client logo-energizer

Energizer

Facing a decline in battery usage and struggling to stand out from the competition, the Energizer brand needed to reinvent. We started with a reboot of the company’s greatest asset, who happens to be one of the world’s most iconic mascots. Then we launched his new look across media channels where the brand had never appeared before. Within the first year, battery sales increased by 12.6%, solidifying Energizer as the top battery maker on the planet.

Bigger, better, bunnier

Even though people still loved him, the Bunny was starting to feel like a blast from the past. So we gave him a head to tail makeover for the high-def era.

Built from the paws up

To appeal to a new generation of fans, we brought the Bunny to platforms he’d never explored. We created the brand’s first global Snapchat Lens, iOS stickers, and YouTube :06 bumper ads.


The Bunny Goes Digital

Energizer Thumb

client logo-papa johns

Papa John’s

After his now-famous hateful comments, the founder of Papa John’s was dismissed from the company. The brand then brought in new leadership and launched internal programs to promote diversity. 

But they needed a way to show the public that real change was being made. So, we leveraged a lifelong fan of the brand, Shaquille O’Neal, who became Papa John’s newest board member and franchisee, and helped spread our comeback message, “It’s a Better Day at Papa John’s.”

A better day at Papa John’s

We tapped into Shaq’s massive social following to get the word out, reveal new menu items, and share funny skits starring the Diesel himself.

Shaq Attacks Social

We sent Shaq undercover as a Papa John’s delivery driver to surprise real people and help the brand have fun again.

Undercover Delivery Driver

The turnaround campaign led to tons of press, the brand’s highest stock price in years, and the biggest sales day of 2019.

A Comeback Story

Papa Johns Shaq thumbnail

client logo-ugg

The team at Ugg wanted more men to give their shoes a try. But 65% of guys didn’t even know Ugg made shoes for men. And those who did, thought of Ugg as a female brand. To change their perception, we chose Ugg slippers as our Trojan horse, giving us a way to break into male closets and convince guys of the brand’s comfort appeal. To headline the campaign, we collaborated with two legends who earn their downtime: the Dude himself, and Ugg spokesman Tom Brady. Then we launched the campaign during Tom’s historic four-game NFL suspension, when he was famously sidelined on his couch.

Do Nothing in UGG

To support the launch, we integrated retail design, digital and social, and partnerships with NFL Redzone. We also created over fifty pairs of custom slippers for celebrity influencers, including Seth Rogen, Dwyane Wade, Rob Gronkowski, and others, earning thousands of free social impressions from those who posted their new kicks. After the launch, we saw a 20% rise in men’s sales and an 81% lift in conversation about the brand.

Partnerships and influencers

Finally, we partnered with stadiums across the NHL network to build the “Do Nothing Penalty Box,” a place where hockey players could kick back and put up their feet in the middle of a hockey game. The penalty box was mentioned continuously during broadcasts, as players entered and exited our branded Ugg experience.

Camp + King is a full-service advertising agency helping brands grab a bigger piece of the conversation.

The latest

Project

Energizer—
The Bunny is Back

Project

Papa John’s—
It’s A Better Day

Project

UGG—
Do Nothing

Update

Camp + King makes the AdAge 2021 A-List

See all projects

Camp + King is a full-service advertising agency helping brands grab a bigger piece of the conversation.

The latest

Project

Energizer—The Bunny is Back

Project

Papa John’s—It’s A Better Day

Project

UGG—Do Nothing

Update

Camp + King makes the AdAge 2021 A-List

See all projects

Energizer—
The Bunny is Back

Papa John’s—
It’s A Better Day

UGG—
Do Nothing