Work Samples Prepared for:

SITUATION

In a city obsessed with sports, Philadelphia has a deep passion for their Eagles. Yet after two disappointing seasons and tremendous change in the front office and coaching staff in 2012, fans felt disconnected from their team. The Eagles originally partnered with 160over90 in 2013 to develop a new brand strategy that could better reflect the team and reconnect fans with the City of Brotherly Love—in essence, that Philadelphia fueled the Eagles and the Eagles fueled Philadelphia. The brand narrative needed to build season-to-season, rather than change direction with the seasonal, tagline-driven campaigns typical of professional teams.

After working with the Eagles for eight seasons on various creative campaigns and video productions, the team needed to evolve its brand strategy and narrative to appropriately capture and express the post-Super Bowl progressive spirit of the Eagles to core fans and partners.

SOLUTION

In 2019, we updated the brand strategy around a platform idea of “United We Win.” The Eagles are inextricably linked to Philadelphia, but no longer just by geography. The Eagles’ tie to the City is defined by a mindset built off a connection to a team and organization that brings millions of people together through a unified shared passion. In other words: This is bigger than football, the Eagles are out to win in all that they do.

Our subsequent 2020 season launch video was led by Eagles legend Duce Staley, and featured a handful of cameos from celebrity fans and everyday fans alike who celebrate a fundamental, common understanding: that no matter what life throws at us, we will always be our true, authentic selves. And our 2021 opener spot earned acclaim for featuring a common and much-celebrated refrain/rallying cry: Go Birds.

This mentality—supported by out-of-home, social, and digital messaging, and a passionate fan base that is hungry for football—unites us all as we get ready to once again spread our wings like only we can.

RESULTS

In 2021, the season opener spot drew 6 million views and garnered more than 11.6 million impressions. Overall, engagement increased 4.5x across owned digital and social platforms from the year prior.

Since the beginning of our engagement with the Eagles, season ticket renewals have increased 26%, and the Eagles were the only team to sell out Wildcard Weekend within 24 hours.

160over90 continues to create branding that breaks through the noise. Anticipation for each year’s campaign begins to grow each summer. 160over90 united the team and its fans to become the greatest football community in America.

Situation

How do you help a challenger brand break through a highly competitive category, and actually help athletes improve and reach their peak performance?

Under Armour’s brand mission is to make athletes better. The company achieves this mission through innovative products and physical workouts, but like other brands in the category, Under Armour has neglected an athlete’s most important tool: their mind.

Solution

With mental strength more culturally relevant than ever in 2021, 160over90 partnered with Under Armour to expand the organization’s offerings to include tools and exercises to help athletes train their minds. All our marketing efforts are in service of the idea of making athletes better—providing true utility to consumers.

To achieve this, Under Armour engaged 160over90 to launch a global brand campaign centered around mental strength. The 2021 Under the Armour campaign extends to various marketing channels and touchpoints across TV, OOH, retail, social, and digital. Other components of the campaign will release on a rolling basis in Q1 2021, including social ads introducing exercise content, retail signage in Under Armour brand houses, streaming audio ads, UA.com digital assets, and more.

As part of this global campaign, 160over90 produced four launch films featuring Under Armour athletes like Michael Phelps, Anthony Joshua, Bella Alarie, and Zhu Ting. Each athlete takes viewers through a mind training exercise they’ve used to help them achieve success in their sport. All marketing drives to the Under Armour Performance Academy, a new platform providing content and exercises to help athletes train their minds to reach peak performance.

Results

Following the launch of 160over90’s integrated brand campaign, 2M+ Users logged onto the Performance Academy app (in the first 3 months), and our work earned the Women’s Health 2021 Fit Tech Award for “Best for Building Mental Fortitude.”

SITUATION

Historically, HBCUs have not been given the level of exposure and platforms as PWIs as it relates to both academics and athletics. Alongside WME client, Michael B. Jordan, Endeavor wanted to build an inaugural live celebration of HBCU culture, academic excellence, and athletics. Inviting HBCU communities of students, families, alumni, and prospective students to an in-person weekend showcase while also broadcasting our message nationally.

SOLUTION

160over90, Obsidianworks, and teams across Endeavor worked together to create a purpose-driven event at the intersection of sport, advocacy, education, and culture. Not just a basketball tournament, the Invesco QQQ Legacy Classic became a cultural weekend advancing HBCUs through events such as a Career Summit, an eSports Tournament, a Startup Pitch Competition, and a musical performance by WME-client, Cordae. The host city, Michael B. Jordan’s hometown, Newark, NJ, was fueled with economic and educational opportunities – exposing high school students in the northeast to all that HBCUs have to offer.

The 160over90 and Obsidianworks team built the overarching brand strategy and oversaw marketing, creative, logo and brand development, digital content, ancillary programming, and social impact for the event.

RESULTS

The inaugural event garnered more than 1.5MM impressions on social media.

Situation

In 1859, Philadelphia became home to America’s first zoo. Ever since, the Philadelphia Zoo has created joyful discovery by connecting people with animals and inspiring action for wildlife and habitat.

Today, as one of the region’s leading family destinations and foremost conservation organizations, the Philadelphia Zoo is home to nearly 1,300 animals (many of which are rare and endangered) and educates more than 1.2 million visitors/members annually about animal and environmental conservation.

As part of its 2019 strategic plan, the Zoo set out to heighten awareness of its multi-fold mission; to increase visitation and membership; and to drive donations for innovative programming, world-class exhibits, and immersive experiences.

160over90 was brought in to first architect a brand narrative that could bridge the gap between current “fun family destination” perceptions and the forward-thinking, change-making, cultural entity the Philadelphia Zoo aspires to be—and then to develop a corresponding fundraising campaign platform.

Solution

The agency began with an [unusually hands-on] discovery and onboarding phase, complete with extensive Zoo tours and one-on-one animal interactions, as well as interviews with senior leadership, Board members, marketing and development leads, Zoo staff and volunteers, new and longstanding members, and visitors.

Qualitative research led us to this strategic positioning: that the Philadelphia Zoo is a neighborhood entity unlike any other, where humans and the wild coexist and where world change is sparked. A visit to the Philadelphia Zoo is an experience that changes the way people see, enjoy, and appreciate the world. And by plucking families out of their scheduled, screen-focused routines, the Zoo shifts perspectives, providing a refreshed appreciation for [wild]life and for one another. In short, “the Zoo changes you.”

This manifested in a brand platform, “Awaken,” that invites members and visitors alike to help make the Philadelphia Zoo the most innovative Zoo in the world, where coexistence of animals, people, and nature is respected and celebrated.

With the new brand narrative in place, 160over90 is now actively messaging the upcoming campaign. We’re crafting a case for support with the goal of inspiring audiences to “protect the naturehood” and protect the planet’s future by investing in—and through—the Zoo. We’re also shaping supporting communications and fundraising tools inclusive of print, digital, social, web, and video assets.

Results

160over90’s branding efforts are helping to keep the Philadelphia Zoo top of mind with members and visitors, and to solicit ongoing support—especially during the pandemic, which created serious financial strains on the organization while doors were closed for several months.

And per above, we’re setting the stage for the public launch of a capital campaign in 2023.

We began our partnership with the Philadelphia Zoo to develop a web landing page to promote Summer 2019 events/programming, as well as a longer-term initiative to redesign the Zoo’s website. 160over90 established new messaging and a creative look and feel to reshape the Zoo as a cultural entity and a neighborhood of its own within Philadelphia. Our efforts are helping drive visitation, memberships, and donations, as well as increase awareness and support of the Zoo.

160over90 partnered with the German discount supermarket chain Lidl to expand its footprint and penetrate the U.S. market for the first time. Lidl is the #1 grocer in Europe and the 4th largest retailer in the world with more than 10,000 stores throughout 27 countries.

Understanding the dramatic shift in grocery with the introduction of online ordering, delivery meal kit services, and new competition, Lidl knew that it had many challenges going into its U.S. launch. Therefore, they engaged 160over90 to develop a brand platform that translated the company’s already successful European philosophy to its U.S. stakeholders, distributors, and customers.

In order to communicate Lidl’s core value proposition of cheaper goods at a higher quality, we developed a brand platform centered around the idea of “Rethink Grocery™.” We saw an opportunity to view discount grocery differently, and to provide precisely what the American shopper was hungry for: change. Rethink Grocery™ is a call to action for shoppers to stop making the same compromises, to stop overthinking the price/quality equation, and to stop shopping at four different grocery stores to find one great deal. To, put simply, shop at Lidl.

Leading up to their Spring 2017 U.S. brand launch, 160over90 was an integral arm of the business, helping to make crucial decisions that impacted not just the design, but the customer and employee experience. We created everything from the HQ environmental design to shopping bags and employee uniforms to advertising campaign creative.

In addition to our brand building work,  160over90 also engaged with LIDL for their launch into the US market in a variety of executions including a redesign of their website.

SITUATION

DIY is trendy. But in the world of children’s birthday parties, play dates, and supersized snacks, do-it-yourself has somehow turned into outdo everyone else. SUPERPRETZEL (part of the J&J Snack Foods family) was ready to stage an intervention, getting back to snacking basics so families can get back to the good stuff of, ya know, spending time together instead of just spending time in the kitchen.

SOLUTION

To make SUPERPRETZEL and its line of frozen soft pretzel products top-of-mind among family grocery shoppers, 160over90 set about shaping a creative platform and campaign that speaks directly to moms.

The central idea—“We make the Pretzel. You make the Super.”—celebrates soft pretzels and how they play a part in the everyday amazing feats that moms and parents achieve with their families. Armed with segmentation research on buying attitudes and behaviors, we updated their packaging; gave their website a facelift; and launched an integrated national campaign across print, TV/video, digital, social, out-of-home, and in-store channels.

Some of our most out-of-the-box work came from a string of key market activations. We’ve helped SUPERPRETZEL embrace the official pretzel holiday of the year, National Soft Pretzel Month, in the city that loves pretzels like none other: Philadelphia.

In a quest to #snacktivate kindness, we took the #1 game-time snack to the #1 game of the year, the Super Bowl. With a little help from the Mayor of Flavortown himself, we recreated Guy Fieri’s childhood pretzel cart onsite in Miami at the 2020 game.

Our latest campaign launch took a twist and rolled out animated videos and digital media showing consumers that “you truly can’t be sad with a SUPERPRETZEL.”

RESULTS

Together, we’ve created big brand moments that not only keep SUPERPRETZEL top-of-mind, but get pretzels into the hands of consumers—because trial ultimately drives consideration. Our partnership at the Big Game with Guy Fieri got noticed, big time. We tapped the local mommy blogger community to earn 167 on-air mentions and 7 million social media impressions, and SUPERPRETZEL was a finalist in Adweek’s Experiential Awards.

From millions of impressions, video views, traffic to the website, and product sold, the momentum of SUPERPRETZEL keeps driving forward.

Classic brand and #1 frozen soft pretzel in the USA, SUPERPRETZEL wanted to redefine their message to appeal to the every-day mom. We collaborated with them to reimagine the brand which was rolled out across many platforms, including a revamp of their site.

Situation

Founded in 1992, Power Home Remodeling is an American corporation headquartered in Chester, Pennsylvania that provides energy-saving and environmentally friendly exterior remodeling solutions: replacement windows, siding, entry doors, roofing, attic insulation, gutter protection, and solar panels.

Over the paste decade, Power Home Remodeling experienced rapid growth under the tenure of Corey Schiller and Asher Raphael, the company’s current co-CEOs—increasing annual revenue from $100M to $700M in annual revenue. 

Solution 

In an effort to drive awareness and sales, Power Home Remodeling approached 160over90 to refresh the company’s brand narrative and visual identity. 

160over90 began with a Discovery phase to audit existing brand assets, and uncover key insights and anecdotes across the Power Home Remodeling community. Additionally, we conducted a competitive audit across the home remodeling landscape to better understand how organizations like Home Depot, Lowe’s, and Pella engaged with customers. 

From there, 160over90 distilled the Discovery findings into a new Brand Strategy centered on the idea of “Relentless Dedication To Improvement”—which embodied Power Home Remodeling’s commitment to its people, products, and sustainability efforts. 

We ultimately developed a new brand architecture and visual identity that encompassed Power Home Remodeling’s multiple services across windows, siding, roofs, and doors. 

160over90 also refreshed key marketing/communication channels across print, collateral, advertising, trade show booths, digital, social media, video, and a new website aimed at driving sales and recruiting new team members. 

Results 

Following the launch of the new brand platform, Power Home Remodeling’s internal stakeholders fully adopted the new brand identity, and implemented the visual expression across all marketing channels/touchpoints, and saw an increase in sales/recruiting through the company’s new website.

Power Home Remodeling wanted to redefine their brand identity and narrative to better depict the company’s mission and vision in order to connect emotionally with their customers and differentiate the brand from other competitive home improvement organizations. Power Home partnered with 160over90 on this initiative, which included a new website focusing on both sales and talent recruitment to achieve the goal of becoming the industry leader.

Ferrari approached 160over90, looking for a better way to tell its uber-exclusive story. And it wanted a new voice with which to tell it.

Situation

Enzo Ferrari once said, “Everyone dreams of driving a Ferrari; it was my intent from the start.” This may explain the two-year waitlist for every single model built in the Maranello factory. A very limited supply and an almost unlimited demand creates a challenge to identify additional revenue opportunities among its customers — one of the most affluent demographics in the country — and through its legendary motorsports programs.

Solution

We began by creating a beautiful custom typeface inspired by the highly stylized lines of the breathtaking automotive masterpieces themselves. We studied the 458 Italia, the F12 Berlinetta and the million dollar Enzo model, and crafted a limited edition font that became the vehicle in which we drove our narrative.

We told the Ferrari story through a suite of communications materials sent to Ferrari owners and dealers to promote Corso Pilota, Ferrari’s exclusive precision driving academy. We created custom badges for each level of the program to offer a premium identification system for drivers, instructors and staff. For participants, we created personalized welcome kits, a website housing in-car session videos and photographs, and a departing diploma gift.

In addition, we developed a video series to generate excitement and fervor around the Ferrari Challenge North America, the most popular one-make racing series showcasing the thrilling 458 Challenge EVO. We created custom illustrated medallions for each racetrack on the schedule.

Results

Every session of Corso Pilota sold out at all three venues: Circuit Mont-Tremblant, Quebec; Circuit of the Americas, Austin, Texas; and Corso Pilota On Ice, Circuit Steamboat Springs, Colorado. Our work not only helped Ferrari secure top-flight sponsors for the race but created unrivaled demand among drivers who have already committed to participate again next year. Most importantly, we were able to get under the hood and leave our mark on the most powerful brand in the world.