DNA was about to produce year 2 of its “Rewild the Rainiers” campaign which was all about getting into the outdoors – when suddenly being outside was off-limits. The agency pivoted from getting people into the outdoors to ‘help people stay connected to the outdoors from their living room.’
The agency re-framed the stay-at-home reality as a “Hibeernation,” which fits with Rainier's quirky, fun-loving spirit. Knowing that Rainier’s fans were missing their favorite outdoor recreation, DNA created a social effort to get people sharing how they ‘stay wild’ while stuck at home. The agency put out a call for content using a video produced by it's in-house production company Petting Zoo, featuring agency staff filming with phones over one weekend. DNA staffers came up with their own ideas of how to bring the outside inside and filmed their experineces at home. There was a strategist paddling his kayak down the stairs, an editor’s spouse getting some sun from her rooftop, and a creative director pretending to do an innertube river float in his basement. It lit the spart to get to post their own content using the hashtag #Hibeernation.
SPW Credits
Client: RAINIER
Agency: DNA
Chris Witherspoon – President, Christine Wise – Chief Strategy Officer, Lauren Sooudi – Brand Strategy Director, Steve Williams – Executive Creative Director, Allyson Paisley – Creative Director, Evan Haynes – Senior Art Director, Kai Neddersen – Senior Copywriter, Jeremy Hoders – Business Practice Lead, Maggie Boler – Senior Project Manager
Production Company: DNA/Petting Zoo
Gabe Hajiani – Head of Creation + Content, Maddy Giordano – Senior Integrated Producer, Sean McGrath – Video Content Editor, Nicolas Gomiero – Animator & VFX Artist, Mike Quirk – Studio Manager, Gina Mills – Studio Designer
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’
Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own.
Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.”
Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More
