A True Classic.
Summer Classics was ready for a transformation. With a storied, half-century past of creating quality outdoor furniture, the brand was beginning to feel stale. What started as a new logo transformed into an entirely new brand voice and position built on key strategic insights we found through primary research.
During that research we found a nugget that really resonated – across the entire outdoor furniture category, there wasn’t a single definitive leader. So we asked the question, “why not us?”. With a new brand in tow, we created a campaign that hinged on our heritage and placed us at the center of the conversation as the iconic, classic outdoor furniture brand.
Digging into this historic brand, we explored the idea of what it truly means to be a classic - something that transcends objectivity and opinion and is wholly regarded as the perfect version of itself. As we sought the answer to this age-old question, the answer lied right under our noses and in the name of the brand itself. We didn’t need to become a classic – because we already were.
This campaign piques that sense of nostalgia we all have for timeless classics and places the Summer Classics brand where it belongs… right alongside them.
The Shiny Stuff.
I don’t do it for the awards, but I’d be lying if I said it didn’t feel good to get them. This campaign took home some silverware (and a little gold, too, for that matter) at both regional and national award shows, including:
