For over 10 years DEAD AS WE KNOW IT has made products famous by building irresistible brand worlds.
Kraken – Ceramic Press Kit
PRESS KIT: CERAMIC 2018
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Zarco – Hang tag
ACTIVATION: HANG TAG
To create Zarco’s brand world, we turned conventional “hand-crafted” wisdom on its ear by designing a universe in which the best tequila is cloned in an immaculate lab.
Lola Belle – Zoetrope
ACTIVATION: LOLA BELLE ZOETROPE
We activated Lola’s retro-cool brand world with collateral from the golden age of (almost) moving pictures.
Acura – Press Kit
ACTIVATION: S.H.I.E.L.D. AGENT TEST KIT
We didn’t set out to create a bomb scare with this press kit promoting Acura’s sponsorship of “THOR,” but no one complained when it generated millions in earned media.
Dobel – VIP Box
ACTIVATION: DOBEL BOX
Shot by legendary rock photographer Danny Clinch, this campaign combined the two sides of the Dobel brand world: maestro and rebel.
Reyka – Pop-Up Book
ACTIVATION: POP-UP BOOK
We activated Reyka’s brand world with a beautiful pop-up book: the perfect expression of a brand character that seamlessly fuses dry wit with a dash of wide-eyed wonder.
Benham’s – Leave-Behind
ACTIVATION: BENHAM’S GIN LEAVE-BEHIND
Our activations for Benham’s build on the rich storytelling and legend-building of our above-the-line communications.
1800 – artist bottles
ACTIVATION: ESSENTIAL ARTISTS
We sourced and directed over a dozen modern artists for this campaign that brought 1800 to the cutting edge of culture.
The Knot – Book
ACTIVATION: THE KNOT BOOK
In the brand world of The Knot, the men know what to drink and how to do it — and they’re not shy about telling you so.
Hangar 1 – Kit
ACTIVATION: HANGAR 1 PRESS KIT
Targeted to press, trade and influencers, this activation established Hangar 1’s quirky tone of voice, hand-crafted ethos, and apothecarial look and feel.
Benham’s – Postcards
ACTIVATION: BENHAM’S GIN POSTCARDS
Our activations for Benham’s build on the rich storytelling and legend-building of our above-the-line communications.
Kraken – Launch Kit
LAUNCH KIT: PROOF OF EXISTENCE
To launch The Kraken, we created this keepsake box and sent it to the press. It got so much attention, the brand began selling them direct to consumers.
Dobel – Perry Ferrell Book
ACTIVATION: PERRY FERRELL BOOK
Shot by legendary rock photographer Danny Clinch, this campaign combined the two sides of the Dobel brand world: maestro and rebel.
Benham’s – Trading Cards
ACTIVATION: BENHAM’S GIN TRADING CARDS
Our activations for Benham’s build on the rich storytelling and legend-building of our above-the-line communications.
Dobel – Humito Box
ACTIVATION: HUMITO BOX
We activated the launch of Dobel’s mesquite variant with a bespoke gift served up inside a wood smoker.
Kraken – The Kraken Book
ACTIVATION: THE KRAKEN BOOK
This 80-page tome recounts the Kraken legend in horrifying detail. A decade after inclusion in the initial brand launch kit, The Kraken Book is still being sold to the public.
Kraken – Product Line
ACTIVATION: THE KRAKEN SUPPLY SHOP
Our product line for The Kraken expands the brand world and embraces the unexpected.
Kraken – Loyalty Program
ACTIVATION: KRAKEN LOYALTY PROGRAM
Less a loyalty program than a nefarious secret society, The League of Darkness reached 10,000 members in its first six months.
Kraken – Wrestle The Kraken
ACTIVATION: WRESTLE THE KRAKEN
We refurbished a series of vintage arcade cabinets to let consumers reach out and touch The Kraken – and reinforced the core brand story of STRENGTH in the bargain.
