Innovative Marketing Campaigns

PIPERLIME

The Piperlime "Let's Get Dressed" campaign pushed against the sloppy sweats and PJ bottoms fashion trend with a call for 20-something urban-dwelling women to dress well and get exactly what they dress for.

The campaign included OOH, print, taxi TV, and social media.

Facebook likes increased by 934%, with a 479% increase in the number of comments within a week.

Unaided brand awareness increased 10 points to 21% several months after launch.

Largest sales day in the company's three-year history within a month of launch.

LOGAN'S ROADHOUSE

The new tagline, "The Right Way to Roadhouse," differentiated Logan's from competitors like Texas Roadhouse and set the stage for the brand relaunch of this 250-restaurant chain in 23 states in the South and Midwest. The work included new brand identity, visual language, brand voice and tone, menu design, radio, pre-roll video, digital and social. Working with an integrated agency team and Logan's other partners, including their PR agency, architecture firm, web dev agency, and internal culture agency, we created a unified brand experience across all touchpoints.

The marketing campaign contributed to achieving a positive 12-month sales and traffic trend, and Logan's surpassed casual dining competitor sales in key media markets. Supported by radio, social, and digital, the Slow and Smoked menu platform resulted in the most successful menu launch in the brand's 25-year history.

COLUMBIA SPORTSWEAR

NIKE BATTLEGROUNDS

Battlegrounds was a marketing initiative designed to take the Nike brand back to its urban street roots. Nike had been getting increasingly less accessible to the urban street players that initially embraced the brand because of the many rich associations with NBA stars. The idea was to establish more street-cred by creating a multi-city, one-on-one tournament featuring local street players in "cage" showdowns. The culmination was the crowning of the Battlegrounds King at New York's legendary street court, Rucker Park.

We developed a street-inspired, gritty illustration style for the work with a limited color palette. This unique visual language was used on wild postings OOH and the design of trucks that dropped Nike basketballs inscribed with Sharpie invitations in urban courts. We followed up the program with the design of the documentary DVD packaging.

NIKE HOUSE OF HOOPS

House of Hoops was a concept for the creation of a Nike-branded basketball destination in over 1,500 Foot Locker stores internationally for both footwear and apparel. Partnering with Nike Design on strategy, ideation, and working with c-suite executives at the Venator Group, NY, we designed, specified, managed, and produced this 4+ year, $7mm comprehensive initiative.

A two and three-dimensional program that retrofitted to four different store formats, the House of Hoops was made up of permanent branding elements, modular large format territory graphics and headers that could be refreshed seasonally, shoe fixtures and displays, and limited edition medallions that were hung on shoes at point of sale as a guerilla marketing tactic, meant to be stolen from stores. A testament to the success of the program is that it is ongoing today with its own footwear collection.

CANNONDALE BICYCLES

Cannondale Bicycles was under new leadership with former U.S. Olympic Committee CMO Matt Mannelly. First, we established their new global brand image based on the platform, "Independent Spirit," through the development of visual language and brand guidelines. Advertising and launch materials for new products followed. The strategic and creative process included product image development, naming, marketing consultation, point-of-sale, dealer and consumer collateral and initiatives, as well as consultation on evolving the corporate culture.

The Six13 campaign was based on the fact the elite road bike was deemed too light to race in the Tour de France, which inspired the campaign's headline and battle cry, "Legalize my Cannondale," on subsequent print placements in 23 publications globally.

We launched the Prophet mountain bike leveraging international pro racer Cedric Gracia with a campaign based on the bike's unique name.

"It’s always a home-run when Neal delivers work. The creative we receive consistently exceeds our expectations.”

- Matt Mannelly, CEO Cannondale Bicycles