SCENARIO
CAfrica Sports is a U.S.-based broadcaster that delivers premium sports programming through a network of free-to-air broadcasters in sub-Saharan Africa spanning 20 countries and reaching a combined 300 million consumers.
OPPORTUNITY
CAfrica acquired licenses to air some of the most thrilling sports content on the planet: NBA Basketball and the fanatically popular IIAF Track & Field Diamond League. To get the word out, the marketer needed a campaign that could capture the excitement of the elite sports action it was making available to viewers worldwide.
UPSHOT
LABOUR PARTY was tapped to develop creative concepts and copywriting for the awareness-generating TV push. Working with authorized video assets from both athletic leagues, we crafted high-intensity messaging for dual NBA and IIAF :30 spots that brought the athletic drama to life in full effect—encouraging CAfrica subscribers to tune in and get in the game, too.
SERVICES
+ Brand Voice and Attitude
+ Creative Concepts
+ Copywriting: Broadcast
CREDITS
Video Production: Postmodern Company
SCENARIO
From its roots as a dusty pioneer town in the high desert, Denver has evolved into a modern metropolis complete with world-class dining, entertainment and nightlife. And nothing showcases the Mile High City's more cultured side better than the Denver Center Theatre Company: the hottest ticket in town for all things performing arts.
OPPORTUNITY
To cast a light on its upcoming season of live-play productions, DCTCo was in the market for a broadcast campaign to get Denverites—and millennials in particular—intrigued about the theater as a new and different way to spend an evening out with family or friends.
UPSHOT
LABOUR PARTY provided scriptwriting for "A Night Out," a gorgeous :30 spot from Postmodern Company. Blending illustration with motion graphics, the commercial captures two worlds—the artful elegance of theater and raw electricity of Denver after-dark—colliding into a singular entertainment experience that’s beyond worth the price of admission.
SERVICES
+ Copywriting: Broadcast
CREDITS
Video Production: Postmodern Company
SCENARIO
Synonymous with unparalleled quality, accuracy and reliability, GLOCK is carried by approximately 65% of law enforcement agencies nationwide and is a long-trusted pistol of the U.S. military.
OPPORTUNITY
Building on its fierce loyalty among our nation's defenders and civic protectors, the brand sensed an opportunity to bolster its consumer base by showcasing GLOCK superiority for personal uses—including self-defense, home protection and competitive sport shooting for men and women alike.
UPSHOT
LABOUR PARTY was tasked with writing multi-channel copy for GLOCK’s consumer-facing "Confidence to Live Your Life" ad campaign. Through raw, stripped-down writing grounded in reality (an about-face to the hyped bravado common to the category), our messaging helped to make GLOCK Confidence and Safety relatable and approachable to everyday people from all walks of life.
SERVICES
+ Brand Voice & Attitude
+ Campaign Concept & Strategy Summary
+ Copywriting: Print, Website, Online Videos
CREDITS
Client | AOR: Leader Enterprises
Video Production: Hybr-ID Design
SCENARIO
Redstone College (recently renamed Spartan College) is a premier trade school specializing in accelerated-track education for electronics, new energy, aviation maintenance, and other hands-on degrees in fast-growing, 21st-century fields.
OPPORTUNITY
In a sea of formulaic tech school advertising, Redstone wanted to break from convention by connecting with prospective students in an authentic yet unexpected way that tapped into their innate passion for making and doing
The caveat: To stretch the college’s modest budget to the max, the new TV production would have to repurpose existing Redstone video assets in lieu of live shoots—while still delivering creative that felt custom and high-quality.
UPSHOT
LABOUR PARTY concepted and wrote a multi-spot broadcast campaign that eschewed the ubiquitous testimonial style for a more concept-driven approach. Featuring stylized copy with a rally-cry tone and rapid-fire, staccato cadence, each ad presents a different Redstone degree program as a personalized path to achieving more than just another job—but a rewarding full-time profession for for life.
SERVICES
+ Brand Voice & Attitude
+ Creative Concepts
+ Scriptwriting
CREDITS
Video Production: Postmodern Company
SCENARIO
The iconic Original Permanent Marker, Sharpies can be found in virtually every household and bookbag with untold uses, from labeling and note-taking to making signs and creating art. And while proud of its “everyday, all-purpose” reputation, the brand felt it was time to reboot its image for a new generation.
OPPORTUNITY
The marketer’s in-house team did just that in developing a fresh, “Bold and Daring” positioning that lifts Sharpie’s role beyond the utilitarian to something more profound: A tool for fearless and unapologetic self-expression.
To help breathe life into this defiant new attitude across a spectrum of Sharpie brand and product messaging, the marketer called on LABOUR PARTY.
UPSHOT
Following a series of brand voice treatments to dial in the perfect copy tone with just enough edge and drama, we set to work writing the all-new Sharpie website including brand stories, product descriptions, and a DIY tutorial series that offers Sharpie fans fun project ideas to #UncapthePossibilities and make their own bold mark on the world.
SERVICES
+ Brand Voice and Attitude
+ Copywriting: Brand, Product, Digital, Retail
+ Copy Standards Guidelines
CREDITS
Client | Marketer: Newell Brands
