Differentiating DTCs
What’s in a name? When it comes to Good Conduct, the answer is “a lot of entendres.” The team prides themselves on how they conduct themselves with clients, with each other and with their work.
In speaking with Co-Founder, Travis Reeb, and Partner and Creative Director, Rob Lewis, IAN learned that the indie agency born in the pandemic has more than lived up to its name. With a knack for helping performance marketers become fully-formed DTC brands, the team of veterans from notable shops such as Crispin Porter Bogusky, Victors and Spoils and Deutsch have brought big thinking to small brands and have made a name for themselves in the process.
Whether you’re a brand looking to infuse some fresh ideas into your long-term strategy, or a creative feeling stuck in an uninspiring role…you’re gonna want to give this episode a listen.
Agency stats
Founded: 2021
Location: Denver, CO
Best-known for
The agency still considers itself fairly new, but its most known work so far has been for Lumin Skincare, a young DTC men’s skincare brand which the agency helped establish differentiation and received “a fair amount of decent press” when the work came out a couple of years ago.
What are the agency’s core strengths
Good Conduct’s core strengths are their differentiated creative work, their work ethic and their ability to build relationships with clients that are deeper than the marketing tasks they’re solving.
Why the agency loves being indie
Like most indie agencies, they appreciate the fact that they can do the best work they can and make the right work for them and for their clients without outside factions impeding their decisions–affording them the opportunity to own their own identity and be as nimble as they want to be and make great work in the process.
Why brands should work with this agency
They believe in “democratizing creative,” bringing big brand thinking to companies, brands and products that haven’t had access to that level of service before and can’t afford the Super Bowl-sized budgets commensurate with that kind of thinking and work. With Good Conduct, brands can still get big thinking if they have a small budget.
Why talent should put this agency on their list
The agency leans heavily into differentiated thinking, pushing boundaries and not doing things that have already been done in the past. Their motto is “All ringers. No second stringers,” and they’re looking to bring in senior level experience talent. So, if you’re a creative feeling stuck and/or uninspired by leadership that regurgitates re-fried ideas washed down by a sea of sameness (or you’re one of those leaders and looking to rehabilitate your ways), give them a shout.
Marketer shout out
Maggie Lee, Chief Marketing Officer, Fresh Clean Tees
Kim Freer, Chief Marketing Officer, Raising Cane’s Chicken Fingers
Kenneth Mitchell, Global Chief Marketing Officer, Levi Strauss & Co.
It’s especially true these days as people have felt the squeeze of inflation on their pocketbooks. A single dollar can’t buy you a soda at the vending machine; it certainly can’t buy you a coffee— and it’s apparently scoffed at by a child waiting on the tooth fairy.
New York-based EveryPlate, an affordable meal kit service owned by Hello Fresh, is out with a new spot (airing nationally via CTV and OTT) that aims to drive awareness about its high-quality meal kits at a mind-blowing good deal.
Rob Lewis, founder of Denver-based creative agency Good Conduct and head of creative, commented:
“With inflation, we’ve all been hyper-aware of the rising costs of food. We approached this deal from EveryPlate as more than a coupon, with a message that could resonate on a cultural level. Acknowledging that everyone, including a 7-year-old, knows a dollar isn’t worth anything—until now.”
Executive Creative Director: Rob Lewis
Copywriter: Brock Johnson
Producers: Kristen Del Cazo
Head of Account: Travis Reeb
Production Company: Good Conduct / Otherwordly Productions
Director: Evan Mann
Director of Photography: Carlos Malache
Editing House: Otherworldly Productions
Editor: Evan Mann
Music House: Post Haus
Good Conduct's packaging design for Ringa beverages taps into the Moringa Tree's sustainable and versatile nature, also known as the Miracle Tree. The design is rooted in the 'Flower of Life,' a sacred geometric pattern formed by overlapping circles, echoing the tree's inherent value. The use of gradients and transparency in combination with the geometric pattern imparts a modern and enchanting quality, resulting in a soft, magical feel that beautifully complements each can.
Ringa is a new beverage based on the Moringa Tree, also called the Miracle tree because nearly every part of the plant is useful, usable and sustainable. To tie into that miracle the design system is based on the 'Flower of Life', part of the sacred geometry created by overlapping circles in a mathematical repetition. The icon itself is a rendition of the 'Seed of life', and also references the idea of the "third eye". The gradients and transparency create a modern take on these classical shapes and patterns.
See Original Article here
June 07, 2023
The Finnish Long Drink and PGA Golfer Joel Dahmen Go Briefs-In for Charity Challenge
Spot from Good Conduct helps raise funds for cancer research and early screening services
PGA Tour vet Joel Dahmen and The Finnish Long Drink have come together for a stunt they hope will have golf fans everywhere taking their pants off - for a cause. Joel, a featured star on Netflix’s ‘Full Swing’ and testicular cancer survivor, has joined forces with The Long Drink to raise funds for cancer research and early screening services.
In the effort, fans are asked to embrace kalsarikännit (or pants-drunk), the Finnish tradition of relaxing with a beer - without pants on. Fans who take a picture with the hashtag #pantsdrunkforcancer will be entered, and The Finnish Long Drink will donate $10 per post, up to $250,000 in funds towards the cause.
Joel, who’s no stranger to good-natured antics (or pulling clothes off) is most known for taking his shirt off on the 16th green at 2022’s PGA Waste Management Phoenix Open. Serving as the stunts-person for this charity push deepens the brand’s connection to professional golf - PGA Tour star Rickie Fowler is an investor in the brand.
In a statement, Joel said, “I couldn't unzip fast enough when The Long Drink approached me. I've already taken my shirt off, so I didn't have to think twice about getting out of my pants to raise much-needed funds for cancer research. We all take our pants off at the end of the day anyway, so why not grab a Long Drink and get #pantsdrunkforcancer?”
The Finnish Long Drink is a growing name in the US, as the unique citrus-infused liquor is available in 43 states and, as of last year, has sold more than one million cases. Funds throughout the month, which coincides with National Men’s Health Month, will go to support the Dahmen Family Foundation which supports cancer patients and their families.
The brand’s CMO Kyle Bradshaw, said of working with Joel, “We've been big fans of Joel's for some time now. His refreshing, fun-loving personality is a perfect reflection of our brand, so when the opportunity came up to partner with him, it was a no-brainer. Given our Finnish heritage and the longstanding tradition of kalsarikännit aka pantsdrunk - which is drinking at home in your underwear - coupled with Joel's personal story as a survivor of testicular cancer, we saw a seamless tie to drive awareness to a cause that's close to Joel's heart with an audience that typically does not put proactive self-care at the top of their priority list."
Added Rob Lewis, co-founder and head of creative at Good Conduct, the Denver-based ad and content agency behind the campaign: “Creatively we’re always looking for something cultural to lean into. With Joel, golf fans love him for creating this viral moment where he took his shirt off at a pro golf event last year. So strategically we wanted to build on that. Since he took a little heat from the “establishment” for his shirt-off shenanigans, we wanted to show that Joel has learned his lesson, and now will now only be taking his clothes off for a good cause.”
April 24, 2023
Pure Kick Helps You be Ready for the Sport of Life with the Help of Life Coach, Purcy Kicks
By Kyle O'Brien
There are many hydration and energy brands focusing on athletes, but the truth is, everyone needs to hydrate and needs a boost of energy now and again. That’s the message behind a new ad campaign for Pure Kick, the energy drink for those who embrace the challenges thrown their way every day, created by Denver-based indie agency Good Conduct. “Life Is Sport. Be Ready for It.” is Good Conduct’s premiere work for the brand and features “Monday Motivations With Purcy Kicks,” a fictional TikTok character, life coach and personal cheerleader to give motivational advice about everyday life.
Agency Spy original arcticle here
Wyler's Light has launched a new creative campaign that emphasizes how plain water can be dull and uninspiring. The campaign, created by Denver-based agency Good Conduct, is the indie shop's first creative effort for Wyler's Light parent company, The Jel Sert Company, since they began working together in November 2022. This campaign is also Wyler's Light's first national ad campaign, aimed at attracting new fans and building lasting affinity among younger consumers for its refreshing sugar-free drink mixes.
The campaign features characters living in a drab, monochromatic world. As they add Wyler's Light to their plain water, their dull surroundings dramatically transform with literal explosions of color, flavor, and excitement. Captured using a high-speed Phantom camera, mesmerizing visuals of the drink flavors engulf the characters, illustrating a new way to stay hydrated with great taste and essential vitamins, without extra calories. The ad concludes with the campaign tagline, "Blow plain water out of the water." The 30-second spot, along with 15-second versions, will run on CTV networks, YouTube, and social channels in the U.S. starting in April, accompanied by print and out-of-home creative executions.
Rob Lewis, co-founder and executive creative director of Good Conduct, explained that the campaign aims to demonstrate how adding excitement and flavor can enhance people's lives in a fun way, transforming them with a blast of color just as Wyler's Light transforms plain water. Kyle Harrington, The Jel Sert Company's senior director of Marketing, added that the lighthearted, fun, and exciting creative perfectly reflects what people get from their product, which aspires to be the boost that helps people break away from monotony in their lives, starting with their water.
Good Conduct took home 13 awards at the One Club Awards of Denver, the local chapter of the One Show. The team was recognized with a Silver Medal and Merit award for their Cosmic Bliss “Scream” activation, a Silver for SLIQ pre-roll video and Lumin’s “Mansplained For Men” being the big winner taking home 6 golds, 2 Silvers and 2 Bronzes in campaign, cinematography and writing categories as well as a gold in editing going to their post-production partner Wild Manor. The campaign made an impact at the show this year being the most awarded campaign of the year.
July 12, 2022
Denver’s Good Conduct and Practice Studios break out the tiny props for SLIQ Spirited Ice
By The Denver Egotist
You’d never know it, but lurking inside every box of Sliq Spirited Ice is a bounty of fun and excitement just waiting to be set loose. To create this over the top campaign with Good Conduct for Sliq Spirited Ice, Practice Studios busted out the magnifying glasses and fabricated two custom sets, featuring miniature train people and original 3D printed models.
FEBRUARY 1, 2022
Why Skin Care Brand Lumin Is Mansplaining Its Premium Product Line
First national ads, aimed at men, come from indie agency Good Conduct
By T.L. Stanley
"Mansplaining for Men" takes an obnoxious concept and flips it on its ear, targeting men. Good Conduct, Lumin
Mansplaining, by definition, is patronizing and obnoxious because it assumes the listener—usually a woman—knows far less about the subject at hand than the lecturer, who’s always a man.
But what if the annoying practice gets flipped on its ear? The person doing the talking is still a man who breaks down a simple notion from multiple angles and repeats how-to tips over and over. But he’s targeting an audience of…other men.
Technically, it still qualifies as mansplaining, minus the inherent condescension, according to the first national campaign from male-centered skin care brand Lumin. But the work has a tongue-in-cheek twist meant to soften the blow, using dry humor to nudge men to take better care of their faces.
Denver-based independent agency Good Conduct, which won Lumin’s brand strategy and creative business last summer, is behind the campaign, with its hero 90-second video and a series of 30s and 15s, along with social snippets and still images.
Men have faces, too
The brief from the startup outlined the issue: modern men prioritize their mental and physical well-being but ignore their faces, one of their most prominent features. What’s worse, they have some outdated notions about skin care, thinking it’s just for women.
With spots like “Mansplained in the Mirror” and “Your Girlfriend Gets It,” Good Conduct wants to introduce guys to the basics like cleansing, exfoliating and moisturizing, even if they’ve heard of the regimen before.
“We’re explaining it to them in a way they can understand. Simple products and easy-to-grasp routines, over-explained, simplified and explained again—mansplained,” Rob Lewis, co-founder and creative director of Good Conduct, said in a statement. “We found that modern men—millennials and Gen Z—are willing to try something different than what they grew up watching their male role models do.”
Yet they still might need “that permission and push to get them to think about their faces differently,” Lewis said.
That comes in the form of a witty narrator and star of “Mansplained for Men,” who suggests that a regular skin care routine will “prevent Father Time from wreaking havoc on your face, makes you feel more confident and makes your skin feel smoother, clearer and healthier.” He also says that springing for a premium product is an investment that will actually pay off, “unlike that crypto NFT your cousin started.”
Interest in men’s skin care has been growing, according to a Global Industry Analysts Inc. study, racking up $12 billion in worldwide sales in 2020. The market is expected to reach $16.3 billion by 2026, per the researcher.
Against that backdrop, Lumin chose Good Conduct as its first consumer-focused creative agency in July ahead of its launch in Target and Walmart this quarter. The campaign will be shown on TV, connected TV, digital and social media.
“Lumin wanted to develop a campaign that makes guys ask, ‘Wait, why don’t men use skin care? This is stupid,’” Kevin O’Connell, Lumin’s general manager, said. “The goal of having guys ask this question is to help destigmatize and normalize skin care because, well, they have faces, too, don’t they?”
Lewis and Reeb
After 15+ year careers at agencies CP+B, Deutsch and Victor & Spoils, Travis Reeb and Rob Lewis are launching their own venture, Good Conduct. The duo most recently served at Fact & Fiction.
“We're a strategy-based creative and content agency, and we believe that good relationships lead to great work,” says Reeb.
The Denver, Colorado-based agency opens its doors with Inaugural client SLIQ Spirited Ice, a soon-to-launch premium hard-freezer pop from 21 Holdings LLC, a subsidiary of the freezer pop manufacturer The Jel Sert Company. The treat will be available in three varieties: vodka, agave and rum.
Good Conduct will handle all creative responsibilities for the brand with a main focus on digital video, paid and organic social content.
The two founders say their collective agency backgrounds at both “big and small” shops serve as a useful point of differentiation during a time when many industry veterans are launching new agencies.
“We've seen a lot of what's great in the industry and a lot of what's not good,” explains Reeb. “What we realized is that the thin line between good and bad lies in relationships: Relationships between co-workers, relationships between agencies and clients, and then ultimately relationships between brands and their consumers.”
He also sees opportunity in partnering with clients that are increasingly exploring non-holding company options. “We think brands (especially big ones) are starting to see these small- to mid-sized agencies are providing the same great thinking you get from big public agencies without the hurdles and tape, and we want to be a part of that,” says Reeb.
Reeb and Lewis grew close over the past two years after serving on the leadership team at Fact & Fiction, a small creative shop in Boulder, Colorado.
“After working together, it just clicked one day and we said to each other, we should start our own thing, doing it in a way that reflects who we are as people and something we can be proud of — both in the quality of the work and in the relationships we build,” says Reeb.
Reeb states the agency will slowly grow with both full-time hires and freelance talent, based on retained partners. “We're not going to be an agency that hires and fires. We also love the collective approach that allows us to bring in top talent and to solve specific brand challenges.”
The agency’s name was an easy decision, he adds. “One, it speaks to who we are as people, but then, it also has that double entendre tying how we develop work and how we guide/lead creative campaigns for our client partners.”