TEVA

The outdoor market was saturated by imagery of mountains and trees, so we took Teva way down deep in the Colorado clay to their Grand Canyon river guide roots. Reinforced the brand’s authenticity by featuring paddlers, poster artists, and sponsoring the Macgillivray Freeman IMAX production River at Risk– the largest flotilla since John Wesley Powell, and the only advertising photoshoot ever permitted in the inner canyon. The investment paid off by creating 2 years worth of assets and helping halt a seven year decline, grow sales 71% in 18 months, and go from 11th to first in category sales.