overview
Legacy, a DTC digital fertility clinic, sought to normalize conversations about sperm and fertility among men and couples. We launched an integrated brand campaign in Austin, TX, that defied media restrictions and sparked engagement—including candid interviews with men on social, a sperm-branded shuttle, and a giant mural that made its way to r/Austin.
Say: Campaigns & Media
Art Direction & Copy
Content Production
Creative Strategy
Be: Branding & Consulting
Visual & Verbal Identity
Challenge
Legacy, a fertility clinic for people with sperm, needed to break the silence around sperm and fertility issues for single men and trying-to-conceive couples. But how could we spark this conversation in a way that resonated and spread?
Solution
We transformed Legacy's brand book into a conversation catalyst on sperm fertility – an integrated campaign spanning OOH, digital, and social in Austin, TX.
Letting media restrictions on sperm-related terms fuel us rather than hinder us, we turned to press, social media, and creative OOH tactics to generate buzz. Our work sparked subreddit discussions, got people to take their cameras out, and contributed to millions of earned media impressions. A 1-day shoot netted in a fresh asset library that would fuel their website and social content for over a year.
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outcome
Tiktok views
day Shoot
New Assets
Brand Ambassadors
