Federal Cartridge

For years Federal Cartridge relied on ballistics and technology-speak to sell it’s hunting ammunition. And while that appealed to certain buyers, research indicted little loyalty. Bullets are bullets, right? But research also revealed that for the vast majority of sportsman, hunting is an tradition passed down through generations. In other words, it’s not about what you put in your gun. It’s about what hunting puts into your relationships, with your father, your buddies, your dog, yourself. Linking the brand to these deeper, emotional motivations built a strong, lasting connection between consumer and brand.

Agency: Martin/Williams. Creative Team: Christopher Wilson, Ray Fesenmaier.