|Campaign||Messin' With Sasquatch|
|Advertiser||Link Snacks Inc.|
|Brand||Jack Link's Beef Jerky|
|Date of First Broadcast/Publication||Subscribers Only|
|Business Sector||Subscribers Only|
|More Information||Subscribers Only|
We are a full-service advertising agency with a history of creating powerful emotional connections to brands. In creating these connections we do more than make our clients’ brands top of mind for their target. We find soul mates for our clients’ brands.
We are able to achieve this because we don’t use a rational approach to sell a brand, but rather emotion to make people want to share ownership for that brand. Such emotional bonds can rekindle the love customers once had for a brand, attract new enthusiasts, motivate employees and reinforce existing loyalists.
Our enemy is complacency, mediocrity and the conventional. We rally against the ordinary and hold sacred the power of inspiration: to transform, to instigate, to delight, to create devotion.
Unlike most great creative agencies, Carmichael Lynch owns and operates a sister public relations firm, Carmichael Lynch Relate, that has achieved Agency of the Year honors from PRWeek, Holmes Report and PRNews trade magazines. For many of our clients, Carmichael Lynch works hand-in-glove with Carmichael Lynch Relate, which is regarded as the undisputed champion of best practices in public relations with few PR firms winning more awards for their work nationally.
Fuel brand 76® is unveiling a comprehensive new marketing campaign aimed at attracting a younger audience to the iconic brand. Created in partnership with agency of record Carmichael Lynch, this social-centric campaign is led by a series of videos detailing the adventures (and misadventures) of a couple embarking on an unexpected road trip fueled by 76.
“Here at 76, we’re on the driver’s side and have been for over 80 years. As the campaign launches, we are excited to live vicariously through Jean and Gene and bring their adventures to life for our consumers,” said Bree Januhowski, 76 brand director.
“Jean and Gene’s Awesome Adventure Road Trip” is led by a series of six videos that tell the story of Jean and Gene, an average, everyday couple that, after a late-night impulse buy online (a vintage blue van, mind you), turns their normal life into #VanLife and take off on a cross-country journey.
“#VanLife is a very real phenomenon playing out in social media — in culture — right now,” said Carmichael Lynch Group Creative Director Josh Leutz. “It’s inspiring to people – leaving the daily grind and committing to this life on the road. That’s the thing we’re tapping into with Gene and Jean.”
“We used accomplished improv actors and shot everything very docu-style to make it feel very raw and natural and not commercial-y,” continued Leutz. “The film instead looks like it might have come from an Instagram feed.”
These six 15- and 30-second videos by award-winning director Matt Lenski will air online and in broadcast in the Los Angeles and Seattle markets.
The campaign also includes digital, paid social, radio, and out-of-home elements as well as branded merchandise and swag, such as t-shirts, patches and sticker sets to be distributed in target markets. The spots are available to view on 76’s YouTube channel: https://www.youtube.com/76Gasoline