Thorne: Build To Last
Brand Campaign, OOH
Brand Campaign, OOH
An evocative, story-driven, global campaign that draws parallels between Thorne and the Wades' pursuit of excellence. âBuild to Lastâ showcases Thorneâs âno shortcutsâ approach to lifelong wellness, in parallel with the health and wellness journey of three-time NBA Champion, Dwyane Wade and his son, Zaire Wade.
Role: Design
Role: Design
The Ask
Thorne was looking for a compelling awareness campaign that propelled their luxury status by empowering people to live longer, healthier lives. They were looking for record engagement, high impressions, and to become better known as a trusted wellness partner by driving new consumer acquisition.
We answered this with our campaign platform âBuild to Lastâ that resulted in record engagement levels outperforming target goals for both impressions and eCPM.
We answered this with our campaign platform âBuild to Lastâ that resulted in record engagement levels outperforming target goals for both impressions and eCPM.
An Integrated, Global Campaign
The campaign launched with a comprehensive set of video and still assets including two :30 hero spots and three :15 routine videos across digital out-of-home (OOH), connected TV, display, paid search, YouTube, social media, and influencer marketing. The global campaign was active in 12 markets including New York, Los Angeles, Miami, Beijing, and Shanghai.
Results
Thorne experienced record engagement levels with the campaign outperforming target goals for both impressions and eCPM. OOH + CTV Impressions were 317M, social impressions were over 75M, and earned media impressions hit 1.2 billion with 35+ pieces of earned media coverage.
Completed at BUCKÂ (NY). For full credits, visit BUCK.CO
Executive Creative Director: Ben Langsfeld
Executive Producer: Kin Stephens
Creative Director: Emily Simms
Associate Creative Director: Mollie Ableman
Producer: Andre Araujo
Production Coordinator: Alex Belsky, Olivia Grady
Art Director:Â Doug Hindson
Brand Strategy Director: Marla Moore
Brand Strategist: Tina Surelia
Copywriting: Brooke Kessler, David Evans
Storyboard: Rodney Lambright
Design: Codie Chang, Lucas Ramos, Nikko Gary, Sam Lee, Emilia Tonello
2D Animation:Â Dan Cantelm, Hannah Sun, John Flores, Kye Griggs, Sebastien Camden
Editor:Â Cameron Kelly, Oliver Lin, Pete Szijarto, Randy Rubin
Post Production Supervisor:Â Jose Fuentes
Executive Creative Director: Ben Langsfeld
Executive Producer: Kin Stephens
Creative Director: Emily Simms
Associate Creative Director: Mollie Ableman
Producer: Andre Araujo
Production Coordinator: Alex Belsky, Olivia Grady
Art Director:Â Doug Hindson
Brand Strategy Director: Marla Moore
Brand Strategist: Tina Surelia
Copywriting: Brooke Kessler, David Evans
Storyboard: Rodney Lambright
Design: Codie Chang, Lucas Ramos, Nikko Gary, Sam Lee, Emilia Tonello
2D Animation:Â Dan Cantelm, Hannah Sun, John Flores, Kye Griggs, Sebastien Camden
Editor:Â Cameron Kelly, Oliver Lin, Pete Szijarto, Randy Rubin
Post Production Supervisor:Â Jose Fuentes
