Creative Share #1 – Taking a mundane and basic industry and adding some fun to it.

 

A few days ago, we at ENDURANCE presented a creative campaign for a new client. For the sake of this post, pretend the client’s name is “ACME CO.” and the industry is manufacturing.

Manufacturing isn’t the real client’s industry, but imagine something that on it’s own, lacks any real sense of excitement.

 

The Challenge: Bring fun and excitement (with a pinch of risk) to an industry over saturated with mediocrity.

The client’s industry is full of product marketing that accentuates product attributes and price points. 100% of all competitor advertising is very plain in this manner. And while we’re lucky to work with the #1 largest and most successful company in our target industry, our clients expressed the need to break from the mold and leverage good will they’ve built over decades of quality product production. They wanted something a bit risky and exciting.

We were up for the challenge and we’d like to share 1 (out of the 3) campaigns we pitched our client.

 

The Campaign: We Can’t do “X”, but we can do “Y”

Imagine X as something outrageous! Something funny, and ridiculous at the same time. It might have a flavor of pop culture mixed in, or a seasonal flair. Here’s some one liners that help aid what we mean…

endurance creative - we can't do X, but we can do Y

 

And Y always had something to do with X

As part of the solution, Y might help enjoy X, or might provide an alternative solution to X… here’s an example

 

Imagine our client “Acme Co.” was a car company.  

WE CAN’T STOP THE DEMOGORGON FROM DESTROYING THE MALL

creative example - endurance demogorgon

 

WE CAN PROVIDE A PREMIUM VIEWING SPOT TO EAT SOME POPCORN AND ENJOY THE SHOW

we can do Y - endurance creative example

 

The Delorean from ACME includes a FIVE-STAR roof-reinforcement rating from JXY statisticians.

{{ CALL TO ACTION}}

 

Or, if a pop culture reference to Stranger Things wasn’t enough, a seasonal one maybe?

WE CAN’T STOP SANTA’S LITTLE HELPERS FROM EATING ALL THE INVENTORY…

endurance santa creative example

 

 

WE CAN PROVIDE A SWEET RIG FOR SANTA TO LOCK IT ALL UP IN

creative example santa 2

 

Pun intended – The Delorean from ACME sports class-leading cabin space.

{{ CALL TO ACTION}}

 

Part of the pitch was executing the creative with intentionally bad Photoshop design.

If you noticed above… we intended our creative to include intentionally bad Photoshop, or video work. So the client’s product would display perfectly around the rest of an execution wrought with bad photoshop/video editing that is extremely silly in nature.

We also pitched a funny old spice, or diluth trading company voice over for narration w/ video. The persona would be full of confidence, very matter-of-fact-style, yet humble and understanding to our consumer plight.

Here are some more storyboard stills emphasizing our “bad” Photoshop execution.

creative example - bad photoshop execution
“Ridiculous Photoshop Vibe – Our man is full of confidence with many fine leather-bound books…”

 

 

It’s hard to really explain a concept, without explaining the concept.

As I’m writing this, I realize this may not be coming through as funny and thought-provoking as the real client’s pitch, using the real client’s products.

That’s ok, we’ll post the real client’s work (with their permission) once it launches.

Stay tuned…

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