Responses by Ryan Kutscher, founder/chief creative officer, Circus Maximus
Background: Mack Weldon hired us to help craft its first OOH campaign. The goal was to highlight the advantages of the product while maintaining the brand’s hallmark humility. We wanted to reach men who are of an age where flashiness and trendiness gives way to timeless style and function.
Reasoning: The goal was to juxtapose the Mack Weldon attitude with our current hot take on the Look at Me Culture. Humility feels like it is in decline, but we wanted to remind the world the power of being the strong, silent and capable type.
Challenges: There’s an inherent tension of using an advertising platform and maintaining humility—solving for that was the biggest challenge.
Favorite details: Mack Weldon has focused mainly on product-oriented messages, so this was a big step towards telling its brand story along with the product message.
Specific demands: It always comes down to timing, and there were some media considerations here.
Anything new: Our process is to test our creative in digital and social, and to analyze and optimize before investing in a somewhat less attributable media. We recommend this to all of our clients, and it certainly helped us learn which creative was performing best before committing.