SOG was looking for a way to capture a bigger market share in an already crowded category—one rich with stories and gritty imagery that all looked and sounded the same. We came up with a way to truly stand out: highlight the core SOG users— Special Opps forces, Smokejumpers, Hunters and Trackers —to attract those on the fringe into the fold. Using "What If" scenarios across a full digital spectrum,  we invited knife and tool users to share in a problem-solving dialogue while helping them discover the tools that could help them get the job done.  

Banner Ads began the conversation by asking viewers what they would do in a given "What If" Scenario. Links to videos helped them see how the pros handled it. 

SOG microsite  introduced users to the What If campaign through a manifesto. Though it used language for the core user we wrote it in a voice that was aspirational to all. 

SOG microsite  introduced users to the What If campaign through a manifesto. Though it used language for the core user we wrote it in a voice that was aspirational to all. 

We created excitement through videos that profiled professional smokejumpers, trackers and Special Opps Forces as well as hunters. Viewers were then encouraged to take a test to prove their know-how on the given subject.  

We created excitement through videos that profiled professional smokejumpers, trackers and Special Opps Forces as well as hunters. Viewers were then encouraged to take a test to prove their know-how on the given subject.  

If they got all of the answers correct they were awarded badges that they could tout on Facebook and twitter. The select few who earned all 4 badges were awarded actual patches that they could attach to their packs or gear. 

If they got all of the answers correct they were awarded badges that they could tout on Facebook and twitter. The select few who earned all 4 badges were awarded actual patches that they could attach to their packs or gear.