OBJECTIVE identify the creative strategy, name and visual expression to be used in everything from in-store displays, packaging, social media and traditional advertising.
CHALLENGE how to succeed sponsoring a sport where your brands lack the relevance of Nike and the history of Coke?
INSIGHT in the US, soccer is still a poorly understood game. Although it #1 by number of players, 70% of them drop out of the sport by age 12. Being passionate about soccer is like being in love with the wrong girl in school: fans often have to justify themselves, wishing others only knew how awesome she really is.
SOLUTION we created Pass The Love, asking each fan to turn one friend into a fan and thus help the Beautiful Game grow in the US.
Pass the Love took off: after appearing on packs of Oreos and Ritz the fans and players adopted it, becoming the rallying cry posted in the team’s World Cup’s lockers and a top trend on Twitter.
The 2015 women’s final became one of the most watched games in US history, exceeding the 2014 NBA Finals and World Series.
The ladies won, and #PassTheLove confetti rained down on them as they paraded down the Canyon of Heroes in downtown NY. Goal!
An environmental start-up wanted to become the go-to brand for sustainability in the Spanish speaking world. This is how we helped.
OBJECTIVE identify the most promising positioning and design the brand identity.
CHALLENGE an improvised brand, tiny budgets, a crowded market.
INSIGHT the environmentally passionate were already onboard. To acquire scale, Sustentator had to recruit the 99% who were turning a deaf ear to the depressing news of melting ice caps and climate change.
SOLUTION first we re-positioned Sustentator as the Pragmatic Optimistic: when speaking of commuting by bike for example, we went from talking carbon footprint to calories lost and money saved instead.
Then we designed the brand identity, with a clear brand architecture: the Sustentator master brand on top, supported by distinct B2B and B2C business units, each with its own branding and online presence.
Today Sustentator holds annual conferences, provides solar energy solutions to an ever-growing number of farms and houses and LifeGuard stations along Argentina’s coast.
Facebook fans jumped from 5,000 to over two million and counting.