Inspiring aha moments
Research / Communications Audit / Positioning / Messaging / Tagline Development / Video Concepting / Video Script / Digital Ad Campaign
Repositioning Zaner-Bloser for an inspiring future
ZB started out teaching calligraphy and for a better part of the last half century, teachers knew and respected them for their handwriting courses. But as a newly integrated part of the Highlights family of companies, they needed to change the way teachers thought of them.
Our research showed that teachers who used their products were hooked on how easy-to-use, well-designed, and—most importantly—how fun ZB’s products are to use in the classroom.
In a world where teachers are driven to get better and better outcomes, measure the improvement of their students year over year, and constantly push, ZB’s approach to helping kids become readers was a differentiator.
When we interviewed teachers who used the products, over an over again they told us the best part of teaching was helping their students experience those breakthrough moments—and ZB products helped them get more of those.
So, we created a positioning and messaging system that focused on ZB’s greatest strength: they help teachers achieve more aha moments. And created a brand campaign, including a series of brand videos, that would support it.
The video captures the power and fun that comes from empowering students with the right tools—and the magic of seeing them succeed. What it doesn’t capture is the sheer number of fart jokes made by the kids on set.
This campaign won silver at the 2023 Addys in the single spot internet commercial category.
