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
- The Integer Group
- Comedy, Copywriting, Creative Direction
- Viral Films, Websites
- Project Industries
- Packaged Goods