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SOLUTION

IN PARTNERSHIP WITH NEFF AND KEVIN DURANT, WE IDENTIFIED A MARKET OPPORTUNITY, CREATED A STORY AND A MARKETING CAMPAGIN TO LAUNCH A YOUTH CULTURE INSPIRED UNDERWEAR BRAND. THE RESULT: 2.75 MILLION ENGAGEMENTS.

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PROBLEM

LIFESTYLE IS A DRIVING FORCE IN TODAY’S MARKET, YET REMAINS UNDERSERVED IN UNDERWEAR. AS NEFF’S PARTNERS WE CREATED THE NARRATIVE AND ELEVATED THEIR PRODUCT OFFERING TO CONNECT AUTHENTICALLY WITH THE CONSUMER AS THE BRAND OF CHOICE FOR LIFESTYLE-DRIVEN UNDERWEAR.

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APPROACH

WE IDENTIFIED THE ACTIVE LIFESTYLE POSITIONING TO DIFFERENTIATE THE NEW BRAND IN THE HEARTS AND MINDS OF THE CONSUMER, AND CREATED AUTHENTIC TOUCHPOINTS TO DRIVE THE MESSAGE. WE ENGAGED INFLUENCERS ACROSS ACTION SPORTS, ART, MUSIC, AND ENTERTAINERS TO INSPIRE THE CONSUMER AND DRIVE THE NARRATIVE “YOU’RE ONE OF US NOW #LIVETOPLAY”

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PROJECT

LIVE TO PLAY

National Marketing Campaign

DELIVERABLES

STRATEGY

Opportunity Definition

Brand Foundation

360 Touchpoints

Experience Journey

DESIGN

Brand Design

Service Innovation

MARKETING

Story and Messaging

Integrated Brand Planning

Art Direction

Content Creation

Cross Function Execution

CREDITS

VIDEO

Bright Black + Ramble West

PHOTO

Armando Garcia
trashand

MUSIC

Kasbo
Forest Pond for Never Home Music
Neil Von Tally of EYRST

MEDIA

Mindshare