PROTECT THE ADVENTURE
Protecting more than just stuff.
Pelican was taking on an adventurous challenge: launching the Go and Ruck Personal Utility Cases—two entirely new products—directly to consumers. Known for building the world's most rugged and resilient cases, the brand has traditionally sold exclusively B2B. Facing a saturated market with formidable competition, they needed a platform that would create strong emotional connections while also demonstrating functional benefits.
Our target audience of active explorers shared a powerful emotional truth: adventure is about losing yourself in the moment, and that only happens when important things are safe. Instead of leading with features or benefits, we focused on the narrative that Pelican's products don't just protect your stuff; they Protect the Adventure by offering the freedom of peace of mind.
Role // Creative + Art Direction
Copywriter // Scott Sagan
Upper funnel // Launch video // :60 // YouTube, paid Social + digital
Leveraging the entire sales funnel.
We rolled out a full-funnel, chronological storytelling strategy. The first stage forged an emotional connection with consumers through lifestyle video content featuring the product in vivid outdoor environments. At the next stage, we linked that emotional appeal to features and benefits. In the third and final stage, we focused on urgency and conversion to drive sales.
