OH, MARY
Cardio Confidential

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OVERVIEW
Tired of the seeing the same home exercise campaigns again and again, with overly-chiseled, unattainable bodies in spotless living rooms? So were we, and so was Nautilus. Nautilus came to us hoping  to inject new life into the home equipment space--to position Nautilus as a brand that’s more human, approachable, fun, and relatable. We came up with the idea to survey owners of home exercise equipment to reveal what they really do and think about while they exercise. The survey, branded “Cardio Confidential”, exposed the secret thoughts and desires of home exercisers and became the campaign for real, and sometimes scandalous, conversations around working out in the privacy of your own home.
KEY TAKEWAY
The media was delighted. Men’s Health, Elite Daily, Bicycling.com, Ladders, The Colombian, and others jumped into the conversation around home exercise, totaling over 25 million unique views per month. We revealed truths about working out naked, fantasizing about personal trainers, and how many of us work out harder because of current events. In doing so, we drove brand awareness by creating a new, exciting type of discourse in an otherwise lethargic field.
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See the Good

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OVERVIEW
It all started with mold in an applesauce pouch. Although Tree Top wasn’t the culprit, the company understood all pouches would be suspect if something wasn’t done. So Tree Top developed a clear pouch to show  parents and children exactly what was inside. Here’s where we came in.  We developed the campaign “See the Good” to introduce the clear pouch and its ability to let consumers see the goodness and premium quality inside. Then, we took it further and developed a mascot named Seymore Good-- a giant pouch with legs and arms that walked, gave high fives, even danced.
KEY TAKEWAY
The media couldn't get enough of Seymore and his special dance. Seymore and his “Squeeze The Day” tour had hit after hit, appearing online and on TV. Forbes, Simplemost, Plastics Today, Whole Foods Magazine, Food Engineering, Food & Nutrition, Convenience Store News, Today’s Grocer, Red Tricycle, FOX Denver, and others covered Tree Top with glowing enthusiasm, totaling over 18 million unique views per month. The work even won us a Gold Hermes award for online PR placement.
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CHERRiSH Your Health

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OVERVIEW
Being recognized in the competitive beverage market is no easy feat. But we immediately embraced the challenge when CHERRiSH approached us to raise awareness for their line of tart cherry juice beverages. “CHERRiSH Your Health” became the rallying cry for exciting the media around the many health benefits of CHERRiSH tart cherry juice, including improved muscle recovery, decreased inflammation, and higher quality of sleep. Our strategic messaging for the CHERRiSH brand led our media outreach, management of social media platforms, website design, and creation of marketing materials.
KEY TAKEWAY
The media drank it up,  with placements in Livestrong, Active, Triathlete, BevNet, and Food Navigator. The messaging drove conversations about the benefits of tart cherry juice  in Runner’s World, Men’s Health, Woman’s Day, Well + Good, Bustle, Health.com, Oxygen Magazine, and MindBodyGreen. Our work proved that strategic brand positing across traditional and digital media results in increased awareness and sales—even in a highly competitive landscape.
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Quality Runs Deep

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OVERVIEW
In a sea of competitors, how does a seafood company rise to the top? By knowing their brand and what makes it different. Working with Aqua Star, a leading seafood harvester and processor, we helped uncover the brand’s core identity to guide external communications, including a website, packaging, and marketing materials. A deep dive into research revealed that Aqua Star puts more resources behind quality assurance and sustainability than anyone, far beyond what is required by law and industry standards. We captured this competitive advantage with a new tag line: Quality Runs Deep.
KEY TAKEWAY
“Quality Runs Deep” led the development of Aqua Star’s new website, visual identity, and brand. Reaction was so positive that the message has become more than just a tag line. “Quality Runs Deep” is now a core part of how the company views itself and presents itself to the world—it was even on full display at the 2019 Seafood Expo North America.
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Make Your Mark

A new visual identity inspires a global community

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OVERVIEW
How do you introduce a new brand identity in a way that engages a global community? It’s a big, bold challenge that tapped our creativity and fearlessness. Our new logo for the Campaign for Female Education (CAMFED) gave the organization  a new visual identity--and inspired  the entire organization. The “Make Your Mark” campaign had three goals: to officially announce CAMFED’s 25th anniversary celebration, to encourage women in CAMFED’s programs to make the new look their own by creating art inspired by the logo, and to excite CAMFED’s global network with their new visual identity.
KEY TAKEWAY
The creations were overwhelming. Seven countries participated in “Make Your Mark”, including Ghana, Malawi, Tanzania, UK, USA, Zambia, and Zimbabwe. There were 50+ entries, in media such as textiles, wood carvings, and paintings.  The campaign was celebrated in  parades, dances, and live reenactments as well as in an outpouring on social media - even the United Nations Girls’ Education Initiative tweeted about it. With our help, a simple logo announcement was transformed into a day of pride for CAMFED to celebrate 25 years of changing the lives of over 2.6 million girls in sub-Saharan Africa.
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MARYS AROUND THE WORLD

When Adidas needed guidance for influencer engagement, we led the strategy and collaboration with @ShutTheKaleUp

When Anne Sylvain wanted differentiation for its luxury fashion accessories, we led the strategic branding and national PR campaign “Belong To Know One Else”.

When Aqua Star was ready for a brand refresh, we developed a new brand platform, a new visual identity and a new tagline, “Quality Runs Deep”.

When the Campaign for Female Education (CAMFED) announced its 25th anniversary, we helped engage the global network and launch the year-long celebration with the campaign “Make Your Mark”

When CHERRiSH wanted to raise awareness of its line of tart cherry juice, we attracted the attention of elite media and gained traction on social media with the brand platform “CHERRiSH Your Health”.

When Imagination Playground asked for a media strategy for their Learn & Play events, we rallied the media around the creative ways children can learn through play.

When the Saul Zaentz foundation at Johns Hopkins University had groundbreaking film announcements to make, we generated excitement among the entertainment and national media.

When Leading2Lean wanted to connect with new audiences, we devised a national media strategy and scholarship program to get younger generations excited about job opportunities in manufacturing.

When Les Schwab was looking for meaningful ways to connect with its consumers, we unveiled a series of personal stories about Les Schwab's corporate social responsibility on social media.

When MAP was eager to raise awareness of its products and services for credit unions, we created a CEO positioning and thought leadership platform to secure elite media placements.

When Nautilus wanted to tell a new story around home exercise equipment, we created a campaign that shared the secret desires and thoughts of home exercisers, “Cardio Confidential”.

When Pacific Seafood successfully leveraged the power of micro-influencers, we stepped in to guide engagement and direct digital strategy around its Colombia River Steelhead.

When Tree Top launched its new clear applesauce pouches, we spread the word through our “See The Good” campaign and pouch mascot, Seymore Good.