After two years as an Account Manager at Solve, Hope Mueller has been promoted to Account Supervisor. In her time at the agency, Hope’s deftly navigated the day-to-day for key clients, graduated from the 4As Boot Camp and served as an intern mentor via Solve’s BrandLab partnership. “Hope’s commitment to clients and our culture is unwavering. Her growth over such a short timeframe has been impressive,” says Solve Director of Account Management/Partner Ryan Murray. In her new role, Hope will continue to take the lead on bigger, more complex projects and be given the opportunity to develop and mentor Account Managers.
Lending Company Taps Growing Homeowner Appetite For Rural Lifestyle
Solve is launching its first integrated campaign for Louisville, Kentucky-based Rural 1st, a leader in rural home, property and home improvement lending. With over 100 years of expertise, the company’s devoted to helping consumers achieve their rural lifestyle dreams. Through its rapidly growing 11-state footprint, Rural 1st is experiencing unprecedented growth.
Centered around an anthemic spot titled “Chicken Run,” the campaign leverages the insight that country living doesn’t actually move you further out, it brings you closer together with family, community and nature. The video features a family chasing after an escaped chicken in the middle of their open, sprawling piece of land. The chore becomes a special bonding moment that wouldn’t have happened in a more populated place. The effort introduces a new tagline, “Closer To What Matters.”
“We wanted to capture a charming moment that celebrates the land and the power of family,” says Solve Group Creative Director Brian Platt, who led the creative production. “We love the connection that comes with the openness of country living, and sought to harness it in a fun, memorable way.”
The new campaign signals Rural 1st’s desire to become a household name for those seeking a country lifestyle. “Given Solve’s collaborative approach and success positioning some of the world’s most iconic brands, we knew they’d be a great partner to help position us within this growing space,” says Eldon Tilley, Vice President Marketing for Rural 1st and its parent company, Farm Credit Mid-America. “We’re extremely proud of what we’ve created together and look forward to building on this campaign for years to come.”
Shot in the tiny town of Kongsvinger, Norway, Solve partnered with directing duo Matias & Mathias and female-owned, LA and NY-based production company Epoch to capture all of the content for “Chicken Run.” Spanning video content, print, digital and social, the campaign launched this month. Video content can be viewed below.
Ani Djaferian has joined Solve as Senior Art Director, the agency’s latest hire to its fast-growing creative department. A graduate of the Minneapolis College of Art and Design, Ani’s had stints at agencies across the country while also working overseas as an art director, photographer and filmmaker. “We’re so excited to welcome Ani to our team,” says Solve Executive Creative Director/Partner Sean Smith. “Her unique perspective and versatile skillset will allow her to make a huge impact as we continue to expand our creative output at the agency.”
“Red Carpet Rally” Brings Brand Enthusiasts Together
In the Porsche world, everyone’s united by one characteristic: incredible passion for the aspirational sports car brand. The typical get-togethers, events and rallies that occur in any given year have been curbed the past seven months due to the COVID-19 pandemic. To help fill that void and provide an outlet for Porsche drivers, Minneapolis-based Solve created the “Red Carpet Rally” – a COVID-safe rally and drive-in movie experience.
Nestled in the Northwoods of Wisconsin in the tiny town of Chetek, Porsche drivers from the brand’s Nord Stern enthusiast club gathered at the Stardust Drive-In this past weekend for an exclusive, red carpet-style event – where one’s Porsche badge on the hood of their car was the only ticket needed to gain entry. After enjoying a scenic drive, Porsche owners entered the theatre grounds on a red carpet, where each badge was scanned prior to admission. Completing the experience was a Hollywood-style step & repeat photo opportunity.
For the evening’s film, drivers enjoyed a showing of the classic Le Mans starring Steve McQueen – regarded by Porsche lovers as one of the greatest movies to showcase the brand during the famed 24 Hours of Le Mans auto race.
“When thinking about how we could get Porsche enthusiasts together in a safe way, we knew it had to be a once-in-a-lifetime type of experience that lives up to the high standards of the Porsche brand,” says Solve Associate Creative Director Joe Stefanson, who led the creative charge. “The Red Carpet Rally had it all – a gorgeous drive, an exclusive event, and most importantly – Porsche drivers sharing their collective passion.”
Solve employees gathered yesterday at the Lyndale Park Gardens in South Minneapolis for an afternoon of volunteer gardening work. A popular destination for local community members to walk and enjoy nature, the gardens rely on volunteer assistance to ensure their upkeep. Wearing masks and socially distanced, Solve’s team pulled weeds, scraped turf and mulched in various areas of the gardens. “In addition to getting a chance to see each other in-person for the first time in six months, the outing provided a wonderful opportunity to give back to our community,” says Solve Senior Connection Strategist Rebecca Underwood, who organized the event.