CHAMPION: "There's a Champion in Here"

TV can be found here: https://vimeo.com/269279487
About the Campaign
The agency began by rebranding the Champion logo, giving it meaning beyond just a name for an automotive after-market parts company. The new logo now reminds people that “THERE’S A CHAMPION IN HERE,” in both their machines and in their hearts.
Next, IOW updated Champion’s existing packaging with a new design system that can be applied across a growing range of automotive and lifestyle products. Instead of using the typical product photography used by every automotive after-market brand, we commissioned the famed hot rod artist, Coop (an icon in hot rod culture) to celebrate each Champion product in his distinctive pen and ink graphic style. Using craft paper, a 6-color palette, a graphic illustration and an old-school font, we landed on a nostalgic but modernized look.
The brand’s packaging is now striking and recognizable in all contexts: on shelf, in garage, signage, digital and broadcast. It provides a singularity of focus, enabling Champion to express its point of view in a crowded category. In addition, it has picked up numerous awards including Gold at the National Addy’s, The London International Awards, Andy Awards, and Graphis.
Through the purposeful use of sound design, IOW created a :60 TV commercial that brings the tagline, “THERE’S A CHAMPION IN HERE,” to life. The sounds of shop tools and starting engines begin, small and sparse. They quickly build to create a recognizable rhythm to the iconic chant, "I believe that we will win." Chainsaws, motorcycles, rally cars, leaf blowers, go-karts, RC cars and more all join in the chant. The chant then blends with the voices of people from all walks of motoring life—racers, stunt riders, welders, mechanics, drivers and more – a visceral demonstration that the infectious spark of Champion products can ignite the will to win in all of us.
(Airing this month on multiple channels: Media NBC, NBCSN, Discovery, Nat Geo, ESPN, TNT, Fox Sports, TNT, and YouTube)