Curmudgeon Group Company Brief

Experiential Brand Campaigns
Ideation
Brand Strategy
Impact Production
Chicago + New York
312 925 1750 phone
curmudgeongroup.co
hello@curmudgeongroup.co

Curmudgeon Group is a creative firm specializing in
the ideation, strategy, and executive production of
experiential arts and social impact brand campaigns.
Our mission is to add disruptive and measurable
impact to brands by augmenting digital and social
marketing strategies, merging the public and arts
sector with experience design, impact production,
and traditional advertising.
By building strategic parterships across a range of
industries, we design and execute unique, disruptive,
and holistic initiatives that drive public innovation,
keep brands top of mind, and inspire audiences to
create the world in which they seek to live.
our
mission
© 2015 Curmudgeon Group LLC | curmudgeongroup.co

Traditional advertising is outdated, uninspiring, and
retired. We can do better.
Audiences and brands are increasingly mobile and
fixated on the fleeting brand image, while simultaneously
driven by underlying social values of sustainability,
diversity, and accountability.
In a world where teenage startups compete against
industryleadersfordollarsandattention,itisallthemore
imperative that brands hone their identity and seek out
fresh, creative, unexpected avenues for reaching niche
demographics.
the
problem

strategy
Our approach to ideation brings together
strategic, creative, and analytic thinkers
for a series of co-creative workshops and
conceptual brainstorming.
We believe the best results come from a
casual, energetic collaboration between
strategic brand leaders and creative
minds, giving stakeholders room to voice
their ideas and objectives, to gather
inspiration, and influence
future outcomes.
Some agencies think of big ideas. We
make big ideas come to life. As executive
producers, we provide strategic and
creative oversight to each campaign,
implementing the necessary distribution
channels and partnerships to ensure that
our deliverables surpass expectations.
From publications to case studies,
surveys, analytics, and digital content, we
provide post-campaign analysis to help
you and your team track the immediate
and long-term impact of creative and
brand investments.

Our brand experiences inspire the public to build the
world they imagine living in each day. Our campaigns are
idea and content toolkits, feeding the creative dialogue
between brands and the public, challenging audiences to
use their imagination while lifting brand loyalty to new
heights.
activate
the
public
Innovation is not just a word - it’s a long term investment.
In the age of one-off events, tradeshows, concerts, and the
shortsighted, disconnected user experience, we provide
long term impact and brand loyalty through the
investment in and execution of multi-faceted, fresh and
socially connected experiences.
innovate
+
invest
produce
impact
Combining brand strategy with an in-depth look at the
challenges facing global communities, we work closely
with clients, employees, stakeholders, and the public to
address the issues that are most relevant, resulting in
desired and measurable impact.
As we move toward becoming a B-Certified Corporation,
we join a global business community that emphasizes
social transparency, accountability, sustainability, and
impact production.

women
owned
Ourleadershipteamiscomprisedofwomeninthefieldsof
service, experience, and product design, advertising,
creative direction, executive production, the arts, and
education, with over 60 years combined experience
working across the U.S. and overseas, including China, the
Americas, the U.K., and Europe.
The average adult spends over 11 hours each day on
digital media platforms. We draw on the intersection of
public and private space to create impact through the
production of socially and emotionally relevant content,
with experiential platforms such as live performance,
interactive media, urban design, place-making, and
exhibitions.
We are experts at augmenting digital media by creating
truly artistic campaigns that help brands to rise above the
clutter of an overly stimulated marketplace.
augment
digital

creative
services
Visual
Fashion
Urban Planning
Experience Design
Design
Robotics
Film + Video
Interactive Media
Projection Mapping
Audio + Music Composition
Media
Pop-Up
Installation
Site-Specific
Place Making
Museum Exhibitions
Public
Theatre
Live Performance
Dance + Choreography
Performance

w w w . w a k e u p w a l t z . c o m

w w w . f a n t a s m a c h i c a g o . c o m
© 2015 Curmudgeon Group LLC

for profit
for good
We are driven by purpose
and the belief that sharing your
vision makes the world a more
fruitful place.
We ignite impact
by tapping into the imagination, a
sense of humor, patience, humility,
and an open mind.
We create content
in optimal environments where
ideas and people thrive as one.
We take creative risks
investing in passion, trusting our gut
and experience, and hunting for
difference.
We stay accountable
to ourselves and to the world
through strategic, environmental
transparency - considering every
stage of impact.
We find comfort
in asking all the “wrong questions.”
We advance change
each day in ourselves, in others,
and in the world.
We thrive on partnership
working with stakeholders, creative
gurus, clients, and communities whose
social, cultural, and environmental
values align with our own.

R I C H T E R
S T U D I O S
THE HIGHLINEWORLDWILDLIFEFUND
A l v i n A i l e y
UCLAJoel Hall Center for Dance
K I N D L I N G G R O U P
s a i c
T H E
S I M P L E
G O O D
RhodeIslandSchoolofDesign
T r u s t f o r P u b l i c
L a n d
S E A D
D E N V E R
OPERA GUILD
americanicetheatre
S C A D
LincolnPark BoatClub
table xi
MarkMorrisDanceGroup
New York University
S E E 3 C O M M U N I C A T I O N S
BAM
GoogleOrg
B R O O L Y N C H I L R E N ’ S
S u n n y s i d e S h i n e s M U S E U M
J a z z a t L i n c o l n C e n t e r
T H E N EW SC H O O L
FJORD
BlackTechMecca
CIVIC
HALL
YR&G
O N E D E S I G N
C O M P A N Y
S H E D D
a q u a r i u m
RiverNorthDance
B A R N A R D
C O L L E G E
© 2015 Curmudgeon Group LLC
The Field Museum of Natural History
MIT

Our clients are a blend of emerging brands, NGOs, and multi-national brands with an
average of more than $1 Billion in annual revenue and a minimum of $50 Million in
annual marketing budget.
The common denominator between our clients and partners is a dedication to investing
in new platforms for innovation, creative communications, and experiential brand and
advertising strategy.
We are especially drawn to the following areas of impact:
clients
+ causes
Conservation Health Education

the team
Josie Davis, Founder & Chief Creative Officer at
Curmudgeon Group, holds a Master of Arts in
Performance Studies from New York University and a
Bachelor of Arts in Music and Vocal Performance from
the Colorado College, and has trained and performed
extensively in theatre and opera across the U.S. and
Latin America. Over the past decade, she has taught
music and worked as a magazine editor while
independently producing public works in dance, film,
and media. Josie has lectured with Stanford University,
Colombia College, New York University, and the
National Science Foundation, and received notable
press by ABC News, The Chicago Tribune, and Step By
Step Productions. Josie is a member of the Board of
Directors at Kindling Group and a Partner in
Conservation with the World Wildlife Fund.
Whitney Hewitt-Stanton is the founder of Gatz
Optimize, a social media consulting and marketing
agency helping businesses to realize their full online
potential with cost effective solutions. With a BA in
business management and advertising from
Clemson University and over ten years in
marketing, event planning and communications,
Whitney puts her skills to work for both small
businesses and fortune 500 companies. Whitney
joined Curmudgeon Group in 2014, spearheading
digital media strategy and operations.
josie elizabeth davis
chief creative officer
whitney stanton
marketing strategist
advisors
irenie poitras
experience design account director
acquity group, accenture
rick colby
chief male officer
colby agency la
bob ryan
partner + executive coach
shields meneley partners
mark lehmann
chief executive officer
slamAd

case
studies © 2015 Curmudgeon Group LLC | curmudgeongroup.co

executive summary
Targeting millenial women ages 17 – 30 at the 2016 Rio Olympics, interactive visual displays will appear on the
outside panels of public transit (buses, subway cars, station overhangs). When standing in front of a panel or
window display, people are faced with reflections of themselves in Under Armour.
The key concept behind this campaign is to build Under Armour’s international presence as an athletic apparel
and retail brand that taps into a person’s potential as an athelete and as a person. The campaign shows how
Under Armour supports women for the long haul, emphasizing how Under Armour apparel helps women (and
men) to become stronger and healthier versions of themselves. In a partnership with public transit and with a
debut at the Rio Olympics, this campaign targets a younger, female, international demographic that collectively
falters with self-image and financial independence.
under
armour
sam
ple

the challenge
While continuing to grow as a global company in
athletic apparel, Under Armour maintains a critical
weakness in developing international brand
awareness that matches that of competitors such as
Nike and Adidas.
With over 90% of revenue in North America, Under
Armour has opportunities for expanding global brand
recognition through their upcoming presence at the
Rio Olympics, implementing its approach to
innovation through disruptive, experience driven
campaigns.
the solution
Under Armour sought a highly visual, public
campaign that could speak across cultural and
language barriers at 2016 Olympics in Rio de
Janerio. Rather than creating a campaign specific to
elite athletes, Under Armour considered ways to
engage younger, female consumers by tapping into
their unique athletic potential, strength, and
exposing the passion, courage, drive, and innovation
behind each person who chooses Under Armour as
their apparel of choice.
This experiential and interactive campaign connected
the brand with healthy perceptions of female identity
and confidence, increasing UA’s global brand
recognition into Latin America and taking full
advantage of their Olympic presence.
about the client
Founded in 1996, Under Armour is an athletic apparel and retail company serving elite athletes, teams, and
everyday consumers with apparel, footwear, and accessories worldwide. Under Armour has revolutionized the
sports industry through prototypes for athletic apparel made from tight fitting, moisture-wicking and heat
dispersing synthetic fabrics. The mission of Under Armour is to make atheletes better through the passion,
design, and relentless pursuit of innovation.
tagline
Along For the Ride
location
Rio De Janiero, Olympic Games 2016
demographic
Millennial Women, 17 - 30
sam
ple

tags
Interactive Media, Projection,
Holographic, Design, Fashion, Retail, Public
Transit, Bus, Subway, Visual Display, Body
Image, Aesthetic, Athletes, Potential
key stakeholders
Rio de Janeiro Metro, MiniVan Service,
Bus Rapid Service, Tourist Chambers, Taxi
Services and Shuttles
campaign goals
• Increase customer loyalty to millennials women under 30
• Improve international brand recognition, particularly in Latin America and Asia
• Increase use of public transportation in Rio throughout and after the Olympics
• Associate brand with self-confidence, body-image and a healthy sense of self
measurement tactics
• Increase customer loyalty to millennials women under 30
• Improve international brand recognition, particularly in Latin America and Asia
• Increase use of public transportation in Rio throughout and after the Olympics
• Associate brand with self-confidence, body-image and a healthy sense of self
sam
ple

executive summary
This semi-permanent art campaign connects business professionals and frequent travelers in multiple cities
with travel booking services offered by The Priceline Group through the installation of live streaming video
frames installed into participating city sidewalks. The campaign allows pedestrian audiences to experience life
“on the flip side” and gives local residents a 24/7 view of other cultures, lifestyles, geographies, tourist
destinations and business peers living and working across the country, continent, and world.
Select cities will install 5 sq. ft. interactive and live-feed media frames into highly trafficked portions of urban
sidewalks, broadcasting simultaneous live streams of partner cities, with brand placement by The Priceline
Group, promoting travel booking services as audiences gain exposure to other parts of the world.
the priceline
group
sam
ple

the challenge
Despite leading the online travel services industry
with international markets, The Priceline Group trails
significantly in the US domestic market, accounting
for only 16% of the domestic market share compared
to 40% by Expedia.
This presents a significant opportunity for The
Priceline Group to focus on domestic brand
awareness and user experience through targeted
advertising and experiential campaigns.
This will also secure the group’s competitive position
against future market entries, and encourage
loyalty from liesure travelers in the US and
developing countries.
the solution
The Priceline Group required a highly experiential
campaign that would increase domestic brand
awareness; exposing prospective travelers to the
Priceline Group brand in order to match
international name recognition and eliminate the
ownership gap of the domestic market share.
This campaign connects domestic and international
travelers while targeting specific, on-demand
liesure destinations; exposing audiences to the broad
scope of Priceline Group services from rental cars to
restaurant and airline bookings through a disruptive,
innovative, visual campaign.
about the client
The Priceline Group is the world’s leading provider of online travel and related services, provided to consumers
and local partners in over 200 countries through six primary brands: Booking . Com, Priceline . Com, Kayak,
Agoda . Com, Rentalcars . Com, and OpenTable.
tagline
We’ll Take You There
location
Urban Sidewalks
demographic
Urban Residents, 35 - 65
sam
ple

tags
Interactive Media, Film, Live Feed,
Installation, Travel, Tourism, Sidewalk,
Pedestrian, Commuter, Streaming,
Geography, Lifestyle, Broadcast, Culture
key stakeholders
Travel Agencies, Film Companies,
Tourist Chambers, Hotel Chains,
Restaurants, Airlines
campaign goals
• Encourage travel outside of business to targeted destinations
• Increase ownership of domestic market share
• Increasing tourism to target destinations
• Increasing customer loyalty to airlines through interactive media
measurement tactics
• Tracking footprints
• Social sharing
• Perceptions of viewers toward partner cities/cultures
• Shifts in domestic market share
• Rates of customer loyalty and consumer analytics pre/post campaign
• Rates of business and liesure travel in affected cities
• Scaleable partnership, municipal investement, and media buy-in
sam
ple

executive summary
This campaign uses the power of the fashion industry in a battle against illegal ivory trade, decreasing domestic
retail purchases of ivory by increasing awareness that illegal ivory trade exists; targeting high end fashion
retailers in a top-down approach to informing retail consumers at every day stores such as Target, and into
street side jewelry outlets.
The campaign trusts that by working closely with high end designers, retail chains will follow suit, leading to
a larger domestic awareness of illegal trade in addition to an ability of the every day consumer to distinguish
between fake and real ivory.
world
wildlife fund
sam
ple

the challenge
Across Asia, the demand for Ivory continues to grow,
accompanied by international cultural myths,
domestic ignorance, and a justice system that is
ineffective at stopping a vast network of poachers
from wiping out the rarest wildlife (with the highest
price tags).
Illegal poaching is just one avenue that requires
creative thinking and collaboration at a domestic and
international level to not only for prevention, but to
change perceptions toward the value of ivory and
lower the demand that backs illegal trade.
the solution
WWF sought to address perceptions around illegal
trade and ivory at the domestic level, expressing their
desire to create a campaign that incorporated both a
top-down and grassroots approach.
We created an avenue whereby the illegal trade of
ivory – and it’s impact on wildlife – was relevant to
the domestic consumer market, beginning with the
high end fashion industry.
This was an opportunity to work with high-end
designers and fashion weeks as a public relations
platform, supporting a larger grassroots campaign to
ignite public awareness around the differences
between fake and real ivory, and the larger
implications of the ivory trade on global wildlife.
about the client
The world’s leading conservation organization, World Wildlife Fund (WWF) works in 100 countries and is
supported by 1.1 million members in the United States and close to 5 million globally. WWF’s unique way of
working combines global reach with a foundation in science, involves action at every level from local to global,
and ensures the delivery of innovative solutions that meet the needs of both people and nature.
tagline
I For Ivory
location
Domestic
demographic
Fashion Retailers + Consumers, 18 - 45
sam
ple

tags
Fashion, Retail, Social Media, Exhibition,
Performance, Video, Multi-Media, Public
Relations, Education, Grassroots,
Conservation, Ivory, Illegal Trade
key stakeholders
TRAFFIC, IUCN, CITES, Fashion Weeks,
Domestic and Asian Retailers
campaign goals
• Prevent illegal trade of ivory at the domestic level
• Increase public awareness that illegal trade is an issue
• Educate consumers on the difference between real and fake ivory
• Decrease the threat-risk toward endangered species affected by illegal trade
• Create a trickle-down effect reaching the every day retail consumer market
with an impact on fashion trends
measurement tactics
• Social Sharing
• Statistics on illegal ivory trade
• Statistics on endangered species affected by illegal [ivory] trade
• Shifting consumer and company perceptions toward illegal trade
• Public awareness and education about illegal ivory and trade
• Scaleability, investment, and scope of buy-in from retail brands and media
• Levels of cultural awareness, responsiveness, involvement, purchasing habits
sam
ple

Curmudgeon Group Company Brief

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