JOUR 4242 Campaigns
Brawny Paper Towels
Brawny Paper Towels is an established paper towel brand without a strong identity. Paper towels are a zero sum game where Bounty holds the premium slot, and store brand is the preferred choice of cost conscious consumers. We chose to associate Brawny with a lifestyle category—experience seekers. These individuals are acutely aware of the brands they consume and tout, while also being willing to try new products. The Brawny Man's flannel went from gasoline to granola in our campaign.
Digital banner ad
A Strava trophy achievement earned by completing 5k of any activity. The trophy would be shared on the activity post.
A still from our “Brawnyfoot” TV campaign. In these spots, a family on a camping trip fears Bigfoot might be nearing their campsite, until the Brawny man comes rustling out of the woods with paper towels.
Paper towels aren’t just for cleaning your kitchen.
Paper towels are a commodity good. It is a low effort, low consequence purchase that consumers don’t put much thought into. Our consumer mostly buys the paper towels they are familiar with, or whatever is available at the store. They think all paper towels are the same.
Most paper towel advertisements demonstrate the benefits of paper towels for domestic life. For example, Bounty ads take place almost exclusively in the kitchen. However, paper towels aren’t only used for cleaning up messes in the kitchen. We saw an opportunity to remind our audience that paper towels have a variety of uses for multiple different lifestyles.
Blue Origin
Blue Origin is a private space company started by Amazon founder Jeff Bezos. Contrary to competitors like SpaceX, who focus mainly on contracting for the U.S. government, Blue Origin is looking towards making space travel a reality for private citizens. We looked to target an ultra-wealthy consumer, with a disposition towards self-improvement.
This billboard (above) would appear in major airports like JFK, LAX and Miami International.
This full page ad (left) would appear in traditional newspapers like the Bezos owned Washington Post or the Wall Street Journal, as well as other publications like WIRED Magazine.
Twitter banner ad
Perspective you can’t unsee.
Our campaign for Blue Origin is centered around the “overview effect,” a phenomenon experienced by astronauts during spaceflight which leads to a profound shift in perspective. Blue Origin provides our consumer the opportunity to view Earth from a vantage point that only a handful of other people have.
Our consumer worries about maintaining status and intelligence. This campaign plays into the unique “FOMO” the top 1% experiences by portraying space travel as a borderline spiritual experience with mindset altering implications.