“AND” positioning campaign
Increase brand awareness through positioning-based emotive storytelling advertising.
Marketing Architects
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 investing in creative for our high-reach advertising. This recommendation became a key point in our 2026 Marketing Plan, opening the door for emotional storytelling to build and reinforce memory structures around our “AND” positioning.
Brand social ads earned an impression lift of 56% and 89% by segment, driving a 26% and 42% reduction in CPMs YoY.
Adweek campaign:
Digital campaign:
