Pete Hausler

Since 2017, I have written catalog copy for hundreds of items for Garrett Wade tools. I preview the items and create a backstory for each tool, based on the item’s unique history or, sometimes, presented as a simplified how-to. Think Stanley meets J. Peterman. The challenge is to write captivating copy that mimics the existing folksy and direct voice of this nearly 50-year-old company, without sounding too old-fashioned. Here is a sampling of popular items, or ones that were particularly fun or interesting to write.

Brief: Although there was a huge surge of early adopters, the yearly subscription rate has dropped off. Convince New Yorkers and tourists alike, that Citibike is the ultimate alternative transpiration option.

Solution: "ICNY" campaign ecosystem. Inspired by iconic I [Heart] NY. Includes event partnerships, print ads, OOH media such as billboards, bike kiosks, and posters; and social media.

Brief: Unfortunately, this is a product that missed the fitness movement of the early 90’s. While there are many products that have emerged to help give you a more energetic, longer-lasting workout, very few have developed to help an athlete recover from all these more intense workouts. Now is the perfect time to take advantage of the recent popularity of all-natural and holistic remedies.

Solution: Print ad campaign that targets specific sports. Ideas are adaptable to digital platforms.

Brief: Develop a brand activation concept that links Sunglass Hut to the purpose of inspiring, inviting, or attracting people to spend more time outdoors. 

Takeaway: Sunglass Hut makes me feel like a part of something freshly energizing. It has re-connected me to the outdoors, which got squeezed out of my routine.

Solution: "Outdoor Your Life" campaign, including print ad and series of Instagram spots.

Brief: Think of all the occasions/touch points where Dramamine would be relevant. Product is used when traveling on multiple modes of transport, including boats, planes, buses, cars and trains. Remember, travel is an emotional endeavor.

Solution: "Destination and Journey" campaign. Includes print ads, and OOH media such as bus shelter posters, airport kiosks, airline seat-back screens, etc.