Treasure Cave is America’s No.1 blue cheese brand. However, with supply challenges leading to lower awareness and consideration, it stopped being top of mind for consumers. Treasure Cave needed to reclaim its leadership position and bring people “back into the cave.” For that reason, the campaign idea was directly rooted in the brand name and the somewhat polarizing nature of the product. We reconnected with the audience by celebrating the unusual flavor that blue-cheese lovers crave, and offered a memorable invitation for anyone who hasn't yet considered it.The film imagines Treasure Cave as a fictional place intended to embody the spirit of blue cheese itself. Inside a cinematic cave environment, an ensemble of singing cave-dwellers gather to welcome viewers to experience Treasure Cave for themselves. Original comedic lyrics provide an earnest invitation to Treasure Cave, intended to telegraph a sense of pride in the product’s unusual allure.
We were glad to know people did in fact, love it here.
We extended the campaign to social where we created bespoke recipes + partnered with blue-cheese-loving Creators across all 50 states.
Plus made some fun illustrations + swag.
🎶 Destination Treasure Cave, where cheese becomes so blue.
For a cave it’s welcoming and delicious, too.
Here there are no seasons, sunlight, grass, but there is Hank.
If that sounds peculiar, trust the process, our cheese is super-dank.
Some things we crave are also funky, science is so cool.
It seems like that would not make sense but we don’t make the rules.
Welcome to the Treasure Cave, where blue cheese gets its funk.
This taste you cannot replicate so please enjoy a hunk. 🎶
ACD Art Director: Amanda Clark; ACD Writer: Emma Siolka; ECD: Jason Bottenus; Director: Andreas Nilsson; DP: Lasse Frank; Set Designer: David Lee; Editor: Sam Jones; Composers: New Math; Producers: Henni Iwarsson, Peter Knowles; Social AD/Directors: Amanda Clark, Whitley Mike / Molly Nemer, Maya Rait
Peroni
Italians find and create beauty in all things. With the #BirraBeautifully campaign, Peroni encourages Americans to find beauty in everyday moments for a more Italian way to beer.Art Director/Designer: Amanda Clark; Writer: Adam Ridgeway; CD: Joel Stacey; Director: Los Perez; Editor: JoLynn Garnes; Video Producer: Amalia Nicholson and Kristoffer Knutson; Production: Caviar, Volt Print Producer: Emily Hamlet
Bush’s Beans
Collection of BeansOOH Across four cities, we created localized visuals and messaging that underscored how beans make everything a meal. Whether it was hot dogs in Coney Island or fair food in Minneapolis, each execution leaned into its environment while keeping the message clear. Beans aren't just a side piece. They make the meal. Creative team: Justin Valdez, David Hulme; ACDs: Amanda Clark, Emma Siolka; ECD: Jason Bottenus; ACL design/illustration: Jesús Li, Whitley Mike
Bean obsession with Bush's + Peyton (and no, this is not the exact same dog, Duke, from the 90s and yet it IS the same Jay Bush)
ACDs: Amanda Clark, Emma Siolka; CCO: Marty Senn; Directors: Crobin Leo and Michael Downing; Editor: Michael Papavero; Strategy: Emily Blease; Producers: Lisa Feldman, Nic Vetter, James Sorbel, Mim Epstein; APM: Mackenzie Halverson, Allison Otta, Abby Minea; Social Editors: Molly Nemer, Maya Rait
Sperry Odyssey Project
To appeal to an audience that values experiences over material possessions, the Sperry INK campaign positioned Sperry shoes as canvases for personal stories of adventure. To kick off the effort, we sent two Brooklyn tattoo artists on an Odyssey to New Zealand to explore the world’s oldest living tattoo culture. The artists commemorated their experience by tattooing a pair of Sperrys. Their Odyssey lead to in-store shoe tattooing events, limited-edition product and a social contest that allowed people to win Sperry shoes tattooed with their own story.The Odyssey Project: To celebrate Sperry’s 80th anniversary, we sent 80 individuals on surprise adventures around the world. Some odysseys were big and transformative. Others were smaller. No matter the size, we wanted to take people to places unfamiliar, and to experiences unexpected.
We created custom Sperry shoe boxes for each traveler. Each one revealed clues to how their odyssey would begin. Each traveler was asked to document their journey and share their epic tales.
The Odyssey Project stories are shared via a centralized site, as well as distributed through owned social media channels.
CD: Bill Lee; Art Director/Designer: Amanda Clark; Writer: Adam Ridgeway; Director/Photographer: Brandon Boulay; Editor: Collin Pittier; Production: Committee Films