inFiknit
Stance Apparel, Fashion
Stance is more than just a regular clothing brand. It's a statement of rebellion against conformity. Their commitment to providing exceptional quality sets them apart as they encourage you to push the limits and express your true self in unique and unconventional ways.
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The Objective
The challenge was to transform a complex product innovation campaign, centered on hole elimination across multiple channels, into an experience that was both memorable and easy to understand. The product was guaranteed for life, which needed to be communicated simply and across multiple disciplines. The idea had to be exceptional enough to justify the investment, while remaining highly creative and authentic to the brand. Retaining our DNA and unique perspective was paramount, ensuring the success of the campaign.
STRATEGY
Our mission was to create a powerful direction that emphasized the product's durability and made it a legendary attribute. Using the headline "Never Rips. Never Tears. Forever," we crafted a lyrical tagline that not only highlighted the product's benefits but also conveyed its remarkable toughness and lifetime guarantee. To elevate the concept to extraordinary proportions, we coupled the indestructible mindset with memorable activities and individuals.
Our campaign required a significant investment, with a six-figure acquisition budget, to raise awareness of Stance as an innovative brand that delivers a refreshing tone in the market. We leveraged the larger-than-life personas of renowned luchadors, the iconic watermelon-smashing comedian Gallagher, and an array of death-defying demonstrations to embody the product's indestructibility.
The outcome was a beautiful and artistic expression that became Stance's flagship offering, positioning us as leaders in innovation with an unforgettable and captivating brand identity.
