Industry
Education
Channel Mix
Visual Identity System & Brand Positioning
Social Strategy & Content Creation
OTT & Streaming Ads
Radio & Audio
Packaging Design
Read the case study below
Learning to read isn’t just about what kids can achieve in school—it’s about all the places words can take them.
Brand Challenge
Hooked on Phonics has been helping kids learn to read for 40 years. Their TV campaign in the 90s and early 2000s earned them a storied reputation among Millenials. But among Gen Z parents, brand recognition was almost non-existent?
How could a new 360 brand campaign reintroduce them to the next generation of American parents?
Marketing Objective
Create an upper to mid-funnel campaign, with the goal of improving brand awareness. We were able to take this brand from nostalgic legacy brand to the modern parent's partner in literacy.
Creative Solution
When we arrived at the brand tagline, “Where will words take you?” we asked ourselves what the story of a single word looks like through the eyes of an early reader.
Maybe she encounters a word for the first time. Maybe she sounds it out. Maybe it takes a few tries. But after that, her world starts opening up. The word would pop up again and again throughout her education, her career and her life– each time with different contexts and meanings.
So for the spot, we took a non-linear,impressionistic approach to storytelling. We layered images and sounds over one another to show how a single word—and the ability to sound it out—unlocks unlimited potential. We created the impression of a rich life– through the lens of learning a single new word.
