Post by Ryan Craig

Creative direction for brands that deserve to be famous but aren’t...yet. $1 Billion Exit. 2 Million Views In A Month. 500% Sales Lift In A Quarter.

The CEO of Columbia Sportswear, Tim Boyle, is a smart guy because he realized that all the performance nonsense that dominates, well everything, is a surefire road straight to Samesville. He knew he needed to get sales up, but he also knew that performance wasn't the answer. So what did he do? Hired the fine folks at adam&eveDDB and came up with the Flat Earth spot - link in comments. Yep, good old fashioned unmeasurable brand building. Yes it's fun. No, there's no discounts or calls to action and yes it works. Who knew? You can also hear him talk about this and more on the Problem Solvers podcast - another link in comments. Build your brand. Have fun doing it and make a lot of money. God what a concept.