Known Agency
Brave Dog Assignment:
In 2021, a new type of Space Race was emerging—namely, the democratization of space travel. Inspiration4 had just become the first all-civilian mission into space, inviting the public to join the crew. It was proof that a trip to space could be a life-changing fundraiser and that regular people can touch the stars.
Brave Dog was asked to do a comprehensive assessment of the sprawling campaign, develop an awards strategy, and guide the team’s approach for structuring the written narrative that would accompany all entries.
Known’s Marketing Challenge:
The mission had grown into a massive campaign with lots of moving pieces; many rolling milestones spread across many very different fronts and forms of media (a Super Bowl spot, a 5-part Netflix series opportunity, cover of Time Magazine). Known needed to find a way to frame the story to tie everything together neatly into one narrative. Contemporaneously, they also needed guidance on which competitions they should target in order to maximize their total nominations.
The Award Challenge:
With the entirety of the Inspiration4 mission unfolding over the course of several months, what had started as a philanthropic mission into space had evolved into a massive campaign, expanding into unplanned territories (the cover of Time Magazine, a Netflix 5-part series, etc.) organically brought on by the buzz of the project. Brave Dog helped Known address two strategic challenges: help develop positioning for an integrated campaign awards story; and identify a full range of strong awards opportunities for both integrated campaign and tactical execution recognition awards.
The Solution:
Over the course of several weeks, Brave Dog helped the Known team develop a compelling narrative to frame the story of the Inspiration4 campaign, which was an incredibly intricate, multi-faceted endeavor spanning numerous forms of media over several months.
Brave Dog also strategists did a review of recent best-in-class integrated campaigns focusing around innovation. This benchmarking informed the assessment of the Inspiration4 mission’s strongest attributes and key points of distinction. A competitive roadmap laid out the best recognition opportunities across tier 1 and tier 2 competitions. A positioning strategy guided the development of the overall awards story. Brave Dog and Inspiration4 reworked the positioning, framing a narrative which merged storytelling, advertising and PR all together with a philanthropic cause.
The Brave Dog team collaborated with the creative team to develop a case study video, campaign summary board, and the supporting creative assets for each category. Brave Dog also managed the entry into each competition on Known’s behalf. The resulting efforts racked up several wins across multiple competitions, which included making the coveted shortlist for Titanium Cannes Lions.
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