OtterBox it campaign
The brief hit our desk — OtterBox wanted to refresh its aging Live Connected campaign in time for the Apple 15 launch. After a couple weeks of brainstorming, critiquing, take-out-lunching, developing, doodling and polishing, we had three candidates to pitch. We landed on OtterBox it, turning the brand name into a verb in a way that crystalizes how our products are catalysts for expression, abandon and empowerment. We took a radical new approach to our supporting production, working in abstract spaces saturated in our primary brand color. Then came the hard work of building the campaign-consistent banners, videos, posts, emails, PDPs, stories, SMSes and swag to support Apple’s announcement. And the early results resounded: media revenue up 70%, social sessions up 139%, ROAS up 37% and our strongest email performance ever.
Roles: Associate Creative Director, Senior Copywriter
Art Director: Wallis Osborn / Creative Director: Michael Kirby
Produce it.
To support the new campaign, we produced a shoot that diverged from our previous look. Rather than fake scenes in cafes and yoga studios, we staged the shoot in a bare studio that we painted in OtterBox yellow. The minimalist set design hinted at moments of real life while allowing the brand identity to shine and the products pop.
Run it.
For the iPhone 15 launch, our media buy included airtime on CTV streaming services. We created this piece to introduce both our new aesthetic and our new products. The footage came from our summer production, and we paired it with the track I Got The Moves by Habibi to tie the message together.
Deliver it.
The iPhone 15 announcement was the pressure test for the OtterBox it campaign. For each touchpoint, the art and copy needed to match. So we were ruthless about keeping our copy, colors and art consistent. Here are a handful of examples spanning organic, paid and channel placements.
Future state it.
OtterBox it is entrenched as our campaign for at least the next two years. We’ve defined the rules of engagement in our brand guidelines, and we’re interpreting each new brief through its prism.