agency had produced a campaign of spots that they were so disappointed in that they weren’t going to run them. They came to us and asked if there was anything we could do to inject some life into them. The agency had produced them in-house and used an employee voiceover to save money. Unfortunately, they came out looking even cheaper than they were. There was a nice idea behind them, though, encouraging people to do amazing things in the kitchen with the help of PAM cooking spray. So we tweaked the copy a bit, got a proper voiceover and re-shot them with our own “in-house director” to make the spots what they always should have been. And made a client very happy in the process.
PAM CHRISTMAS
In a year when the PAM brand team was financially challenged, they decided to air their current work for one additional year for efficiency reasons. We convinced them that producing a charming, memorable holiday spot based on the brand’s “superior non-stick” equity would not only give the brand the shot in the arm it needed to win during a very important season for them, but also give them a piece of work that would be evergreen for years to come no matter which direction the brand went in strategically or creatively. And all for a production price that was the best Christmas present of all.
BRITAX One4Life
One of the most annoying—and most expensive—parts of being a parent is having to go out and buy a new car seat every time your kid outgrows their old one. So Britax came up with an ingenious new product to solve that problem…the One4Life. Thanks to some removable padding, a rotating base and an extendable headrest, you could fit your 10-year-old into the same car seat you brought them home from the hospital in. A car seat you never outgrow…amazing.
ILLINOIS ANTI-WEED
We were approached by a special interest group to come up with some creative to help them combat the legalization of marijuana in Illinois. Given the fact that legalizing it would generate so much money—and banning it would generate zero money—they had quite an uphill battle. But we designed a logo for them and created some content to help them at least get people to think twice about passing the bill. Needless to say, this work didn’t win an Effie…the bill passed.
