| Story | "What do hunters talk about when no one else is around?" That was the question we attempted to answer with this campaign for Horton Crossbows. In recent years, quite a few competitors had sprung up for Horton, each claiming faster speeds or improved technology. Instead of responding directly, Horton chose the higher ground, to re-claim the category as the pioneer and expert. This made our agency's job quite clear: talk to hunters in a style they will appreciate, and remind hunters that at the end of the day, only one thing matters: dead deer or no dead deer. |
