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The Museum of the Obvious

The right kind of creative risk can bring new life to established brands. This was what the Museum of the Obvious was all about. The premise was simple. Duracell’s new rechargeable battery (which came pre-charged) was such an obvious advancement that it belonged in a museum of obvious inventions. So we made one. In addition to launching the new products—this disruptive idea also influenced how our clients defined the position and persona of the brand. Shortly after the website launched, Duracell revised its brand position from “Trusted Advisor” to “The Enthusiastic Engineer of Amazing Possibilities.” For me, it was exciting to see how a creative idea can influence the positioning and DNA of an iconic brand.

Project Roles
Copywriter, Creative Director
Company
The Integer Group
Skills
Comedy, Copywriting, Creative Direction
Media
Viral Films, Websites
Project Industries
Packaged Goods
The Museum of the Obvious