refuse to stay down

The Insight: Survival is refusing to accept the verdict of circumstance.

The idea: Show resilience through symbolic images of survival.

OOH

Messy? Yeah. Hard? Yeah. A reason to quit? No.

The Gauntlet

Experiential

An in-store obstacle course designed to put resilience on display.

Beat the course? Here’s your reward. You earned this shit.

For the spot — we kept the truth, but let it breathe a little.

(pretend this wasn’t poorly animated and voiced by me on the family computer.)

Everything by Billy Klepper.