Born to Save
The Complexity
Ram had built its reputation serving the American worker but a partnership with (RED) needed them to serve the world.
The Idea
Ram’s audience was loyal, grounded, and deeply connected to the brand’s working class roots. Getting them to see a global health cause as an extension of who they already were required finding the one thing both worlds had always shared. Service. Built to Serve had always defined Ram’s commitment to the working class. Born to Save took that same conviction into a global fight against AIDS and COVID-19.
The Outcome
We turned Ram’s culture of service into a way for its customers to serve something bigger. The (RAM) RED 1500 Limited Edition gave drivers a tangible way to participate, helping generate millions for the Global Fund.
- Brand Strategy
- Creative Direction
- Art Direction
- Campaign Ideation
- Video Production
With millions pledged, we gave Ram’s culture of service a global purpose.
- X-15 Central Command
- Mophonics
- Nate Calie
- PS260