Hardcore Lives. Hardcore Knives.
The Ask - Give the KA-Bar Brand some personality. KA-Bar makes some of the world's finest military, hunting, and tactical knives, but most of their sales come through word of mouth recommendations. They needed a sophisticated advertising campaign.
The Answer - We created a campaign that featured KA-Bar diehards - servicemen, hunters, outdoorsmen - who lead hardcore lives. We brought their stories to life on KA-Bar's website, in print, and through testimonial video content where we animated some hardcore tattoos. In moments of extreme adversity, those who know rely on KA-BAR.
Video - [CD/CW - Henry Mathieu | Director - Josh Frankel]
Print - [CD - Henry Mathieu | CW's - Henry Mathieu + Michael Smith | AD - Zach Arnold]