A Modern Look for Invitae and At-Home Genetic Testing

Maggie Cadigan | Jul. 15 2020

The advancement of medical technology is empowering more and more people to take control of their health. And as one of the world’s leading genetics testing companies, Invitae set out to bring the power of genetics testing right into the homes of consumers, affordably and effectively. But at-home testing can be intimidating, which meant that Invitae needed to establish a direct-to-consumer channel with a personal approach and make a sincere departure from the sterility that is predominant in biotechnology.   
From creative to media, it was important to spark significant consumer behavior change. Alongside building a holistic, multi-channel strategic plan that included performance media, UX strategy and optimizations, analytics audit and implementation, we developed a humanistic approach using a distinctive design and a fresh tone of voice. 
Follow along on the journey to see how we crafted Invitae’s entire visual identity, from photography to illustration to animation, and brought that to life in The Many-led integrated campaigns. 
First, we began with the foundation—a brand book that consolidated the brand equities through a design and category audit and established a fresh aesthetic. Using personable photography and warm colors like mulberry and yellow, we guided Invitae through a progressive brand evolution that challenged category norms—a necessary risk to reach its new B2C audience. We also worked hard to ensure all web-based work met ADA compliance through thorough testing and adjustments to vibrancy, contrast and readability:

Inclusive photography was critical in establishing Invitae’s approachability—a conscious effort to reflect the world at large and bring to life a look and feel that was more relatable and less like traditional biotech. Through an elevated portraiture, we were able to set the standard for a new aesthetic that maintained a level of seriousness with a welcoming, human touch:

Next up was bringing Invitae to life out in the world by way of its first-ever fully integrated campaign. We established new brand equities using visuals, typography and graphic elements and introduced a new tone-of-voice across the entire user journey and full marketing funnel. Within the first 30 days of our launch, paid channel performance improved by 66%, and in just two months, we had established a long term paid and analytics infrastructure for the brand’s DTC channel. From Q3 2019 to Q1 2020, our integrated work led to sales KPI performance increasing five times over:

Finally, we created a comprehensive illustration toolkit that translated the photography and new brand aesthetic into an easy to follow guide for creating visual graphics and animations. The toolkit included paper dolls that can be easily dressed up and moved around to create various looks, settings and situations relevant to Invitae:

In the end, we were able to bring a personal feel to a highly complex, medical technology, elevating Invitae as a trusted and approachable brand that is able to provide its consumers with the life-changing information and confidence necessary to take charge of their healthcare.
Maggie Cadigan is Managing Director, Boston and New Partnerships, at The Many.

Picking Up Panda Express as Creative AOR

Kylie Wu | Jul. 8 2020

We couldn’t be more full of excitement to welcome Panda Express to the family, the largest Asian dining concept in the U.S. As creative agency of record for its U.S. business, we will partner with the Panda team to build a vision for elevating the brand as an American Chinese trailblazer, fueling progress for its guests and its associates. Our assignment includes brand strategy, creative, planning and production across TV, video, out-of-home and in-store. 
We are excited to help lead the overall U.S. marketing communications strategy, one that continues to evolve in context with the world-at-large and positions Panda Express as an innovator of American Chinese cuisine. We’ll work together to ensure consistency and collaboration across a sharp team of agencies to help amplify group performance
When asked about what this means for us, our Partner of Business Strategy and Growth, Amir Haque, said, “Early on in the process, we discovered an uncanny cultural and values alignment with the team at Panda Express. Not only does the brand have an inspiring history and ambitious creative appetite, but it has demonstrated years of operational excellence that we hope to learn from to become an even better agency.”

“The Many shares our similar values and beliefs rooted in building a positive and inspiring people-focused culture. We are impressed by their passion for our brand and strategic approach to campaign development focused on collaboration and insights, not to mention their deep experience in the food and beverage category.”
- Kevin Holmes, Executive Director of Marketing Communications, Panda Express.

We’d like to extend a big thank you to Michelle Wong of M. Wong Consulting, a marketing consultancy which launched in January 2020, who led a seamless, virtual, competitive review process during the pandemic lockdown. 
An inspiring history is definitely how to describe Panda. The company was founded in 1983 by Andrew and Peggy Cherng, who continue to lead the business based on the values of family, love and growth in order to make the world a better place for its associates, guests, communities, and partners. Leading with love for its communities, Panda gives back through its philanthropic arm Panda Cares and empowers  youth in underserved communities by supporting their health and education needs. 
To support COVID-19 relief efforts, Panda and the Cherngs donated more than 50,000 hot meals to nourish hospital workers and more than $12 million to combat food scarcity with Feeding America, supplied personal protective equipment (PPE) for local hospitals, and funded COVID-19 treatment research.
Panda is also certified as a Great Place to Work® company and recognized as a top 10 fast-casual restaurant with more than 2,200 locations worldwide. Orange Chicken, anyone?
Read more in MediaPost, Adweek and Campaign.

Kylie Wu is Brand Director at The Many and will take the lead on Panda Express.

NOS Energy Drink Documentary ‘For The Love of Dirt’ Goes Primetime on CBS Sports

Dave Horowitz | Jun. 30 2020

To create the biggest impact and give NOS Energy Drink fans an inside look at its fearless World of Outlaws sprint car series, we had to go bigger than a traditional spot. Instead, we set out to prove why drivers risk their lives for winged car racing—it’s all For The Love of Dirt. The full-length documentary recently aired on CBS Sports, and the journey has been nothing short of exhilarating.
The race began when we headed to the Knoxville Nationals, the Super Bowl of sprint car racing where over 20,000 fans gather every year. There, the stakes are higher than ever. As our crews followed the NOS Energy Drink team, led by Ricky Stenhouse Jr., one of the best drivers of all time, the rich history and tradition of the sport came to life, fueled by the energy and intensity of competition. And in the end, we did something that had never been done.
For The Love of Dirt takes viewers on and off the track with a rare inside look at the red flags, devotion, passion and fraternity, and of course, the wheel-to-wheel racing that will turn your knuckles white. When it came time to share it with the rest of the world, we pulled out all the stops.

“In the racing community, we’re all a big family, and this is the first time something has been done like this for our sport. I think it’s going to open eyes to a whole different set of fans out there...and get them to be part of the family too.”
- Sheldon Haudenschild, NOS Energy Drink World of Outlaws Driver

The film first made an exclusive debut at the Indianapolis Motor Speedway during a special event for fans. With a Spring connected TV release planned, things shifted when the Coronavirus swept the globe. With fans sheltering in place, NOS released For The Love of Dirt on YouTube, supported by billboards in key markets across the U.S.. To date, nearly a million fans on the platform alone sheltering in place all over the world, have been able to tap into the racing spirit like never before. 
And its impact is like nothing the World of Outlaws sprint car circuit has seen before. For The Love of Dirt is the first film to dramatically and intimately shine a spotlight on the conditions and speed that its own drivers call “a recipe for disaster.” 
Buckle up and watch the trailer below, and visit YouTube or Amazon Prime to see who will take home the prize at Knoxville.
To hear what NOS drivers Ricky Stenhouse Jr. and Sheldon Hauschenchild have to say about ‘For The Love of Dirt’ go to ESPN Radio, Fox 59 Indianapolis and iHeart Radio’s The Freaks with Kenny & Crash.


Dave Horowitz is Director of Production at The Many and Managing Director of Plus Plus Productions. 

Budget Blinds Hands AOR Duties to The Many

Amanda Cosindas | Jun. 15 2020

Budget Blinds is North America’s largest custom window covering franchise, and we’re happy to share that they’ve selected us as agency of record.
We are tasked with reinforcing Budget Blinds’ leadership position as the local, go-to source for homeowners of all budgets and styles looking for window covering design expertise to create unique, inviting homes that are welcoming to family and friends.
The assignment kicks off with support for franchisees in local markets to drive communications around key products, services and innovation. We’ll also work together on long-term creative development and media strategy across TV, digital, video, radio, print, social and activations, and their first-ever integrated brand campaign is slated to debut in early 2021.
“The Many is the perfect partner for Budget Blinds as we look to evolve the brand and grow our market leader position in North America,” said Heather Nykolaychuk, Chief Marketing Officer, Budget Blinds. “Their forward thinking and amazing creative will propel Budget Blinds to the next level. We are looking forward to this journey of transformation with The Many.”
To make this even more exciting, this is our first new relationship to kick off virtually during the Coronavirus pandemic. Throughout the process, we had to work together to determine how to meet with each other, host productive group sessions, and spark momentum to work towards client success, without ever being in the same room. This effort will help guide how brands and agencies can work together in a socially-distanced future.
Budget Blinds operates over 900 locally owned franchises across North America. For over 25 years, they’ve specialized not only in window blinds and automated shades, but also custom draperies and fine designer details, with a strong focus on building long-lasting relationships within their local communities.
Catch the news in Campaign US and MediaPost.

Welcome to The Many, Bumble Bee, What a Catch!

Amanda Cosindas | May. 19 2020

We’re happy to welcome our newest partner to The Many family, Bumble Bee Seafoods. As lead integrated agency of record, we’ll work together on creative, strategy, and media to modernize this iconic American brand, while bolstering its people-first mission to support employees and communities during and beyond the COVID-19 pandemic. 
Bumble Bee was drawn to The Many for our history assembling an array of integrated capabilities to strategically identify the growth and creative potential of modern brands. 
“The Many is known for challenging norms and inventing untraditional ways of working, and that’s exactly what you need when it’s time to push up against convention,” said Todd Putman, EVP and Chief Growth Officer, Bumble Bee. “This partnership will allow us to push boundaries creatively, find innovative ways to connect with consumers and build our corporate initiatives to support the communities in which we operate.”
As agency of record for both creative and media, we’re out to reintroduce Bumble Bee to a new generation of seafood lovers looking for healthy, affordable, and sustainable food options. This includes a new strategic brand platform, creative campaign, and media buying and planning, with media and creative teams working closely together throughout the creative and strategic process. 

“This partnership will allow us to push boundaries creatively, find innovative ways to connect with consumers and build our corporate initiatives to support the communities in which we operate.”

We’re also excited to play a role in the expansion of Bumble Bee’s corporate programs focused on community engagement and philanthropy, such as its recent donations to Feeding America in support of Coronavirus relief efforts. 
At The Many, we are not afraid to push up against the status quo, this time to support Bumble Bee as it navigates current market shifts and future trends. It’s time to celebrate tuna as a sustainable, protein-rich food choice!
“It’s not every day you get to partner with an iconic brand like Bumble Bee,” said Todd Lombardo, Managing Director, The Many. “Bumble Bee has much to offer the modern world, with an appetite to push creative boundaries. We are up for that challenge.”
Bumble Bee is also accelerating product innovation efforts. Earlier this year, it announced a joint venture partnership with plant-based seafood brand Good CatchⓇ, making Bumble Bee the first major seafood company to move into the burgeoning world of plant-based alternatives. The venture will allow Good Catch to scale as it taps into Bumble Bee’s sales and distribution and also reinforces the seafood company’s commitment to sustainability.  
For more information, visit www.BumbleBee.com, and you can also read about it in Adweek, Ad Age, Campaign and MediaPost (and a enjoy a good mix of headline puns while you’re at it!).

The Power of OXIGEN to Best Your Best

Amanda Cosindas | Apr. 2 2020

Determination, grit, and a bottle of oxygen-boosted water are all you need to blast past your old self and reach new heights in our latest spot for functional beverage brand OXIGEN, one of our most recent clients welcomed into the mix at The Many.  This philosophy is feeling even more relevant in our current times as we all find a new way of doing things, including how we approach personal fitness.
The :60 film, titled “The Power of OXIGEN,” features Olympic hopeful Joy Eaton as she pushes herself past doubt, fear, and self-imposed limits toward a new personal best, and will appear across social, digital, print, and video.
“The Power of OXIGEN” is the latest piece of work in a larger launch strategy and highlights the benefits the functional beverage provides, including faster recovery, better stamina, and increased focus.
The scientifically-proven benefits of OXIGEN make the brand a unique player in the category. OXIGEN’s highly stable O4 molecule, created through a proprietary process that combines two 02 molecules, gives OXIGEN water its power – 100x the content of regular water.
The campaign launched in New York City in early 2020 as the first step in an eventual nationwide launch of the oxygen-boosted beverage. The campaign includes :06, :15, and :30 second cut downs to be shared on OXIGEN’s social channels and further amplified through paid media. Check it out below.


QDOBA's Queso-Scented Candle Lights Up Flavor This Holiday Season

Amanda Cosindas | Dec. 11 2019

QDOBA Mexican Eats is igniting flavor for the holidays, turning its fan-favorite Queso into a scented candle. That’s right, a Queso candle to fulfill every cheese fanatic’s dream.
Just in time for gift swapping season, QDOBA dropped the limited-edition candle for $10 on its online shop after building anticipation on FacebookTwitter, and Instagram. The positive, cheese-loving fan engagement led the candle to selling out in under three minutes! We’re pretty sure it led to some Secret Santa and White Elephant winners too.
The Queso candle is another playful execution that proves QDOBA stands for flavor (like that time we sent a truckload of Avocados to Chipotle to help them out on National Avocado Day).
Read more about it in TodayThrillistDelishDaily Mail, and Mashable. Get the chips ready too, you might get hungry.

NOS Energy Drink Presents DirtXDrift Part 2

Amanda Cosindas | Oct. 7 2019

What do you get when you put three of the world’s best drivers against each other in a series of high octane challenges on unfamiliar ground?
Dirt Meets Drift Part II, presented by NOS Energy Drink.
In Part I, the NOS driving team tore up asphalt in a 1000-horsepower street monster to settle who’s the King of Drift. This time, the team jumps behind the wheel of a different breed of motorized beast. NASCAR athlete, Ricky Stenhouse Jr., and Formula Drift Chris Forsberg get into the cockpit of Sheldon Haudenschild’s sprint car to kick up some dust and enter the World of Outlaws dirt track racing.
Swapping the slicks for some knobby tires, the three drivers compete head-to-head, testing their driving skills offroad on Haudenschild’s turf. Learning the ropes while hitting speeds nearing 190 miles per hour, the trio whip a sprint car around Las Vegas Motor Speedway earning points for speed, precision, and style.
Before Stenhouse Jr. and Forsberg could get too comfortable in the sprint car, the drivers up the ante with a never-before-attempted stunt: they switch the racer for the drift car and send it sliding around the dirt track, thrashing the car and capturing some epic footage in the process.
Who will claim the win on the dirt track? Watch and find out.


FanDuel Launches Sportsbook in Pennsylvania and Brings a 900lb Pig to a Bowling Alley

Amanda Cosindas | Jul. 29 2019

Today in Pennsylvania, online sports and entertainment company, Fanduel, launched the FanDuel Sportsbook app in with a new campaign by yours truly. The spot features a 900lb service pig alongside her human companion, in a bowling alley. The jaw-dropping scenario shows fans that there are some things in life that you might not realize are actually available, like an app that makes sports betting approachable in a legally regulated environment, or bringing your service pig to a bowling alley.
The spot sets the stage for the FanDuel Group to make online sports betting easily accessible and more fun, making it simple, secure, and more convenient than ever to residents and visitors of Pennsylvania. Much of the company’s success is due to its focus on the customer experience, which led to it becoming the number one sports betting app in New Jersey.
“Now that sports betting is accessible to everyone in Pennsylvania, it should feel that way to consumers, but it doesn’t,” said Scott Harris, Founding Partner and Executive Creative Director at The Many. “So we thought of the most fun way possible to normalize what seems out of the ordinary.”
“We’re taking something we know people love—online sports betting—and making it easily accessible in Pennsylvania for the first time ever,” said Mike Raffensperger, CMO of FanDuel Group. “We’re bringing a betting experience that is simple, secure, and more convenient than ever to a brand-new market, and wanted our ads to be reflective of that in a fun, unique, disruptive manner.”
To accommodate our 900lb star named Marley, the production spanned two days so that she and the actor could get acquainted before working together. With her handler nearby, Marley also required constant feeding so that she would resist the urge to nibble on her co-star’s attire.
Read more about it in AdWeekAdAgeBusiness WireYahoo! FinanceLBBAds of the WorldAgency Spy, and iSpotTV. And don’t forget to tune in below to witness the chemistry between Marley and her co-star!