I haven’t clicked on a banner in over a year, but this morning I did. I have to say kudos to Gerber, Farm League and anyone else involved. Was it great contextual advertising or random I’m not entirely sure, but the targeting was spot on and for once, appreciated. It’s a great example for other brands in the outdoor industry.
My first email of the day had me off reading The Lives They Lived by the only two writers I probably know by name at ESPN, Mary Fenton and Megan Michelson, about the tragic avalanches over the past year. A great article and very personal to many of us in the area.
The combination of context with the article, imagery, the tagline “unstoppable” and “play film” intrigued me. Finally, the fact it was on ESPN and they’ve been known for an entertaining piece or two helped. I’d missed the Unstoppable campaign to this point. It’s very targeted and not intended to work for a lot of people, as it should be.
This took me to the “hello trouble” piece. 20 minutes later I’ve checked out the whole campaign and have even run off an looked other work Farm League has done. They definitely entertained and have me thinking about knives and Gerber. I won’t go into the intricacies of what makes it good, but I’d love to hear what people think.