Archer
Making a small brand feel like a big player
Year:
2017
Capabilities:
FCB/RED.
FCBX.
456 Studios.
Problem
In launching a new line of masculine air fresheners with a small brand budget, Archer needed to connect with their sports-loving male target in a way that would compete with their big brand budget competitors
Insight
When it comes to the male market, you’re not legit until someone has your logo on their jersey.
Strategy
Legitimize our brand through a big-time endorsement deal.
Solution
We signed unknown independent-league pitcher Clay Chapman to the Biggest Sports Endorsement Deal of All Time–$3.4 Billion. The catch? It would be paid out over 10 million years (with an option to extend).
We hosted a press conference in a sports museum and streamed the event over Facebook Live for fans and media around the world.
We hosted a press conference in a sports museum and streamed the event over Facebook Live for fans and media around the world.
300%
Sales Increase
Attendance
By Major News Outlets Like Fox, Associated Press, NBC, and Hundreds of Clay fans.
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
2020 Global Agency of the Year
2020 & 2019 A-List & 2020 Best Places to Work
2020 Global Network of the Year
2020 Most Awarded Network
2020 Design Agency of the Year
2020 Top Places to Work
2019 North America Network of the year and 2019 Top 3 Global Network