LABELS ARE POWERFUL
Labels are dull and unemotional. So how to you make them exciting and engaging? We launched the campaign “Labels are powerful, what does yours say?” We took Brother labels on a 3000-mile road trip along Route 66, asking the weird and wonderful people we met along the way how they would label themselves. From Cowboys, to strippers, to Vietnam Vets, to Poets, to Cafe owners. 16 interviews, from the funny and inspiring, to the tragic and harrowing.
CASE STUDY
Meet Ron who has 89 tattoos of Route 66 all over his body
Meet Wayne, a car mechanic in California
Meet Tom and Mimi, ranchers who live in the Arid West
Meet Lilly & Lonny, owners of the Mississippi Grill in East Saint Louis
Meet Eugene, a retired English Literature Professor in East St Louis
Meet Jessica, a stripper and single mum
Meet Tomas, a BMX champion