Brine - #WatchUs

Brine Lacrosse

Case Study

  • Brand Strategy
  • Research
  • Product Launch
  • AR
  • Website Development
  • Video Production
  • Photography
  • rebrand
  • Campaign Development

For over 60 years, Brine has been innovating and improving the game of Lacrosse. Stick by stick. Head by head. Victory by victory. Brine prides itself on being a brand dedicated to commitment, hard work and most importantly – the game of Lacrosse. A historically men’s focused multi-sport brand, this past year we worked with their internal creative team as they rebranded, creating a new logo and campaign to launch a brand focused campaign as well as a new stick and head, that reintroduces the brand as a women’s focused leader in lacrosse.

The end result was a campaign strategy that used lacrosse influencers, social media, a print ad and seeding boxes to point to a microsite featuring the campaign manifesto and user submitted videos. The site encouraged women to share their favorite lacrosse moment using Brine’s custom filter, as they tell the world to #watchus. The captured content was repurposed on Brine’s social channels. The campaign debuted on International Women’s Day aligning Brine’s efforts to support and create change across women’s lacrosse.