Eddie. Set. Go.
We pitched Eddie Bauer with the idea of radical reappraisal of the brand. That meant no more people in mom jeans and flannel shirts sitting on Adirondack chairs by the lake. Eddie Bauer was an innovative outdoor clothing company with adventure at the core of their DNA. Just no one knew it.
We came up with "Eddie. Set. Go." as a rallying cry to get people to go out there and start living their own adventure. Not only did this concept win the pitch, they loved the idea so much that they produced the pitch-winning campaign.
The results? Eddie Bauer sold out of its two marquee pieces of outdoor apparel (both featured in the campaign). Brand consideration reached its highest point in decades, and Outside Magazine named Eddie Bauer as Outdoor Marketer of the Year.