Table to Farm

“We need to get out of the office for a bit.”

Greg called it. We had been deep in work for months, side-by-side and heads down at one giant table in our downtown Gainesville office. We were overdue for some team bonding to remind us why we choose to spend 50+ hours a week with one another.

So, thanks to a nice little perk 160over90 provides – two days off each year for community service activities – we figured it was prime time to step away from our computers to get some fresh air while doing some good.

North Central Florida happens to be home to a number of animal sanctuaries: horse retirement homes, big cat rescues, and an organization called Two Tails Ranch. Founded 30 years ago to board elephants and other exotic animals – temporarily and permanently, due to events like owner surrender, closing zoos or health issues – the Ranch has been home to more than 250 elephants since its inception. In 2008, Two Tails began offering an educational program, “All About Elephants,” to teach visitors and volunteers about the species.

We warily arrived, fully expecting to scoop elephant poo all day. But we were pleasantly surprised to learn that we’d be helping do something far more glamorous – organizing the materials that would soon be turned into the resident camel’s new home.

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After a few hours of handiwork on the grounds and some close calls with a snake (or seven), we were handsomely rewarded with a tour of the ranch and introductions to some of its greatest inhabitants: giant turtles, a couple of zebras, and a family of lemurs who had just welcomed a new baby, to name a few.

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The day wrapped with group photo shoot time with Patty, one of several elephants who currently call Two Tails home.

Group

After a long day on the ranch, we were ready to get back to the office. We returned feeling reinvigorated, and reminded of all the great work happening right here in our backyard.

 

The Team

  • Director of Client Services: Maggie Insogna
  • Creative Director: Greg Ash
  • Associate Creative Director Design: Alex Liebold
  • Associate Creative Director Copy: TJ Aseltyne
  • Account Supervisor: Kelly Thompson
  • Senior Designer: Walton Dale
  • Intern: Taylor Hartley

It’s Great to be a Florida Gator

Ranked 14th in the nation, the University of Florida is one of the nation’s top research universities. On average, the incoming Freshman class has a GPA of 4.3, which means that UF is competing with the most elite universities in the country. We were tasked with increasing the yield for the class of 2019 by showing them why it’s so great to be a Gator.

For help, we turned to the 40,000 students who live it every day.

The response:

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We compiled those :15 videos into 13,000 personalized websites sent to the incoming class of 2019 from all 50 states and over 100 countries. Fingers crossed, the switch was flipped on Valentine’s Day. [How about that for love.]

The result was a coordinated effort between us and all of UF, including marketing and communications, the admissions department, IT, Dean of Students Office, and the UF social team. Together, we netted 150,000 page views, 50,000 Facebook views, 600,000 Twitter impressions, and 5,000 mentions of the #UF19 hashtag – in just three days.

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Despite application totals being down by 5%, by #CollegeSigningDay on May 1, enrollment was up 4% over last year – an all-time enrollment high for the institution.

Sounds like there are a lot of good reasons to be a Gator.

The Team

  • Chief Executive Officer and Founder: Shannon Slusher
  • Chief Creative Officer and Founder: Darryl Cilli
  • Chief Creative Officer and Principal: Jim Walls
  • Chief Strategy Officer and Principal: John Campanella
  • Executive Producer: Thomas Ammon
  • Creative Director: Greg Ash
  • Associate Creative Director/Copywriter: TJ Aseltyne
  • Associate Creative Director/Designer: Alex Liebold
  • Director of Client Services: Maggie Insogna
  • Account Supervisor: Kelly Thompson
  • Senior Designer: Walton Dale
  • Lead Developer: Cameron Baney

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.

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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.

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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.

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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.

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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.

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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.

 

CREDITS

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