The outdoor enthusiasts brand Teva reached out to Decon with a desire to break into the original content game and at the same time, explore a departure from their existing brand identity.
Decon created “The Naturist,” a wayward outdoorsman who is actually the LAST person you’d want by your side in any survival situation. Played by widely-regarded funny guy Gavin McInnes, “The Naturist” traveled into the wild to showcase his incapable capabilities.
The campaign comprised of three webisodes and a 60-second national broadcast spot, garnered more than 2.5MM digital impressions and pick-ups from industry and consumer publications such as The Wall Street Journal, Brandweek, Creativity, Adweek, and National Geographic. Beyond the killer earned media, Teva reaped the benefits of taking the brand into an entirely new direction by completely selling out of the shoe.