The ad, in-store, and sales associated incentive program beat all sales growth expectations for the holiday season.
Rēvo
Rēvo: Holiday and Sub Brands
Kevin McPhee and Associates
This successful campaign unites Style (look), Technology (features and benefits), and Attitude (tone), all grounded in the proven framework of Goal, Strategy, and Tactic. While execution may shift across product lines, the core philosophy remains constant.
A national holiday program turned Rēvo into Thē Gift of the season, pairing the brand’s accentuated ē with the tagline “Give someone you love $10M of optical engineering.” The campaign shattered holiday sales records.
As contract Creative Director, I built on that momentum, shaping targeted campaigns for brand loyalists, skiers, technophiles, fashion-conscious women, water sports enthusiasts, and competitive athletes. Through bold advertising, immersive in-store branding, and engaging contests and incentives, we delivered a cohesive voice and aesthetic that elevated Rēvo’s presence across all touchpoints.
Art Direction: Kevin McPhee
Copy: David Begler. Kevin McPhee
Photography: various
Ads focused on the brand loyalist family: The Classic
The Parent and The Children
A refresh of Rēvo’s original messaging of the origins of the sunglass technology.
Each collection, or family, has it’s own name, logo, and material and color associated with it. They are all subservient to the overall parent brand with it’s copper color. The only family member that carries the same copper color is the classic collection, which is aimed towards bran enthusiasts that are tightly connected to the Rēvo brand itself.
A campaign directed at competitive sports people.
An opportunity to bring the product out of display cases and onto other areas of a shop: the e-stands are case metal “ē” logo and sunglasses tethered to changeable cards.
The in-store presentation of the collections featured puzzle pieces of each collection, along with an accordion-folded piece, that could be combined together or amassed around a single collection – alluding to the interplay that all collections mesh with each other and form the entire brand.
A campaign drawing analogies between race car driving and everyday life.
The in-store presentation of the collections featured puzzle pieces of each collection, along with an accordion-folded piece, that could be combined together or amassed around a single collection – alluding to the interplay that all collections mesh with each other and form the entire brand.
These series of h2o ads were geared to water sports enthusiasts.
The Degrees collection is for women where style, attitude, and technology is important. It is the only collection that used wood and black as the brand material.
The in-store floor and counter merchandisers reflect the copper brand identification while separating each collection family with graphics and features/benefits.
The Traveler Collection’s focus was women who look for high-style with inherent technology.
The folding screen in countertop height had panels that could be lifted off, changed, or added to as a store’s buy of the collections changed. Again, each collection with its own personality yet meshing with the entire brand.
Ex extreme skier in sever weather conditions is the focus for the Competition collection of goggles.
Test Drive program is a highly-successful program to engage and convert new users. The kit traveled to various events where core consumers would gather, such as sporting events, and offered them the chance to wear the sunglasses for day.
