CO Marijuana Education Campaign - Good To Know / CO Marijuana Education Campaign – Good To Know
Introducing the nation’s first retail marijuana education campaign. Designed to promote the safe, legal and responsible use through awareness of Colorado’s retail marijuana laws, the Good To Know campaign, and its neighborly approach to the topic, launched in early 2015 and quickly garnered national attention, including mentions in The New York Times, USA Today, The Washington Post and Jimmy Kimmel Live. See the work.
Charter Media / CLIENT: Charter Media
As one of the largest cable companies in the U.S., Charter Media knows a thing or two about the importance of communications. So when they needed to reestablish their brand presence across five nationwide markets, they turned to Cactus. Using TV, Print, Digital, Web and even a quarterly magazine, we’ve injected new vitality and meaning into their brand. As a result, Charter Media continues to grow its customer base and outperform the industry.
University of Colorado Health / CLIENT: UCH
University of Colorado Health has long been one of the leading academic and teaching hospitals in the United States. As their agency of record, it’s been our job to build a strong brand relationship between UCH and Coloradans, while also increasing the hospital’s national reputation within the industry. And our work is paying off. In 2011, and again in 2012, UCH was named the nation’s #1 academic hospital, becoming the first hospital to ever win the award twice in a row.
Albert Bartlett / CLIENT: Albert Bartlett
As the #1 potato brand in the UK, it was only a matter of time until Albert Bartlett jumped the pond and began offering its red rooster potatoes to red-blooded Americans. In the two years since we began the U.S. launch of the brand, we’ve helped Albert Bartlett grow from regional sales through Walmart, to nationwide distribution in every major big box retailer and grocery channel.
Tri-State / CLIENT: Tri-State
For nearly 60 years, Tri-State has provided electricity to rural communities, but has primarily stayed behind the scenes. When they felt the need to become a more visible brand, they called Cactus. We started by creating a public education and branding campaign that put Tri-State in the spotlight for the first time by informing consumers that Tri-State was the power behind their local electric co-op. Today, as Tri-State moves into the future of new power generation methods and technology, we continue to develop campaigns that extend the Tri-State brand story.
Winter Park / CLIENT: Winter Park
Founded in the 1920’s, Winter Park Resort is Colorado’s longest continually operated ski resort. And although it boasts more than 3,000 acres of award-winning terrain, it can still be hard to get people’s attention with other Colorado resorts outspending Winter Park’s marketing budget. That’s where we came in. We helped Winter Park aggressively reposition their brand and create deeper connections with core visitors. Our hyper-focused “Winter Park For Life” campaign was anchored by an immersive microsite that visually delivered the brand story, incentivized engagement and drove bookings—leading to an increase in visitors for the season.
Smashburger / CLIENT: Smashburger
Smashburger and Cactus joined forces in 2010. At the time, the burger chain had 67 locations, modest awareness and trial, and big dreams of growing their concept nationally. Cactus started as we always do—by identifying the simple truth about the brand and then bringing it to life across every touch point, from store design and menus to point-of-sale and mass advertising. As it turns out, dreams do come true. Smashburger has now grown to more than 250 locations and was recently named America’s Most Promising Company by Forbes.
Gates Carbon Drive / CLIENT: Gates Carbon Drive
Gates Carbon Drive is a breakthrough in bike technology that replaces the traditional chain with a carbon-reinforced belt similar to those found in cars. These belts are stronger, quieter and, without the need for oil, cleaner—three qualities urban and commuter cyclists really appreciate. By developing a website that elegantly communicates the product’s unique and innovative features, we’ve helped Gates Carbon Drive establish a brand that’s as distinct and attractive to their target audience as their product.
Denver Zoo / CLIENT: Denver Zoo
With a history spanning more than 100 years, Denver Zoo is one of Colorado’s biggest tourist attractions. And as their agency partner since 2011, we’ve helped Denver Zoo continue to grow their brand relationship with Coloradans, and become more successful than ever before. Spearheading the launch their $50 million, 10-acre Toyota Elephant Passage exhibit, we helped Denver Zoo set an all-time attendance record of over 2 million visitors in 2012.
Hunter Douglas / CLIENT: Hunter Douglas
As a luxury brand known for innovative designs and superior quality, Hunter Douglas has long-been the recognized leader in the window treatment industry. For two of Hunter Douglas’ premier brands, Luminette and Heritance, Cactus was tasked with creating a sophisticated new look and feel for their sample book, along with a messaging strategy that effectively communicated each brand’s unique values and benefits.
Jackson Hole / CLIENT: Jackson Hole
A rugged area juxtaposed with newfound luxury, Jackson Hole is so much more than a mountain. And since 2011, Cactus has been creating national print and digital advertising campaigns that capture the unique character of the Town of Jackson, Grand Teton National Park, Yellowstone National Park and Teton Village. In that time, Jackson Hole has enjoyed the highest number of visits in the history of the ski resort (in 2012-2013) and the distinction of Ski Magazine declaring Jackson Hole as the #1 overall ski destination in North America for 2014.
Mental Health Center of Denver / CLIENT: MHCD
The Mental Health Center of Denver is the national model for recovery-oriented mental healthcare. In fact, more than 75% of MHCD patients who receive treatment go on to lead healthier, more productive lives. With our help, MHCD has been able to increase awareness of their important work and show the positive impact of mental wellness on a community. As a result, MHCD’s year-over-year development dollars continue to rise, as does the number of new patients walking through their doors.
Man Therapy / CLIENT: Man Therapy
Working-aged men account for the largest number of suicide deaths in Colorado. Unfortunately, these men tend to believe that mental health issues are unmanly signs of weakness, so they rarely seek help. Cactus wanted to help end the stigma surrounding men’s mental health, so we created Man Therapy. Featuring a fictitious therapist, Dr. Rich Mahogany, Man Therapy uses humor to reach working-aged men before they’re in crisis. By providing men with facts, information, helpful resources and a strong dose of levity, Man Therapy helps men break down the barriers that stigma creates and discover opportunities to get the help they need. The response has been overwhelming—both from within Colorado and from around the world. Ad Age named Man Therapy its Pro Bono Campaign of the Year for 2013, and a down-under version of Man Therapy has recently launched in Australia.
Colorado Lottery / CLIENT: Colorado Lottery
Since becoming the Colorado Lottery’s agency of record since 2007, we’ve implemented a full-scale rebranding effort, launched several new products and grown market share for existing products—all while reminding Coloradans of the Lottery’s mission of funding and protecting Colorado’s parks, trails, recreation and open space. And with record sales in 6 of the last 7 years, you might say we’ve helped our client hit the jackpot.
SmartyPants Vitamins / CLIENT: SmartyPants Vitamins
Gummy vitamins have always been a great idea, but they’ve also always been full of unnecessary, not-so-great ingredients. SmartyPants saw an opportunity to do things differently by offering the only all-in-one gummy vitamin that combines eco-friendly Omega 3 DHA & EPA, plus a multivitamin and Vitamin D3 in one serving—without any added junk. They’re mighty healthy and might tasty. And we’re might glad they’re not just for kids.
Odell Brewing / CLIENT: Odell Brewing
It’s hard to believe, but when Odell Brewing Company opened back in 1989, they were only the second microbrewery in Colorado. Since then, the brewery has become a leader in our state’s booming craft beer industry. Yet, at their core, Odell is still simply a group of good people making good beer and doing good things along the way. They’re just the kind of folks we like to work with—and share a pint with.
Colorado HealthOP / CLIENT: Colorado HealthOP
In response to the rise of health insurance that covers too little and costs too much, in 2012, Colorado HealthOP became Colorado’s only nonprofit health insurance co-op. Without the business objective of driving up profits for shareholders, their focus is where it should be; on member services and expanding benefits. As a result, they can offer acupuncture coverage, free generic drugs, and free doctor visits, and at the same time have the lowest rates out there.
Colorado Crisis Services / CLIENT: Colorado Crisis Services
The product of a State initiative to strengthen Colorado’s mental health support system, Colorado Crisis Services provides all Coloradans with immediate, 24/7/365 access to professional mental health services through a statewide hotline, as well as walk-in care, mobile and respite services. Working in partnership with the Colorado Department of Human Services, Cactus built the Colorado Crisis Services brand from the ground, up, developing everything from the name and logo to collateral and a mass media launch campaign.
CDPHE / CLIENT: CDPHE
When Colorado became the first state in the nation to legalize the purchase, possession and consumption of retail marijuana, the next step was to develop the nation’s first retail marijuana education campaign. So, in partnership with the Colorado Department of Public Health and Environment, Cactus developed a campaign that helps all Coloradans understand what safe, legal and responsible retail marijuana use looks like. Because whether you choose to use, or choose not to, there’s one thing we can all agree on – it’s Good To Know.
CDPHE / Good To Know Colorado
Introducing the nation’s first retail marijuana education campaign. Designed to promote the safe, legal and responsible use through awareness of Colorado’s retail marijuana laws, the Good To Know campaign, and its neighborly approach to the topic, launched in early 2015 and quickly garnered national attention, including mentions in The New York Times, USA Today, The Washington Post and Jimmy Kimmel Live.
Jackson Hole / Winter 2014 Campaign
Using a smart blend of paid, owned and earned media, we inspired winter vacationers at every stage of their vacation planning process. The results: plane loads up 12 percent, occupancy up 8 percent and sales tax up 6 percent over, year-over-year. Oh, and Jackson Hole Mountain Resort reported the most skier visits in it’s history.
Colorado Crisis Services / Brand Identity & Launch Campaign
Every moment of crisis is different, but the feelings we experience in our moments of crisis are universal. This simple insight inspired not only a breakthrough launch campaign, but the development of an entire brand from the ground, up. Name, logo, website, collateral, posters, digital, outdoor, radio and television—we created a powerful new brand to help bring Colorado’s powerful new statewide mental health support service into the lives of those who need it most.
Odell Brewing / 90 Reasons
With a smoothly-complex and deliciously medium-bodied taste, Odell Brewing’s 90 Shilling is a beer that’s perfect anytime. In fact, we dubbed it “the always appropriate ale.” We created the “90 Reasons to Enjoy a 90 Shilling” campaign to let people know there’s simply never not a good time to have a 90 Shilling.
Find more reasons at odell90reasons.com
Man Therapy / Launch Campaign
Dr. Rich Mahogany, a fictional therapist and manly man, uses a perfect blend of humor and straight talk to remove the stigma and heaviness men feel about the topic of their mental health. Dr. Mahogany may not be a real doctor, but his efforts have achieved Ph.D-worthy results. With a tight budget, and relying primarily upon donated media, our mantherapy.org launch campaign generated more than 500,000 impressions and drove more than 100,000 unique visitors to the site in its first three months alone.
Colorado HealthOP / Brand Campaign
Sawing a person in half and putting them back together again isn’t hardly as unbelievable as a health insurance company that actually cares about its members. In this campaign, we let Coloradans know that while Colorado HealthOP might seem totally unbelievable, they can believe it. To reflect the new tone and messaging, we rebuilt the brand from the bottom up, save for the logo.
Colorado Lottery / Brand Refresh
Every Lottery game comes with the thrill of not knowing—it’s the anticipation and the “what if” moment. To capture this emotion, we launched an updated Colorado Lottery brand and invited people to “Expect the Unexpected.” With a modern palette, fresh new game logos and typography evoking possibilities, this platform sets the stage for a new generation of players while remaining true to loyal fans.
Colorado Lottery / Annual Report
In 2013, the Colorado Lottery celebrated 30 years of contributing to the ways Coloradans play. From funding state parks and recreation to helping conserve open space and preserve wildlife, the Lottery has given back more than $2.7 billion to the state. We created this annual report to commemorate those contributions and capture the fun found in Colorado’s great outdoors.
University of Colorado Health / HUMAN HARMONIC VINYL
To celebrate the release of University of Colorado Hospital’s 2014 outcomes, we worked with a team of sound engineers to create a gift for the medical community. We used data gathered from the human body and translated it into musical notes to create a soundscape of the body at work. Then, we pressed the track onto beautiful vinyl and sent them to those who responded to our direct mail. Within two weeks, all 435 records were claimed and a number of old stereos were brought down from attics and dusted off. Listen and download the track at HumanHarmonic.com
Odell Brewing / Texas Launch
Everything’s bigger in Texas. So when Odell was preparing to distribute to the Lone Star State, it was a huge opportunity for the brewery. To make the announcement and prime the taps, we created a digital and social campaign that paid homage to a classic Texas tune. In short order, we picked up nearly 5,000 new Facebook fans and earned more than 19,000 video views. The buzz around the Texas launch drove a 2% jump in Q1 sales. Yee-haw!
SmartyPants Vitamins / Brand Campaign
By creating an all-in-one gummy, SmartyPants has innovated the vitamin world and eliminated the need for the daily gauntlet of swallowing horse pills. So with our “Make Every Day Fun” campaign, we encouraged active moms innovate their personal health routines by finding new ways to keep things fun and interesting.
Colorado Lottery / Roboto Bucks
In these two short spots, retro robots discuss Roboto Bucks, a $10 Scratch ticket with a $500,000 top prize. Featuring bold colors, simple animation and punchy bot banter, the characters are at the center of a robust digital campaign that includes video, mobile, rich media, and social media components.
Charter Media / Brand Campaign: TV
While most small business owners are experts when it comes to delivering the products and services their customers need, they often lack the expertise it takes to effectively market to their customers. Some of those small business owners rely upon the multi-screen marketing expertise of Charter Media. Others don’t. And it shows.
Colorado Lottery / Mobile Apps
We saw an opportunity to create apps that the average Lottery player would really find useful. We created the Scratch mobile app so that players can scan their tickets and find out immediately if one’s a winner. We also created a Jackpot app that alerts players if their numbers win, immediately after the drawing. They’re both available for free, but they’re worth millions.
Man Therapy / Case Study
When a man scrapes his knee, he rubs some dirt on it. When he has a leaky sink, he fixes it with duct tape. But unfortunately, if he has a mental health issue, there are social stigmas that prevent him from getting help. Man Therapy™ is a new approach to men’s mental health. Through straight talk and poop jokes, we made men feel comfortable thinking and talking about their mental health.
Cactus / Building Video
Our recent growth was causing some problems. Notably, restroom traffic jams and people conking heads in the hallways. It was time for us to either leave the nest, or redesign it to be more practical. So we worked with architect, Tres Birds, to not only bring more function to our home, but a renewed vitality and energy to our creative culture.
Denver Zoo / Do at The Zoo 2014
In 2014, Denver Zoo’s Do at the Zoo event celebrated 25 years of supporting and benefiting countless Zoo programs. For the event, we created a collection of pieces honoring the milestone, each featuring a custom illustration. A foil stamped finish accentuated the silver anniversary.
University of Colorado Health / Wall Stories Campaign
UCH is one of the best hospitals in the country and is known for having success rates on par with the prestigious Mayo clinic. In order to tell perspective patients about UCH’s status as a leading hospital, we didn’t want to use dull statistics, instead, we told some of their most impressive success stories through the voices of their patients.
Denver Zoo / Rebrand & Website
Denver Zoo has long been one of the most widely enjoyed treasures of the community, but its brand was in need of a breath of new life. After conducting extensive research with stakeholders, staff and visitors, we developed a brand identity that highlights the always changing, always growing, always vibrant experience the Zoo offers. Denver Zoo is Alive.
University of Colorado Health / Direct Mail Posters: Oath
As a gift to University of Colorado Hospital’s medical colleagues, we created a high-end, limited edition letterpress poster of the Hippocratic Oath. Printed with an attention to detail that mirrors that performed by UCH surgeons, these posters quickly became a hot commodity. The first run of 300 handmade prints were gone within a week of launch.
Colorado Lottery / Holiday Campaign Print and Digital
There’s an old advertising axiom that says: If you’re going to advertise a Holiday Scratch game, you should probably do it by making all of your outdoor, digital and point-of-sale pieces practically, out of gingerbread cookies, and then photographing them. Then, once all of the custom-designed cookies have been photographed, you should probably celebrate by eating them. So that’s what we did.
Colorado Lottery / Holiday TV
First we inspired Colorado Lottery players to use Holiday Scratch tickets as a way to give unexpected thank-yous to the many people who work behind the scenes to make the holidays special for the rest of us. Then we brought the TV concept into real life via social media, by going out and filming actual Lottery employees surprising real holiday workers with Scratch tickets.
Colorado Lottery / Mobile Website
These days, the only thing a Lottery player is more likely to have in their pocket than a lucky scratching quarter is a smartphone. So, we architected and designed a mobile website for Lottery players on the go. Since its release, the Lottery has enjoyed a significant increase in traffic from mobile devices.
Visit coloradolottery.com on your mobile device.
Man Therapy / Gentlemental Healthcare Kit
The Man Therapy Gentlemental Health Care Kit was designed to help men take care of their mental health themselves. It suggests manly ways to fix issues and find little-known ways to take control of their mental health. You gotta love it when the term “penis hat” is strategically relevant.
Colorado Lottery / Pick 3 TV
For the first time in three years, the Lottery added a brand new jackpot game, Pick 3. By creating an integrated campaign that helped players personalize the game’s unique characteristics, we were able to generate the most awareness of any game from the Lottery since the launch of Powerball in 2001.
Mental Health Center of Denver / Employee Poster
As part of our Foundational campaign, we interrupted an all-staff meeting at MHCD and asked 500 employees to come up with one word that described what they appreciated about their work. As words were chosen, we had a local artist paint them on a canvas in real time, resulting in a beautiful and symbolic art piece that speaks to their work and personality. It hangs proudly in their office.
Smashburger / Website and Mobile Site
Smashburger had a good problem. They were growing so fast that their website was no longer able to keep up with new store details – including location, menu and pricing. So we simplified their site using WordPress and Google Maps, allowing new stores, and their details, to be added instantly and accurately. Because having no problems is better than having good problems.
Cactus / Bike From Work Bash 2013
In 2009, a small group of Cactus bike lovers asked if they could throw a Bike To Work Day party in our parking lot. Never the types to turn down a party, we obliged. What started as a simple keg party for a few hundred friends is now a major event in Denver. Last year’s event featured 15 sponsors and saw more than 5,000 two-wheelers show up to help us celebrate bike-love in Denver.
Gates Carbon Drive / Website
The Gates Carbon Drive is an alternative to the traditional bike chain. It’s stronger. It’s quieter. And without the need for oil, it’s also cleaner than a chain. As bike geeks ourselves, we were passionate about spreading the word. So we set out to develop a website that was as clean, innovative and elegant as the product.
University of Colorado Health / Game Changers
With more than 300 clinical trials underway, and a long tradition of scientific breakthroughs and revolutionary procedures, University of Colorado Health is more than a national leader in advancing medicine, they’re game changers in the lives of their patients.
Albert Bartlett / Pinterest CozyComfort Contest Microsite
To bring Rooster potatoes to the attention of America’s foodies, we turned to the food porn capital of the Internet, Pinterest. We held a contest that encouraged people to give up their best secret recipes, and shared a few of our own Rooster recipes as well.
Jackson Hole / Winter 2013: Mobile Billboards
Elite skiers and riders across the country have kept Jackson Hole’s extreme terrain a secret for years. So when it came time for Jackson Hole to attract new people to their slopes, we did what had to be done. We parked mobile billboards along the I-70 corridor and poked fun at Colorado’s mountains.
Smashburger / Brand Experience
Smashburger selected Cactus to help build their brand and meet their aggressive growth goals. So we developed a new brand voice, a new brand look, and even redesigned their in-store lighting, decor and materials. In two short years, Smashburger grew from 60 to 200 stores, and sales grew from $67 to $165 million. Oh, and they were also named named “America’s Most Promising Company” by Forbes. Brand built, goals met.
Man Therapy / PSA and Web Videos
Men tend to be just fine with confrontation, except when it comes to confronting their own mental health issues. As part of our award-winning Man Therapy campaign, we created these videos highlighting some of Dr. Mahogany’s best manly mental health tips. The PSA aired nationwide on donated airtime, while the other videos were pushed out via social media.
Denver Zoo / Toyota Elephant Passage Launch
The Toyota Elephant Passage is an impressive 10-acre, $50 million expansion of the Denver Zoo, featuring a variety of Asian species. To launch the addition, we created a campaign that captured the magic and grandeur of Asia and the new exhibit. The result was a hugely successful opening summer (and probably a few cancelled flights to Bangladesh).
Cactus / Stationery
When the time came to refresh our stationery, we scrapped everything but the logo. We created new type, a new proprietary color palette and a new prickly pattern. Only time will tell if the thicker, green-edged business cards will improve our odds of winning free lunches from fishbowl drawings.
Cactus / Bike From Work Bash 2012
In 2009, a small group of bike lovers at Cactus asked if they could throw a Bike To Work Day party in our parking lot. Never a group to turn down a party, we obliged. What started as a keg party for a few hundred friends is now a major event in Denver. Last year, we had 15 sponsors and more than 5,000 two-wheelers show up to help us celebrate bike culture in Denver. Cheers.
Hunter Douglas / Luminette Sample Book
Hunter Douglas, designers of high-end window coverings, hired us to create a sample book for one of their premiere brands, Luminette® Privacy Sheers & Modern Draperies. We hired exquisite home photographers, used top-of-the-line materials, and carefully crafted copy, so that every detail captured the elegance and upscale quality of the Luminette® brand. When a situation calls for class, our pinkies shoot straight up.
Albert Bartlett / In-store Displays
When Albert Bartlett, a 65-year-old potato giant from the UK, first launched in Walmart stores throughout the U.S., we created in-store displays highlighting Albert Bartlett’s unique potato varietals and their commitment to growing naturally – ensuring that potato and potahtoe lovers alike preferred the Albert Bartlett brand.
Colorado Lottery / Powerball: Huge is better than big
Powerball jackpots had always been big, and tickets had always cost $1. So when the cost of a Powerball ticket went to $2, it was big news. But the news that the game’s starting jackpots were growing to $20 million from $40 million, well, that was huge. And as we all know, huge is better than big.
Hunter Douglas / Shutter Collection Sample Books
When it came time to update the sample books for Hunter Douglas dealers, our goal was to create something that felt every bit as high-end and sophisticated as the product they were selling. What we developed was something they can show off and accessorizes wonderfully with everything from slacks to khakis.
Colorado Lottery / Immortalizer Campaign
At the peak of America’s obsession with vampires, the Colorado Lottery announced a relevant new Scratch ticket: Immortal Cash. To promote it, we created a fully integrated campaign that core players, casual players and even “Twi-Moms,” could sink their teeth into.
Winter Park / Winter Park for Life Campaign
“Lifers” are the skiers and riders of Winter Park who have been going there for years. To help our audience discover what makes Winter Park lifer-worthy, we created print and web materials, as well as a microsite. We also gave away the single most valuable item a lifer can own: a Winter Park ski pass for life.
Colorado Lottery / Holiday Web Videos: Father’s Day
Grilling the perfect burger. Using duct tape. Holding mom’s purse. Dads are petty amazing creatures, capable of remarkable feats. So when the Colorado Lottery asked us to promote the Opulent Riches Scratch game in conjunction with Father’s Day, the solution was pretty simple: tell The Legend of Your Dad.