Solution:

Communicate that Cannondale is The Perfect Ride. Knowing that the work needs to tell both a product and a brand story, we developed a brand system that could easily translate across mediums and continents. Our primary imagery and headlines are equal parts innovation and inspiration, capturing the best athletes in the world putting Cannondale bikes to the ultimate test. While the secondary images and language tout technological prowess in a way that reflects the attitudes of our audience. The system allows the same look and feel to extend beyond print ads to catalogs and interactive, giving Cannondale a unified, cohesive brand.

Solution

First, we uncovered a dilemma that was plaguing Cost Cutters. While consumers want to save wherever they can, the idea of incredibly affordable salon services didn’t always instill a lot of confidence. Enter the Cost Cutter Compliment Cam™. Based on a simple human truth that a good haircut begets good compliments, we set out to capture those authentic moments as they happened in real life. Customers who’d recently received a new cut and style were outfitted with hidden cameras and sent out to capture actual, unvarnished reactions of family, friends and coworkers. The takeway? You can, indeed, look and feel good without spending a bundle. And we had the enthusiastic compliments (and TV spots) to prove it. What started out as a TV campaign extended into rich online content and entertaining radio. Never underestimate a compliment again.

Solution

We set our sights on the travelers who are more optimistic (cautiously optimistic, but optimistic nonetheless) and ready to experience life. They are curious to discover what makes a destination exceptional. Thus, the More to Explore campaign was born. Just as Minnesota is a state worth exploring, we set out to create a commercial worth exploring. Throughout the spot, visual surprises are sprinkled in to delight and, most of all, support the idea that there really is More To Explore in Minnesota. The biggest surprise of all was saved for the end of the spot when Joe Mauer, Minnesota’s favorite son (and MVP), made his singing debut. The result is a seamless, exuberant tribute to all that Minnesota has to offer. The television spot has become Explore Minnesota’s most buzzworthy initiative ever.