Hello, Trouble.

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Created: 09/25/12
Last Edited: 02/16/14
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Description
SPOT - The Instant
Executive Creative Director: Scott Cromer; Steve Luker; Mike McCommon
Copywriter: Mike Houston
Art Director: Adam Long
Account Director: Kristin Postill Webb
Executive Producer, Agency: Chris Lawson
Production House: Farm League
Executive Producer: Tieneke Pavesic; Tim Lynch
Directorial: Chris Malloy
Editorial, Mutt Productions: Adam Long
Mix: Chip Sloan, Digital One
Music: “Ain’t No Grave…” by Claude Ely as performed by Charlie Parr, HeyDay Media Group
Title Work, Mutt Productions: Adam Long

SPOT - The Myth
Executive Creative Director: Scott Cromer; Steve Luker; Mike McCommon
Copywriter: Al James; Scott Cromer
Art Director: Adam Long
Account Director: Kristin Postill Webb
Executive Producer, Agency: Chris Lawson
Production House: Farm League
Executive Producer: Tieneke Pavesic; Tim Lynch
Directorial: Chris Malloy
Editorial, Mutt Productions: Adam Long
Mix: Chip Sloan, Digital One
Music: Charlie Campbell
Title Work, Mutt Productions: Adam Long


CAMPAIGN
Executive Creative Director: Scott Cromer; Steve Luker; Mike McCommon
Copywriter: Al James; Mike Houston
Art Director: Aaron James; David Zavertnik; Tim O’Brien
Account Director: Kristin Postill Webb
Production House: Mutt Productions
Executive Producer: Chris Lawson
Photography: Shaun Mendiola
Retouching: Shaun Mendiola
Media Agency: Poh Media
Digital Production House: Snapshot Group
  • Hello, Trouble.
    GERBER 2012 CAMPAIGN
  • Two years ago Mutt repositioned Gerber as a relentless problem solver that inspired a new logo, identity, packaging, e-commerce website, “Unstoppable” messaging and now the campaign to support it all. Launching with “The Instant,” a film showcasing the versatility of the everyday knife, the “Hello, Trouble” campaign focused on real people doing their real jobs. People who face trouble head-on every day. Since launch, Gerber has seen a 75% increase in traffic on http://gerbergear.com, a 350% increase in YouTube subscribers, 10% increase in Facebook friends, 14% increase in Twitter followers and 100% positive campaign feedback to date.
  • PRINT
    It only made sense to put Gerber in the hands of actual problem solvers, people who face trouble every day. It was important to hero the knife banged up and used, showcasing its fundamental application in their lives. The provocative ads clearly communicated each person’s unique yet relatable connection with trouble.
  • ONLINE
    Mutt wanted to immerse users in the world of Gerber’s Unstoppable, an always-changing compilation of multimedia badassery. One major challenge was being able to easily update the site as the campaign evolved without de-prioritizing existing content. By using a centered grid and a parallax infinite scroll, each new piece of Unstoppable content is woven seamlessly into the existing story.

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