RIO had built something real — over a million people on their adventure journeys, a cult following, a product that practically sells itself.
The problem: they'd maxed out their core audience. To reach new buyers, we took their brand somewhere it hadn't been — connected TV — with a mockumentary campaign built around dry humor and deeply human moments.
We created two core spots. Barbara follows a man terrified of his mother-in-law, until a RIO Bucket List helps turn their awkward relationship around. Couple traces two people who had stopped connecting, until a RIO adventure pack gave them something to be excited about again — maybe too excited.
We concepted, wrote and handled post-production for the project. Eight unique ad assets. One production day.
The problem: they'd maxed out their core audience. To reach new buyers, we took their brand somewhere it hadn't been — connected TV — with a mockumentary campaign built around dry humor and deeply human moments.
We created two core spots. Barbara follows a man terrified of his mother-in-law, until a RIO Bucket List helps turn their awkward relationship around. Couple traces two people who had stopped connecting, until a RIO adventure pack gave them something to be excited about again — maybe too excited.
We concepted, wrote and handled post-production for the project. Eight unique ad assets. One production day.
