Flock Freight

Brave Dog Assignment:

Flock Freight came to Brave Dog with a terrific set of humorous commercials already attracting attention from advertising publications for 2022 Best Of work. The Flock folks wanted to win a Cannes Lion and wanted to showcase their entire rebranding effort. 

Flock’s Marketing Challenge:

Flock Freight offers an innovative ‘shared truckload’ logistics shipping solution that saves time, money, and cuts CO2 emissions. Despite favorable logistics PR as an innovative entrant, Flock Freight had very low brand awareness, the category was dominated by entrenched shipping companies, and most shippers defaulted to 100 years of status quo. Flock chose a provocatively disruptive and humorous approach – creating a consumer branding campaign built on asking “How much is a Sh*tload?”. The campaign was not just creatively original, but resulted in tremendous business impacts. The Flock team wanted recognition for this holistic success.  

The Award Challange:

The clever :30 and :60 spots were the only elements that got trade industry PR. These stories all led with the unprintable jokes and the twist of using Mr Blues Clues himself (Steve Burns) as the ‘investigative journalist’.  These created great clickbait headlines, but the full story of the rebrand, its successful trade positioning, and the impacts on Flock’s overall business didn’t get any coverage. The Brave Dog team dug into the Sh*tload campaign to understand the deeper B2B strategy, new Flock positioning, the thinking behind the creative rebrand, website relaunch, and all of the supporting tactics beyond great TV spots.  

The Solution:

Cannes attracts thousands of great TV spots every year.  We knew that clever spots alone weren’t sufficient to truly stand apart from world class TVC competitors. We helped the Flock team tell a better story about bringing great creative and unexpected insights to what is stereotypically a stodgy B2B industry. By centering Flock’s story within Cannes Creative Strategy and Creative B2B divisions, we ensured that the full rebrand – positioning, targeting, and its 360 creative suite – was the hero of the story.  And Flock Freight won a Cannes Lion as a Challenger Brand in Creative B2B.  That is a Sh*tload of recognition. 

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