the challenge Next Door & Window is a titan of window and door replacement, a paragon of quality and service. But in a saturated market, prospective customers were looking through them, rather than at them.the solution Open the door to new clients by creating...
the challenge Oswald’s, Naperville’s oldest family-owned-and-operated pharmacy, has been a constant for families throughout the last 145 years. But as the store changed ownership to the next generation in the middle of a pandemic, they needed a new script to lead the...
the challenge Before America could run on Dunkin’, the Midwest market needed help to turn a Boston import into a hometown hero.the solution For over 20 years as a prolific Dunkin’ partner, we’ve perked up brand loyalty and kept excitement brewing in 53 markets all...
the challenge As economic development hit western Des Moines, investors largely ignored the City of Altoona, just to the east. They perceived it as a “small, sleepy town”, failing to see the potential just beneath the surface. But this wasn’t a boom waiting to happen:...
the challenge Tall order: take a 140 year old hardware brand, and honor its legacy while simultaneously swinging it into the future. Then, we heard a story about a 92 year old piece of hardware made for the Rockefeller family that still works like it’s brand new. the...
the challenge Scientel Solutions is up there with the world’s leading innovators, delivering high-tech solutions like Drone Defense and Smart City Infrastructure. They’re basically the James Bond-meets-MacGyver of tech companies. Unfortunately, when we first met them,...
the challenge “The Homestead” was ready to grow into a national autism organization, but the market perceived them as “small-time” and “local.”the solution Through emotional branding & strategic implementation, MACLYN rebranded the organization as “Balance Autism,”...
the challenge As a leading business-and-technology innovator, Avanade thrives on change – changing norms, changing technology, a changing world. However, all that change made it difficult to define their identity. They needed an answer to the question: What is Avanade...
the challenge IMRIS was a life-saving surgical revolution with a limited market perception. But their perceived value as “just a tech company” was costing more than just revenue: it was time to remind the world what mattered. the solution MACLYN created “For the Human...
the challenge LABS had an awareness & perception problem. The target market perceived them as “intimidating” and “elite,” while their unique location hid them from public view: literally and figuratively.the solution We gave the gym some sick gains with “Chase Your...
the challenge BrownWinick is a law firm headquartered in Des Moines, Iowa, home to some of the most respected attorneys in their respective fields. But in law, as in life, you’re only as good as your reputation: BrownWinick needed a new brand that lived up to theirs....
the challenge PAC-MAN Entertainment is an interdimensional realm of 8-bit awesome, boasting an arcade, bowling, full service restaurant, office meeting spaces, sports bar and more. BANDAI-NAMCO, (creators of the iconic ghost-chomping PAC-MAN) needed to broaden the...
the challenge Choose DuPage is the economic development alliance for DuPage County, Illinois. A public/private partnership between business and government leaders, their collective mission is to foster a business-friendly community while growing, attracting, and...
the challenge CITYGATE offers rich experiences to customers in its six unique entertainment venues. But it was considered a corporate, black-tie brand – making it difficult to attract a younger crowd.the solution We brought together the campus’ 6 separate entities,...
the challenge The Iowa Finance Authority makes life better for Iowans. It’s that simple. The problem? In 2015, most people had no idea about the organization’s statewide programs – or their impact.the solution We approached sometimes serious subjects with fun,...
the challenge Wannemaker’s Home and Garden is Chicagoland’s best garden and home boutique – but as they looked to expand their customer base, the community pillar needed a fresh brand that was relevant to today’s customers while still honoring their roots.the solution...
“Cinematic Advertising” is Reshaping the Consumer Battleground.
Nexus Studios brings a concept to glorious, animated life in “The Story of an Idea.”
This year’s ADDY Awards more closely resemble the Cannes Film Festival than an advertising show.
Complex characters. Sharp dialogue. Action, drama, romance. Scenes that have parents covering their children’s eyes, alongside expensive, Pixar-quality animations that have audiences reaching for the tissues.
Hollywood-quality advertising is nothing new, but this is different. The nature of the branded film has evolved. The production values are higher, as is the narrative quality.
Much of this content is long-form, asking audiences to invest 20 minutes or more to an advertisement. That’s a daunting challenge. And there’s only one way for brands to achieve it: Craft compelling stories – textured, emotional content that stands on its own as a valuable addition to the zeitgeist.
Gone are the days of positioning a Coke within frame and calling it an effective ad.
Leo Burnett weaves a stunning (and lengthy) narrative with the 20-minute “Danielle.”
In 2018, agencies are crafting rich narratives, where the branding functions as a subtle undertone, rather a jarring interruption. The reward is lucrative.
Compelling, branded storytelling is now some of the most shared content on social media. It’s successful, because it’s authentically engaging. These films aren’t hiding the fact that they’re advertisements. They aren’t pretending to be something else. They aren’t “going undercover” to trick the consumer into watching them. Instead, they present a story that genuinely demands to be shared, and audiences in 2018 are more receptive to this breed of content than ever.
“You’re telling stories that are truly compelling. But, at the root of that story, you have your brand. That’s an important connection. Fall in love with the narrative, and you’ll fall in love with the brand behind it.” – Jay Paonessa, Vice President and Creative Director, MACLYN
Droga5 tells a timely story about the value of journalism in “The Truth is Hard to Find.”
This marks a shift – in terms of possibilities, but also standards. Today’s consumers are more willing than ever to engage with branded content, but they’ve also raised their expectations.
They demand branding that crafts their cultural mythos, rather than merely appearing in them.
They invest in companies that create entertainment, rather than interrupt it.
They follow brands that don’t just shoehorn themselves into a story.