PJ1 — Josh Stern

PJ1

PJ was huge to motocross and supercross pros. But not so well known when it came to the everyday enthusiast. The kind of person out for something very simple- speed. So, here very simply, is speed. We built an integrated campaign around the line, Hold On.

Microsite designed to let people get out and ride. If this works for you, lemme know.

1) Apply PJ1 to your bike. 2) Apply Separation Prevention Application to yourself and bike seat. 3) Hold on. (Duct tape, velcro and glue inserts ran in subscribers polybagged issues.)

1) Apply PJ1 to your bike. 2) Apply Detachment Deterrence Device to yourself and bike seat. 3) Hold on. (Duct tape, velcro and glue inserts ran in subscribers polybagged issues.)

1) Apply PJ1 to your bike. 2) Attach Anti-Disconnection Apparatus to yourself and bike seat. 3) Hold on. (Duct tape, velcro and glue inserts ran in subscribers polybagged issues.)

Take 2. While the previous, "Hold On" campaign helped attract new customers, PJ thought it made more sense to concentrate his advertising dollars on the guys eating dirt for a living. So we created an integrated campaign around the line, Ingredients for Victory. It helped increase sales by 20% compared to the same period the prior year. PJ’s website also had a 40% increase in visits. The work appeared in Creativity and Graphis Advertising Annual. To launch the entire site, visit: PJ1.com

Playing off the tagline, Ingredients for Victory, we created a series of fun, recipe-like ads that touted the merits of using all PJ's products to slice and dice the competition.