The Brief
We won the account in August. By November we were moving production partners across three continents.
We won the account in August and had to prove ourselves immediately. No six-month brand audit. The first project was a winter push that had to break through in weeks, followed by a full brand repositioning built on the one asset nobody else could claim.
The Insight
Every competitor sold the beach. We found the water underneath.
Every competitor sold the beach. When we stripped the category back, the thing that gave Lauderdale its pulse was the water underneath it all — the canals, the boats, the movement. That’s the territory nobody else can claim.
The Work
Break Free proved we could deliver. Then we repositioned the whole brand.
Break Free launched with a 3D anamorphic billboard in Times Square and a heated pop-up in Chicago where people physically shattered winter. Then we earned the keys to the brand. AI-mapped category composites proved the Sea of Sameness. The answer was the water — the canals, the boats, the movement. "Never Lose Your Splash" launched on New Year’s Eve in Times Square.
We didn’t sell a destination. We delivered the brand promise in real life.
The Results
Likelihood to Visit
Visitation Lift
Break Free launched with a 3D anamorphic billboard in Times Square — “The Cube” — and a heated pop-up in Chicago’s Pioneer Court where people physically shattered winter. 150K people stopped. Then we earned the keys to the brand. AI-mapped category composites proved the Sea of Sameness. The answer was the water. “Never Lose Your Splash” launched on New Year’s Eve in Times Square during NYE Live with Anderson Cooper and Andy Cohen.
My Take
The Sea of Sameness is real. The only way out is to find what’s already yours. AI helped us see the pattern, strategy helped us name it, but instinct found the current running underneath. We won the account. Then we earned the brand.