A National Moment

A Hall of Fame baseball player once said, “Baseball was made for kids, and grown-ups only screw it up.”

When we started working with the Washington Nationals this spring, we fully immersed ourselves in the brand, adopting the mindset of a lifelong fan. It just so happens that for a 10-year-old Major League Baseball team, that meant channeling our inner 10-year-old, recalling the early days at the ballpark when we shared a game and two bags of peanuts with our grandpop, and beamed about how green grass can be.

There was a lot to be excited about then. And there’s a lot to be excited about at the outset of the Nats’ 2015 season. Not only are they looking at what could be their best team to date, they’re celebrating 10 years of history-making memories. In our brand campaign, it was important to commemorate that milestone and cement the team’s connection with a transient D.C. community, overcoming the 30-year stretch when America’s favorite pastime was absent from the nation’s capital.

Throughout TV, radio, print, and social, we dialed up the emotion by recreating memorable in-game experiences, ultimately playing to the true fans – young children – and striking a chord with families.

We took it back to 2005, when Livan Hernandez took the bump and delivered the first pitch – a strike – birthing the Washington Nationals. Nats_History_FirstPitch We relived the debut of Stephen Strasburg in June 2010, and the 14 he sat down, bringing a crowd of 40,315 to its feet. Nats_History_Strasburg And we tipped our cap to Jordan Zimmermann’s epic no-hitter last season. Through impactful design, you can almost hear thousands of total strangers’ high fives. Zip_Zero_Zilch_Zimm Each of these moments raised spirits and rallied supporters. And collectively, within the brand story arc, they echo an essential truth: that the Nationals, like their fans, come to play.


The Team

  • Chief Executive Officer: Shannon Slusher
  • Chief Creative Officer: Darryl Cilli
  • Executive Director of Client Services: Sonya Cooper
  • Executive Producer: Tom Ammon
  • Director: Konstantinos Psimaris
  • Editor: Anderson Bradshaw
  • Motion Designer: Jay Keree
  • Creative Director: Brendan Quinn
  • ACD: Kris Blake
  • Copywriters: Elliot LeBoeuf, Rachael Silverstein, Sean Pezzulo
  • Account Supervisor: Cody York
  • Project Manager: Ted Quann
  • Social Media Strategist: Caleb Mezzy

Bulldogs Never Settle

The Butler breed is ambitious. Tenacious. Confident that tomorrow’s opportunities begin with today’s challenges.

Every day, Butler University is shaping global citizens who, having learned how to ‘learn for life,’ are constantly asking the big questions and fueling the future of Indianapolis, the Midwest, and beyond.

In the past, it’s proven difficult to explain this idea to outsiders. So in support of the Butler 2020 vision, we stepped in to conceptualize, create, and kick off an institution-wide rebrand that tells the Butler narrative on a national platform.


If you know 160, you know we do a lot of higher ed work. Even though it’s a large category for us, each and every client is different, so we build custom solutions. The one thing that every engagement has in common, though, is our process. Our process allows us to discover a brand’s DNA, build a narrative that’s rooted in truth, and break through the clutter. Getting to know a client completely – from living and breathing their business model, to reading their local newspaper, to chatting with stakeholders at every level – is what enables us to craft authentic brand stories that elicit a visceral consumer reaction.

It starts with listening. And we really listened – to hundreds of Bulldogs [alumni, students, staff and administration] through Discovery interviews and focus groups, and to thousands more through quantitative surveys. We saw firsthand that Bulldogs get up every day to do work. To make the right decisions. To accomplish something meaningful.

Butler Print Ad

It’s this spirit that drives the new brand – by way of websites and viewbooks, print pieces and billboards, #ButlerBound surprise appearances to welcome incoming classes, and more.


Throughout these touch points is the recurring message that Bulldogs can achieve anything they set their minds to. And it’s as much about how they achieve as what they achieve.


At the Crossroads of America, Butler is building something special – stronger foundations for students who are building a stronger future for us all.


The Team

  • Chief Executive Officer: Shannon Slusher
  • Chief Creative Officer: Darryl Cilli
  • Principals: John Campanella, Jim Walls, Corey Levin
  • Executive Director of Client Services: Sonya Cooper
  • Executive Creative Director: Steve Penning
  • Creative Director: Brian MacDonald
  • Associate CD: Patrick Macomber
  • Designers: Ben Harrison, Eric Haag
  • Copywriters: Kristen Scharf, Hunter Savage, Kris Blake
  • Account Director: Paul Gladney
  • Account Supervisor: Katie Foley
  • Account Executive: Maggie Guffridia
  • Project Manager: Liz Kubert

Brought to You by Hard Work

For the Atlantic 10 conference, March Madness is more than a series of games. It’s a proving ground. And for two years running, it’s also been a national brand platform.

Last winter, 160over90 partnered with the A-10 to launch a comprehensive, NBA-style branding and advertising campaign that leaned on the league’s strong performance record and national rankings, and unleashed a challenge to any team: Who Wants Next? The positioning heralded the end for basketball dynasties that rest on laurels from long ago. Winning games and advancing deep into March is a workright, not a birthright.

We created a 2:00 national TV spot to tell the story of the grittiness and uncompromising work ethic embedded in the A-10’s athletic programs, as well as the academic excellence of each member school. Here, “free throws are not free.” “Glass slippers are swapped for work boots.”  And “knockout punches are landed from 21 feet.” Acclaimed performer, slam poet and verbal stylist Saul Williams was recruited for the voiceover, and the music was scored by rjd2. Both artists epitomized the grittiness of the campaign, and effortlessly captured the rhythm of the game.

The hype piece earned a lot of positive attention in the college sports arena, as did the league itself, sending a record six teams to the 2014 NCAA Tournament. All 13 member institutions shared in the social storytelling, pushing the video spot to 800,000+ eyes to open the campaign, and the spot garnered more than 48 million media impressions including coverage in The New York Times and Sports Illustrated and a killer retweet from the one and only Dr. J.

We kept the forward momentum going with a bold evolution of the Atlantic 10′s identity in summer 2014.

A10 brand book

And this basketball season, we built on the ‘Next’ storyline, taking the theme of hard work and tenacity one step further by highlighting the league’s constant commitment to advancing — on the basketball court, and likewise in the classroom. A minute-long commercial reintroduces Saul Williams and rjd2 to tell the next chapter of the A-10 story in unapologetic fashion. Lines like ‘Next will create hysteria in the student section’ and ‘Next will shatter all expectations’ bring to life the hunger and tenacity of the A-10, a conference built on hard work. Work that starts in driveways, playgrounds and gyms, which we captured with footage shot during a four-day, five-campus, six-game road trip.

[See more at WhoWantsNext.com]

This same hard work was on display at last week’s VCU overtime game, and in Dayton’s First Four victory and second-round upset.


While the A-10’s 2015 March Madness run has come to an end, we can’t wait to see what’s next for this power basketball conference.



Chief Executive Officer: Shannon Slusher

Chief Creative Officer: Darryl Cilli

Executive Director of Client Services: Sonya Cooper

Executive Producer: Tom Ammon

Director: Konstantinos Psimaris

Producer: Derick Crucius

Editor: Anderson Bradshaw

Creative Director: Brendan Quinn

ACD/Copywriter: Kris Blake

Digital ACD: Chris Lee

Motion Designers: Joe Dunlap, Jay Keree

Account Director: Jeremy Kanefsky

Account Executive: Andrew Larsen

Project Manager: Ted Quann

Social Media Strategist: Caleb Mezzy

Musical Score: RJD2

Voice-Over: Saul Williams


All it takes is a cardboard box.

From one mom to another, I know the feeling. We’re busy. Very, very busy. We’re juggling everything from schedules to schoolwork to snack time to sleepovers. And it requires a lot of effort.

But you know what should always feel effortless? Having fun and hanging with our kids.

To them, we’re basically superheroes. We don’t need to invent all kinds of special outings and perfectly planned activities for playtime; most of the time, all it takes is a cardboard box. Or a stack of blankets. Or a bat and ball. Or a SUPERPRETZEL.

For SUPERPRETZEL’s new brand campaign—We Make the Pretzel. You Make the Super.—we’ve adopted a ‘back-to-basics’ stance that cuts busy moms a break, inviting them to make food the entire family likes to eat, and freeing up time for good old-fashioned fun.

The campaign even takes a little dig at today’s over-the-top, overly crafted rituals of showing off and documenting the food you make, rather than enjoying it—and, more importantly, enjoying time with your family.

With simple ingredients, ready in seconds, SUPERPRETZEL helps get you out of the kitchen and into living room parties, pirate ships, and backyard camping adventures. Or for me and my three, nightly dance parties.



Keeping It Real. Virtually.

The University of Florida undergraduate experience is so much more than buildings, books, and locking arms at the end of the third quarter. It’s learning to see beyond the brick and spanish moss to the events, relationships, and experiences that are formed inside those walls.

In other words, as much as we love them, a clickable map just wouldn’t do.

Instead, we selected 36 experiences unique to being a Gator, from swimming with research robots, tailgating at a football game, organizing the largest student run pep rally, building a concrete canoe or watching thousands of bats swarm from their houses at sunset. Each experience is a window into a collection of  locations from across campus.



What’s it like to be a Gator? See for yourself, or sample a couple of our favorite videos below:



The Team
Chief Executive Officer and Principal, Shannon Slusher
Chief Creative Officer and Principal, Darryl Cilli
Chief Creative Officer and Principal, Jim Walls
Chief Strategy Officer and Principal, John Campanella
Director of Client Services: Maggie Insogna
Creative Director: Greg Ash
Associate Creative Director Designer: Alex Liebold
Account Supervisor: Kelly Thompson
Senior Copywriter: Larry Werner
Director of Production: Brian Tennyson
Designer: Tim Beitz
Lead Developer: Cameron Baney