Nick Spinner
strategist
brand
Case makes knives that are designed for integrity. While most of their products are folding pocket knives, they also make some larger knives. But each and every knife is a tool that is well made for good use. They are not weapons. They exist to help people help others. And most importantly, Case believes the hands that use them deserve better than to be left idle.
client ask
Campers use knives. How can we get them to take Case knives on their camping trips?
audience
Well, there are many different kinds of “campers”. Bushcrafters are too intense for us. Glampers are… I mean, is that even camping? Car Campers, however, are right in the sweet spot of the Camper Continuum:
Car Campers
Represent the largest segment of US campers – 68% (27.7 million of the 40.5 million US campers) 2017 American Camper report by Coleman Industries
Looking for gear that’s the real deal but still approachable to a non-expert camper
Seeking the versatility and accessibility of a pocket knife
Packing a knife makes them feel prepared for any number of tasks a camping trip may throw their way.
insight
A misfortune in daily life becomes an opportunity for triumph when camping.
And a knife is eager to help a camper see it all through.
Strategic focus
A Case knife is an invitation for ingenuity.
creative
We made a book to get you out of any sort of camping jam. It’s everything you need to know if you don’t have everything you need.
Facebook restricts advertising knives on its platforms. But that’s okay. Who needs social advertising when you can have Logvertising, ads you’re supposed to light on fire.
We set these branded bundles of firewood at outdoor stores near large national parks.
AD | Kristi Flango
CW | Sarah Weigl + Colin Lapin
Designer + Illustrator | Howard Shows
CD | Colin Lapin + Tim Cole