As lead agency across strategy, creative, and media innovation, Known is helping a 150-year-old security brand feel relevant. “Safe-ish” flips the category’s scare tactics on their head, skewering “good enough” habits — like hiding a key under the mat or trusting a flimsy lock — and contrasting them with ADT’s connected systems. Powered by always-on optimization, the campaign reframes ADT as a modern technology company. Within the first three weeks, user engagement doubled, and perception shifted from viewing security as a negative experience to a positive.
ALSAC/St. Jude | “Art of Hope”
Known is helping ALSAC/St. Jude on its path to becoming only the second U.S. charity to raise $3 billion in a single year. in “Art of Hope,” the pair leveraged Skeptic to create the first AI campaign directed by pediatric cancer patients themselves. The effort generated 45 million impressions and increased typical views by 1,200% on Instagram, 2,200% on Facebook, and 167% on YouTube.
Hulu + Live TV | “Sports Meets Sitcoms”
Tasked with growing Hulu + Live TV — one of the brand’s most important initiatives — Known needed to talk to sports obsessives and entertainment hounds at the same time. The solution was a comedic universe where athletes and TV favorites crashed into each other. In “Jimmy Butler’s Butler,” the NBA star trades deadpan barbs with Geoffrey from The Fresh Prince of Bel-Air, winning four Clio Awards. Follow-up work like “Hulu + Live TV Acting Academy,” starring Charlie Day and NFL star DK Metcalf, generated significant buzz.
