Develop and produce an integrated brand awareness campaign to also promote a product launch, reconnect the brand to its core values, and deliver measurable results including product trial. (The usual.)
Creation of the world’s first “out-house,” pop-up ad agency made up of 23 actual customers who wrote every headline, commercial, and BS-free piece of creative resulting in, so far, an 8% tattoo rate. Yes, 2 of the 23 pop-up agency participants voluntarily inked themselves IRL. Of course it was their idea. Everything was their idea.
What We Did
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Creative Strategy
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Creative Development
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Production
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Post-Production
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Design
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Brand Identity
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Ad agencies talk big, but it’s mostly BS. So to reintroduce Dollar Shave Club’s bullshit-free brand—and launch their best razor yet—we built Order of the Blade, the world’s first customer-led, pop-up ad agency led by real Dollar Shave Club customers. Twenty-three guys from 18 states flew into Chattanooga, Tennessee, where they spent two days running their own agency HQ, writing billboard headlines, calls-to-action, jingles, and unscripted commercials—all 100% BS-free. All in exchange for 5 years of free blades. Unlike traditional agencies weighed down by overhead, the Order assembles only when work is needed and disappears when it’s done—keeping costs lean without compromising creativity. Dollar Shave Club: it’s for your face. That’s an Order original.
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In barely more than 48 hours, Order of the Blade did enough creative work to inform nearly a dozen video edits, both longform and short, countless billboards and out-of-home placements, several original jingles, and a full agency microsite. Plus, two men voluntarily got actual Order of the Blade tattoos, which equal brand impressions every time those guys walk out the door. We’d go so far as to say no other agency could deliver what the Order delivers just by being their real, authentic selves, having just launched Dollar Shave Club’s best razor ever (so far) in keeping with the brand’s bullshit-free DNA.
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