Increase brand awareness through emotive storytelling advertising.

Marketing Architects, 2025
Creative strategy, art direction, design

According to Mark Ritson and research from Accelero, creativity is the biggest ROI multiplier within our control. And research by System1 shows us that emotive storytelling achieves higher levels of attention and emotion, which is correlated to brand building effects.

For these reasons, I recommended prioritizing creative investment in high-reach advertising. I also integrated the “AND” theme from our Linear, CTV and social commercials to help reinforce those memory structures.

RESULTS:

Ultimately, we’ll measure changes in brand perception with a brand study at EOY 2025. The short-term results showed higher-than-average engagement and clickthrough.