Sling TV

To launch Dish Networks new streaming service, we tapped America’s distrust of cable companies and the way they treat their customers. In under two years, our ‘Take Back TV’ campaign catapulted Sling to 50% market share.

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60 Old TV CKSL1531 poster

Sling TV Bullies Old TV :60

Taking back TV

We also led Sling social media channels with irreverent content inspired by streaming TV culture.

Celebrating couch-life

Sling Couch Potatoes GIF

Camp + King built the Sling brand from top to bottom, including iconography and app interface design.


A visual lexicon for a digital disruptor

Sling Interface GIF

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Papa John's

After his now-famous hateful comments, the founder of Papa John’s was dismissed from the company. The brand then brought in new leadership and launched internal programs to promote diversity. But they needed a way to show the public that real change was being made. So, we leveraged a lifelong fan of the brand, Shaquille O’Neal, who became Papa John’s newest board member and franchisee, and helped spread our comeback message, “It’s a Better Day at Papa John’s.”

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Papa Johns Brand-Better-Day-Boardroom 30 Video 1920X1080 MP4 2019-08-27 poster

Papa Johns Brand - Better Day - Boardroom :30

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Papa Johns Brand-Better-Day-World 30 Video 1920X1080 MP4 2019-08-27 poster

Papa Johns Brand - Better Day - World :30

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Papa Johns Brand-Better-Day-Store 30 Video 1920X1080 MP4 2019-08-27 poster

Papa Johns Brand - Better Day - Store :30

A better day at Papa John’s

We tapped into Shaq’s massive social following to get the word out, reveal new menu items, and share funny skits starring the Diesel himself.

Shaq Attacks Social

We sent Shaq undercover as a Papa John’s delivery driver to surprise real people and help the brand have fun again.

Undercover Delivery Driver

The turnaround campaign led to tons of press, the brand’s highest stock price in years, and the biggest sales day of 2019.

A Comeback Story

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prAna

prAna wanted to reach a younger audience that was indifferent to traditional advertising. They needed a Conversationworthy idea that would make a bold statement and resonate with their audience. So we created the Dream Job initiative - a search for one brave person who was willing to publicly quit their day job, in order to chase their dream profession.

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Prana DJDJ – Prana Winner Queena Full H264

Prana DJDJ – Prana Winner Queena Full H264 poster

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Prana DJDJ – CKPR 1909 DJDJ LONGFORM 60 poster

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Prana DJDJ – Queena Quit PranaLogo

Prana DJDJ – Queena Quit PranaLogo poster

04 Queen Quit PranaLogo

Quit your job to change your life

Within a few weeks, the program earned over 50 million free impressions. The idea connected so strongly with our audience that over 2,400 video entries were submitted. On prAna social channels, fans of the winner will be able to follow her journey throughout the year.

Dream results

A woman speaking into a microphone in a field of sunflowers

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Energizer

Facing a decline in battery usage and struggling to stand out from the competition, the Energizer brand needed to reinvent. We started with a reboot of the company’s greatest asset, who happens to be one of the world’s most iconic mascots. Then we launched his new look across media channels where the brand had never appeared before. Within the first year, battery sales increased by 12.6%, solidifying Energizer as the top battery maker on the planet. 

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Fluffy Little Tail

Energizer Power Suit

Energizer Power Suit poster

Power Suit

Energizer-Naughty-Nice

Energizer-Naughty-Nice-poster

Naughty/Nice

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Energizer - Poof

Energizer - Poof poster

Poof

Bigger, better, bunnier

Even though people still loved him, the Bunny was starting to feel like a blast from the past. So we gave him a head to tail makeover for the high-def era.

Built from the paws up

To appeal to a new generation of fans, we brought the Bunny to platforms he’d never explored. We created the brand’s first global Snapchat Lens, iOS stickers, and YouTube :06 bumper ads.


The Bunny Goes Digital

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Insurgent Brands

We helped launch a revolutionary food industry incubator, and the parent of RXBAR, with their first visual identity and website. Working closely with the Insurgent team, we also defined the brand voice and built the foundation for the company positioning.

An image of a laptop with the Insurgent Brands website open

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Insurgent Site comp

Designing the future of better food

Insurgent hero

We created a life changing pop-up experience that embodied prAna’s adventurous spirit. This unique activation encouraged people to ‘try on’ an unforgettable experience, instead of clothing.

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01 PRNA0179000H Life Changing Room Long Form poster

01_PRNA0179000H_Life_Changing_Room_Long_Form.mp4

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02 PRANA LCR Acupuncture poster

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03 PRANA LCR Adventure poster

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Step inside a life-changing room

Stepping into one of our changing rooms challenged people to step out of their comfort zones. Using footage from the event, we created a social campaign that encouraged prAna followers to be more courageous in their own lives <a href="https://www.instagram.com/explore/tags/lifeispractice/" target="_blank">#LifeIsPractice</a>

Try on something less comfortable

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The team at Ugg wanted more men to give their shoes a try. But 65% of guys didn’t even know Ugg made shoes for men. And those who did, thought of Ugg as a female brand. To change their perception, we chose Ugg slippers as our Trojan horse, giving us a way to break into male closets and convince guys of the brand’s comfort appeal. To headline the campaign, we collaborated with two legends who earn their downtime: the Dude himself, and Ugg spokesman Tom Brady. Then we launched the campaign during Tom’s historic four-game NFL suspension, when he was famously sidelined on his couch.

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UGG Drones

UGG Dancing

UGG Trampoline

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Do Nothing in UGG

To support the launch, we integrated retail design, digital and social, and partnerships with NFL Redzone. We also created over fifty pairs of custom slippers for celebrity influencers, including Seth Rogen, Dwyane Wade, Rob Gronkowski, and others, earning thousands of free social impressions from those who posted their new kicks. After the launch, we saw a 20% rise in men’s sales and an 81% lift in conversation about the brand.

Partnerships and influencers

Finally, we partnered with stadiums across the NHL network to build the “Do Nothing Penalty Box,” a place where hockey players could kick back and put up their feet in the middle of a hockey game. The penalty box was mentioned continuously during broadcasts, as players entered and exited our branded Ugg experience.

The Do Nothing Penalty Box

Jeff Bridges plays guitar for Tom Brady on a couch in a modernist home

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Del Taco

While Del Taco isn’t number one in market share, they do have the freshest food in the category. To tell that story, we launched a campaign starring real employees, who mix, grill and slice around the clock to serve the freshest food you can buy from a drive thru. The campaign led to a 2.7% increase in overall sales in 2018—some of the strongest sales in the industry.


QDCZ000T1026H DT18P7 CHICKEN QUESADILLA SNACKER BEACH DIORAMA LEG CROSS 30 HD H264.noslate

QDCZ000T1026H DT18P7 CHICKEN QUESADILLA SNACKER BEACH DIORAMA LEG CROSS 30 HD H264.noslate poster

Beach

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Del Taco Hands Cabin 1008 3014 Master H264 poster

Cabin

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QDCZ000T1024H DT18P7 BRAND LAUNCH FRESH PREP MOTORCYCLE DIORAMA 30 HD H264.noslate poster

Motorcycle

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UNSLATED QDCZ000T1080H DT18 P10 ShreddedBeef 2for6 ComboBurritosFishing 30 h264 HD poster

Fishing

The hardest working hands in fast food

To support the launch, we gave Del Taco a bold new look that nods to their fifty-four-year history, with shapes and textures inspired by their SoCal heritage and Mexican roots.

A bold new look

To drive the campaign, we created the hashtag #FreshAsDel to let fans know exactly what Del Taco stands for in a tone that made people actually use it. We also doubled-down on our social media programs with Instagram contests, new Snapchat filters, and in-store activations inspired by the hashtag.

#Fresh As Del

Eau de French Fry is an artisan bar soap that smells just like Del Taco's world-famous fries. The bars sold out in just 11 minutes, and were listed on eBay shortly after for over $100. Eau de French Fry also got 310+ on-air TV mentions in less than a&nbsp;day.

French Fry Soap

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DISH Network

In an industry ranked last in customer satisfaction, Dish Network was looking to regain America’s trust. So we turned category convention on its ear, introducing a new kind of spokesman inspired by the company’s foundation story. We called him the “Spokeslistener.” The work helped win 2017’s J.D. Power award for exactly what was broken in the industry: customer service.

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DISH Remote (Old Friends)

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Holiday Special QDSH0437000H youtube1080 30 poster

DISH Holiday Special

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DISH Airport

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QDSH0428000H SANTA 30 110617 Broadcast poster

DISH Santa

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DISH Man Cave

Building a TV company people don’t hate

**We didn’t just want to show people that DISH was listening, we wanted to prove it.**

C+K created a new section of the website devoted to listening to customers (and acting upon it), and landed partnerships with other famous listeners, like Amazon&nbsp;Alexa.

The Spokeslistener sits in a living room chair with a Fox on his lap

Screen Shot 2018-02-16 at 9.22.10 AM

Prana designs sustainable apparel for travelers and adventurers. To help the brand expand their audience, we encouraged people to seek adventure in the everyday, and to embrace every moment as a chance to better yourself. On social media, we invited fans of our philosophy to share their own progress using #LifeIsPractice.

PRNA0029000H LostAndFound 30 H264 CKSite

A woman sitting at an airport terminal holding up a book titled 'Welcome to Mexico City'

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PRNA0039000H WorkInProgress 30 H264 CKSite poster

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PRNA0019000H LeaveAnImpression 30 H264 CKSite poster

Prana – Leave an Impression 30

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PRNA0079000H Ebb and Flow -30 H264 poster

Prana – Ebb and Flow 30

Prana SAOTY2019 FINAL

Prana SAOTY2019 FINAL poster

Prana Case Study SAOTY 2019

Life is Practice

**The ‘life is practice’ mantra has resonated with fans and followers, inspiring people from all walks of life to seek growth in the everyday.**



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RE/MAX

The RE/MAX logo is recognized around the world. But the brand’s visual identity hadn’t changed since the 70s. Camp + King led a massive effort to reinvent the look without losing brand integrity. Spanning 100 countries and over 100,000 agents, the new identity integrates across every touchpoint, from office locations and collateral, to digital, social, and the most recognized yard sign in history.

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RE/MAX Logo Comparison Video

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RE/MAX Rebrand Launch Video

A rebrand 45 years in the making

REMAX rebrand

Amazon

Many Millennials think Amazon Prime’s only perk is free two-day shipping, making them less likely to pay for the service. So, we showed them that Prime offers much more than they think—from groceries, to movies, to music, to two-hour delivery—making it a one-stop shop that simplifies their busy lives.

Amazon Yeti Supercut

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CKAP1007H Yay 30 Day Trial

CKAP1007H Yay 30 Day Trial poster

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CKAP1013H Light 30 Day Trial 15 poster

Amazon Prime - Light (Cat)

Prime to the rescue

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TIG is a bold new snack food contradiction––a savory bar that pairs wholesome ingredients with unexpected junk food flavors. So to spread the word, we created a launch plan packed with as much flavor as a TIG bar.
