“We Are All Made of Stars” is the second film to come out of the creative strategy Chaco devised to transform S’well: from a beautiful product into a formidable brand.
For more on this work and the strategy behind it, click here.
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.
OBJECTIVE raise awareness of S’well in the face of growing competition from copycats.
CHALLENGE client needed a film on air in less than two months, but having no brand strategy, didn’t know what it should say, how to say it nor whom to say it to.
SOLUTION first, we dissected S’well’s history to understand the basic drivers behind the brand’s expansion from zero to a 20,000 stores presence in just 5 years. From this exercise we identified Desire as the crucial growth-fueling emotion and enshrined it in the Brand DNA. We then studied the semiotics of this emotion: how Desire is elicited and perpetuated in personal relationships as well as between brands -especially luxury brands- and people.
This is how Magic became the strategic direction, giving birth to a body of work including the film below.
But great content needs great distribution: so Chaco planned, negotiated and purchased the media on behalf of S’well, running the film on Popsugar.com and supporting it with native, branded content throughout the publication.
RESULTS awareness grew by over 1,000% (source: Nielsen’s Vizu), Completion and Click Through Rates over 50% above benchmarks (source: Google’s DCP), achieved over 10M impressions (source: Popsugar.com). If strategy without execution is just a dream, execution without strategy can only be a nightmare.