The Risk of Being Interesting with Adam Kline
At Mustache, we believe in taking chances. We don't like to play it safe and love to find new ways to push ourselves, each other, and our clients. Our motto, 'the risk of being interesting', is what’s gotten us where we are today.
This ongoing series will showcase how we bring our ethos to life, both in the client work that we do and beyond.
We sat down with Adam Kline, one of our creative directors at Mustache, to talk about the 'No Bull' campaign we recently completed for our client C Spire, a local, Mississippi-based telecommunications provider.
Q > Adam, how do you interpret the Mustache tagline 'The Risk of Being Interesting'? What does it mean to you?
Adam > To me, it means that having a personality is a choice. It can definitely be a little scary, putting yourself out there, but I believe it’s always worth a shot. You can either choose to be like everybody else and give in to the classic 'sea of sameness' that we see all too often at the start of every marketing brief, or present yourself in a way that's true to what you really feel.
Q > We noticed that the campaign you just wrapped for C Spire takes an interesting tone when compared to other telecoms companies. Did the client ask for something more bold, or did Mustache push them in that direction?
Adam > Much to their credit, C Spire was adamant about Mustache creating something that would truly help them 'breakthrough'. They wanted something a bit more risky. The decision was a business imperative. The C Spire team is super smart and came to the table with their own unique point of view, which was great. They wanted to mix it up.
Q > That’s awesome. So it sounds like the process was pretty collaborative?
Adam > Yes! Developing the 'No Bull' strategy was definitely a collaborative process. I’m not going to lie though, when C Spire first saw the bulls, they got a little bit uncomfortable. Bulls are strange-looking and rough. I don't think it was the brand image they had in mind.
Q > So the client was a bit hesitant with the approach initially?
Adam > They were, but they came around. The entire C Spire group were really good sports about it. They acknowledged that their discomfort was probably a good sign. That’s another thing about 'The Risk of Being Interesting', you must be prepared to deal with a little discomfort.
Q > How did you coach the client on the recommended approach?
Adam > We reiterated that a strong but simple visual hook would help make the campaign memorable. This is especially true when you think about bringing it to social. Plus, you know, how can those horns not break through? They're quite sharp if I do say so myself.
Q > Why do you think the 'No Bull' campaign captures 'The Risk of Being Interesting'?
Adam > Because it says something real and something that no one else is willing to say. Wireless companies are full of shit. Everyone knows that. But for a wireless company to come out and say it - and offer a real alternative - is surprising and attention grabbing..
Q > Can you comment on how the campaign is performing? What about client feedback?
Adam > It's working. The clients are all very excited. It's actually getting people to switch network carriers.
Q > Anything else you would like to add about this campaign?
The radio spot might actually be my favourite part of the entire thing. It's not every day you can say that.
The C Spire 'No Bull' ads are currently running across local Mississippi TV and radio stations in addition to C Spire social media channels. Click here to learn more.
