Known best for their aluminum free deodorants, we partnered with Native to help drive awareness of their other deliciously scented, clean personal care products. To do this successfully, we knew our biggest challenge was to establish who Native was against the competition. That’s why for our first campaign, we developed the tagline “Everyone has a story to smell”. Fun, playful, witty, and a little bit surprising - all things Native is as a brand - this tagline allowed us to explore similar themes within the campaign spots below.
Creative Agency: VCCP
Native
TV Campaigns
“Traffic Stop”
For Native’s 2022 “Naughty & Nice” holiday collection, we created “Traffic Stop”. The strategy behind this spot was based on the real-world truth that no one is completely naughty or nice. As the story unfolds, we witness Native’s craveable scents takeover, allowing each person to indulge in their other (naughty) side.
In addition to TV, we also executed social, digital, e-commerce and in-store creative, as well as leaned into authentic partnerships with Tinder and The Cut's "The Button". As a result, Native saw a 156% increase in retail sales and a 71% increase in DTC sales.
Awards: Silver Cannes Lion, Silver Pencil, Gold Shorty, Gold ADDY, Bronze Clio
“Fully Covered”
Leaning into the playful, humorous tone we established with our holiday campaign, we produced “Fully Covered” to launch Native’s new Deodorant & Body Spray. The concept: all-day odor protection that’s got you covered all day so you don’t need anything else. s the story unfolds, we witness Native’s craveable scents take
“The Return”
For this spot, we had fun experimenting with some cinematic tropes. The idea: Native is so effective that some people have trouble believing their 72-hour odor protection claim…even if you were just attacked by a bear and left in the wilderness for 3 days.