As the leading brand of paper shredders among businesses worldwide, Fellowes saw a threat in the rise of look-alike, knock-off brands. So they called on us to create a campaign that increases awareness of all the breakthrough technological innovations that differentiate Fellowes shredders from the competition. Our integrated solution draws on rave reviews from satisfied consumers while leveraging an existing brand element competitors can never imitate: Morty, the iconic Fellowes bulldog. With the pooch taking a starring role, the program focuses on messages of toughness, durability and reliability while prominently featuring the bulldog mascot introduced in the previous year. The program has enabled Fellowes shredders to expand their reputation as makers of innovative, durable equipment, and Morty has made the brand more recognizable than ever.