Dead Ends is where the work goes when it doesn’t make it out. Some of the best thinking. Too good to ignore.
Dry January
Maker’s Mark
Insight: Dry January signals a shift. Drinkers are stepping back, not stepping away.
Idea: A Dry January bottle from Maker's Mark. Kentucky water, sealed in red wax. Same presence. Ritual intact.
The Valley Trail
Valley Health
Insight: People in the valley think great healthcare is far away. In reality, Valley Health is closer than they realize.
Idea: A parody of Oregon Trail where surviving is almost too easy. Every setback is met with nearby Valley Health care, helping players make it all the way to 100.
Bourbon City
Louisville Tourism
Insight: People don’t travel for what a place is called, they travel for what it feels like.
Idea: Use the textures of Louisville to sell it as a destination.
Fat Cats
LG&E
Insight: People already have a version of the power company in their heads. It’s just not the real one.
Idea: Make the myth real.
Stop The Spiral
Valley Health
Insight: When access to healthcare feels far away, people fill the gap with search results.
Idea: We'll position Valley Health as the search that actually leads somewhere.