Giving Voice To A Rebel

Here’s an example of good things that come from fearless creative. Our client, ST9 Gas + Oil, gave us the green light to launch their first campaign with the headline “We Said Up Yours to Normal Upstream.” While possibly offensive, the line is perfectly on-strategy in support of the challenger brand that seeks to disrupt the upstream consumables market through innovative design, technology and manufacturing. Our brand platform development process led us to the Rebel archetype, which, in turn, provided creative focus and the attention-getting headline. The results have been stellar:  a brand position that has caused positive industry buzz for the start-up, major trade media coverage, website traffic and sales that have exceeded expectation. Other energy executives have told our client they wish their marketing had such moxie. That’s the power of a brave client who trusts us to seek the best solution –– not the safest. I recently posted my opinion that Tom Ford made a mistake in naming his new perfume, F*cking Fabulous, because it is off strategy and gimmicky. Our “Up Yours” campaign for ST9 is what happens when you stay on strategy and true to your brand.