Yours, For Life

Over the past 40 years, Benchmade has earned a reputation for democratizing heirloom-quality pocket knives. We sharpened Benchmade’s brand with a 365-campaign that owned its legacy of innovation and redefined how it brings new knives to market: helping grow consumers’ product love into brand love along the way.

The Ask

Tap into existing passions with a scalable framework that increases sales and improves the customer experience, as well as sustain fans’ excitement across 44 new releases spread out over an entire year.

Enabling Every Pursuit

To highlight the performance, versatility and enduring quality of Benchmade knives, we enlisted the help of real customers who defy categorization. From a big wave surfer who moonlights as a stuntman, to an award-winning snowboarder who’s most at home on the river, to a bow-hunting former Navy SEAL, we hand-picked multi-faceted subjects that could articulate how Benchmade’s rock solid reputation can enable owners to build their own legacy with renewed purpose.

More Than Just Big Talk

To translate this exciting brand momentum into new sales, we partnered with Benchmade to create new product launch protocols using a shared visual standard that focused on the quality craftsmanship and lifelong dependability Benchmade is famous for.


Due to business classification restrictions, paid-media was not an option for promoting this body of work. We exposed every opportunity for content placement across owned and earned channels to ensure visibility. We then shot and edited native content backed by a detailed content strategy that would ensure a positive brand sentiment and conversion at dotcom.

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