We were tasked (with V&S) to convince guys that Axe is the expert in the fight against dandruff.
Creative brief based on the insight that guys fear they can’t get girls if they have flakes.
"Lose the flakes, get the girls" campaign.
Motorola wanted to create cultural momentum for the brand at a time (2011) when Apple was the undisputed smartphone leader. Everyone else was fighting for #2. How could we position Motorola as a potential leading challenger (with Anomaly)?
Analysis of influencer blogs revealed that a heated debate was starting about “Open” versus “Closed” systems. Mainstream consumers weren’t aware of this conversation nor did they know why they should care. Motorola could bring the topic to mainstream attention and take an emotional stand on the 'good' side in an ‘evil’ (closed) technology landscape.
"Empower the People" 2011 Super Bowl commercial.
We were tasked (with Strawberry Frog Amsterdam) to create renewed momentum for a brand that was made famous by Quentin Tarantino’s Kill Bill.
International qualitative consumer research in 5 countries informed a new brand positioning for Onitsuka Tiger (moving away from stereotypical silly Japanese references, instead embracing pride in Japanese craft and style) and a new global segmentation mode driving product development and retail strategy.
The resulting “Made of Japan” campaign won many awards, including:
- 2007 Cannes Cyber Lion
- 2008 Cannes Silver Cyber Lion
- 2008 Cannes Titanium Lion finalist
- 2008 Dutch Design Awards,
Winner Brand and Strategy
- 2009 ADCN silver Integrated award
Our challenge was to revive this iconic brand and make it more relevant for a younger audience, without turning off the core fans (with V&S).
Our crowd engagement with the V&S community revealed a powerful insight: “No Cages” is a phrase born from motorcycle culture, meaning “anti-car.” This lead to the strategy to make “No Cages” an inspiring philosophy on life for all people who want to live free, and give people the tools to do so.
As a result of the “No Cages” campaign Harley-Davidson bike sales rose for the first time in nearly five years and shares went up 9%.