Savage Renegauge Campaign
Campaign Insight & Idea
We knew this campaign would have to stand out to catch the attention of media, dealers and hunters conditioned to reach for anything but Savage Arms when it came to shotguns. That challenge led us to the campaign’s core emotional insight: every hunter gets to their destination on a different path, what unites them is a rebellious spirit. That’s the Renegauge way. Not following others, but rather flying true to how you do things and see the world.
After developing a creation plan that would launch the shotgun in the market we set out finding hunters who carry a driven, rebellious spirit. Using our extensive experience and network of outdoor enthusiasts, we put together an experiential production that tripled as an influencer documentary shoot, broadcast shoot and press trip—all in one location. This production had all the weather for dramatic effect and die hard hunters that couldn’t wait to try out the new shotgun. Really had a blast (no pun intended) putting this piece together.
A Successful Launch
The campaign and renegade mindset launched in a big and bold way, too, in SHOT Daily — the largest publication of the largest firearm trade show in the world. I designed, directed and produced all the marketing from print to web for this launch.
Results & Momentum
Following a buzzworthy launch at 2020 Shot Show, the Renegauge campaign earned Savage a differentiated spot in a market of established players. Sales forecasts are strong within dealers and the Renegauge landing page has become a top-visited page on SavageArms.com.
Creative Director: Nick Rudie
Copywriter: Nick Rudie
Art Director: Jimmy Sugg
Designer: Jimmy Sugg
Production/Edit/Sound/Color: Arterra Media