Motive is a 21st century ad agency operating at the center and speed of culture, working with partners that are looking for innovative ways, not bound by history or tradition, to build loyal connections with consumers and move the needle. Focused on big ideas and campaign platforms that create differentiation for brands, Motive’s sweet spot lies at the intersection of tactics that create deep consumer engagement, whether they are digital campaigns, mobile tours, digital content, consumer promotions, television spots, documentaries, or Super Bowl events.
The agency’s motor is a team purposefully plucked from an eclectic array of backgrounds, providing strategic and executional expertise across every vertical. The people at Motive are unique individuals who love what they do and go to work ready to thrive each and every day.
It all comes down to this: Motive is ready when you are to conquer big ideas and cool shit.
In today’s hyper-connected society, consumer attention spans have shortened by multitudes. People crave micro-bursts of entertainment that can satisfy them in seconds. So, how does a brand like Pepsi capture the attention of its target, knowing the window is smaller than ever?
The solution: a campaign designed to leverage and expand upon the most culturally relevant form of communication today – emojis.
In summer 2016, Pepsi released limited edition packaging emblazoned with quirky, fun, and expressive “Pepsimojis.” Motive created a total of 51 five-second Pepsimoji spots custom-tailored to various media channels and programming genres. The spots covered a broad spectrum of popular references — food, music, travel, sports and more. The agency even tackled topical territory like the LGBTQ community, the summer games in Brazil, and the celebrity world. Oh, and to top it off with something truly buzzworthy, Motive created a homage to Pepsi’s iconic 1992 commercial starring—who else? —an emoji-fied Cindy Crawford.
The campaign caught fire among advertising publications, reputed news outlets, and even the world’s biggest gossip sites. Jimmy Kimmel’s lovable sidekick, Guillermo, even emoji-fied himself for a cameo in the Cindy Crawford spot. The Pepsimoji campaign delivered dozens of spots, earned countless media impressions, and — most importantly — gave Pepsi an opportunity to evolve its place in pop culture: refreshing the masses and celebrating life’s moments of joy along the way.
To launch The Courtside Project — a campaign focused on self-expression between Mountain Dew, NBA players, cultural creators, and fans — Mountain Dew tapped Motive to create a one-of-a-kind All-Star Weekend experience called Courtside HQ.
Visiting fans stepped through an angular neon cavern into a space that transformed classic New Orleans architecture with DEW infusion. The space offered several interactive opportunities: a musical art gallery featuring mix board-infused paintings for live beat making, an apparel customization station, and a photo studio by The Madbury Club where fans could step in front of the camera, get snapped, and print a custom poster on the spot. Outside, DEW created a hangout lounge with sampling and larger-than-life NBA2K gaming.
But all of this was just the beginning. Dozens of NBA stars and legends dropped by to interact with the space and even serve as impromptu DJs. Apparel icon Don C joined a session on style with Los Angeles Lakers guard Nick Young. Courtside HQ hosted live viewing parties of All-Star Saturday Night and Sunday’s NBA All-Star game. And if all that wasn’t enough, Motive brought in Joey Badass for an exclusive concert in which he debuted a brand-new track written for The Courtside Project. Cameras rolled, and the space became a backdrop for the track’s music video.
Courtside HQ was one of NBA All-Star Weekend’s most talked-about experiences, with stacked press coverage and hundreds of millions of impressions. Even more important, Courtside HQ delivered an opportunity for fans to drive the off-court narrative of the season, and charge the game with the only brand that could take them courtside: Mountain Dew.
In 2017, Mountain Dew bolstered its role in the NBA cultural spectrum, bringing fans into the fold as active participants via the Courtside Project: a series of creative collaborations celebrating the NBA lifestyle. To jumpstart the program, DEW teamed with hip-hop rising star Joey Badass to write and record a brand-new track inspired by the game of basketball titled “Victory.”
Once the track was completed, DEW and Joey activated digital rollouts, teasing it with exclusive micro-content before sharing the release on SoundCloud, notching more than 1.25 million plays in its first few weeks.
From there, Joey Badass debuted this exclusive collaboration for The Courtside Project with a live performance at NBA All-Star Weekend 2017. The concert was filmed to create the official music video which included appearances from several high-profile NBA players, as well as fans at the Courtside HQ.
To increase holiday season revenue in 2016, Costa Del Mar asked Motive to help create and launch its first-ever Black Friday sale. For five days, Costa offered five different deals on an array of sunglasses — in a promo Motive dubbed Wild Blue Week.
Within 13 days, the program was launched and all the assets were created including a program name, key visuals, full website takeovers, 12 different email invitations, 14 posts on Instagram and Facebook, and more.
In the five days the promotion was live, it generated a 329 percent increase in sales from the year prior. It also made up four of the five highest sales days of the year.
Wild Blue Week exceeded all of Costa’s expectations and Motive was key to its success.
In 2017, The Macallan asked Motive to educate whisky drinkers on its newly established duo of 12-year old single malts: the classic Sherry Oak 12, and new Double Cask 12. The Macallan’s goals were to create a unique bar call for each expression, to develop quick-hit descriptions to differentiate each flavor, and to create deeper storytelling descriptions to introduce each expression’s composition and style.
To achieve these goals, Motive developed two unique worlds that brought the facets of each 12-year old expression to life: celebrating Sherry Oak 12’s classic demeanor and shining a light on Double Cask 12’s new, more modern profile. Together, the worlds were defined as "One Age, Two Statements,” a dichotomy that demonstrated the versatility of The Macallan portfolio. Motive’s communications encouraged drinkers to try both, then personally identify the perfect scenarios to sip each one. After all, there are countless moments in which The Macallan — one expression or another — can make a memorable experience that much more precious.
In 2017, Highland Park — a world-class single malt on a mission to make its mark among American whisky drinkers — began a U.S. invasion inspired by the ancient Vikings who originally colonized its distillery’s home, the northern Scottish archipelago of Orkney.
Highland Park’s goal: inspire drinkers across the nation to embrace and liberate their Viking souls. So, to launch the campaign, Motive brought in two adventurous individuals — builder Jacob Witzling and photographer Christopher Kerksieck — and tasked them with dreaming up a project that would unleash their own Viking spirits. Their solution: The Valhalla Cabin.
Over a multi-month period, Jacob and Christopher hand-built a striking one-of-a-kind structure in the remote forest of Washington’s Olympic Peninsula, capturing every step of their journey to tell a powerful story. Then, Highland Park and Motive unveiled that story via a digital microsite, encouraging consumers to follow along. But the voyeurism of Highland Park’s fans was just the beginning.
Alongside the build, Motive launched an Instagram-based promotion asking Highland Park’s fans to show how they lived with a Viking soul. The grand prize? A week’s stay at the Valhalla Cabin. After receiving hundreds of submissions, Highland Park narrowed the pool to five finalists and gave the community the reins to pick the winner.
The program garnered thousands of impressions by way of the Valhalla Cabin and Highland Park saw its social following grow exponentially. Along the way, Highland Park uncovered a powerful vehicle in sharing its own incredible history while inspiring a new generation of modern Vikings to create their own.
True Food Kitchen came to Motive looking to revitalize its website, making sure its immersive in-store experience was accurately mirrored online. Leveraging the power of inspired design, enhanced functionality, and a more seamless user experience, Motive delivered.
The new True Food Kitchen website captured the restaurant’s essence through rich, full-screen photography. Each of the 23 different locations received its own dedicated page, helping them communicate local initiatives while increasing overall search-engine visibility in their markets. Since more than 60 percent of True Food’s traffic came from mobile visitors, the site was designed to enhance the mobile experience — making it incredibly easy for visitors to find what they were looking for.
Motive crushed it. True Food Kitchen was blown away by its beautiful, clean, and streamlined site.
In summer 2016, Budweiser, America’s biggest brewery, wanted to make an impact in a city known around the world for its love of, well, small breweries. Embracing Denver’s other love, music, Motive set out to create an iconic music festival — and kept the whole thing a secret right up until show time.
The team let the word out by spreading rumors at over 100 locations throughout the city of an as-yet-unreleased lineup of all-American awesome. They went on-air and online, using top radio stations, local media publications, social channels, and even TV to get the city excited about a date, time, and location that were all still a mystery. They put invites into the hands of more than 30,000 Denverites, enlisted the social followings of dozens of food trucks, used bands in town to fuel the flames, and even got Uber in on the fun.
When the big day arrived, Motive unveiled the venue: a not-so-secret festival ground smack-dab in the middle of downtown Denver, with multiple stages, a sea of hammocks, and plenty of ice-cold Bud. Artists announced themselves mere hours before show time, driving thousands to the venue. When the gates opened, Denver’s top acts tore the roof off, keeping the pace before national headliner Shakey Graves took the stage.
During the course of seven hours, 12,000 Denverites held their red cans high in salute of America and their new favorite brewery – Budweiser.