Brands of clothing, jewelry, handbags, accessories, eyewear, shoes, etc.
Under Armour, one of Michael Phelps' biggest sponsors, was locked out from using the limelight of the worlds biggest competition in August, 2016. Cutting through sponsorship noise, it used Phelps to bring to life the brands hardcore ethos - greatness is the product of sacrifice. By showcasing Phelps' grueling regimen and launching it months before the official sponsors, it sparked a very different kind of campaign. The campaign was among the most liked, lauded, shared and talked about campaign among sponsors and non-sponsors, significantly driving consideration and ultimately sales.
- Brand: Under Armour
- Client: Under Armour
- Agency: Droga5
Converse. The Chuck Taylor All Star II Launch.
The Chuck Taylor All Star is an icon: a 98-year old beacon of creative culture. In birthing its follow up, the Chuck II, the pressure was on from all sides. Consumers repeatedly told us not to f**k up the Chuck, the business demanded innovation for growth and customers clamored for a new sales story. By taking inspiration from movie sequel launches teasing the II with an iconic PR-driven reveal we debuted Chuck II with high-impact messaging that drove comprehension of the comfort benefit, fueled incredible demand, avoided backlash and sold out on Converse.com in 1 week.
- Brand: Converse
- Client: Converse
- Agency: Anomaly
Lane Bryant had lost relevance with its consumer segment. As more fashionable competitors entered the category, Lane Bryant needed to find a way to get on the radar of the plus size woman. By championing the plus size woman, not as society saw her, but as she saw herself beautiful, sexy, unapologetic we ignited a conversation to redefine sexy and reclaim brand leadership. The impact of #ImNoAngel was tremendous: 15.3 billion media impressions, 58% increase in unaided brand awareness and 20% increase in new customers.
- Brand: Lane Bryant
- Client: Lane Bryant
- Agency: Laird+Partners