Adam Gayner of thread

Adam Gayner is the chief strategist at thread. Thread is a multi-disciplinary, idea driven New York ad agency, oriented toward Gen. X and Y. PSFK sat down with Adam and got the skinny on what thread is doing and where they gather their inspiration.

1. So what is Thread up to right now?

thread is primarily focused on the development and launch of its own consumer packaged goods brand, meaning a brand owned by the agency. Earlier this summer, we completed a creative assignment for Jonathan Antin’s haircare line of products and filming on his show, Blow Out on Bravo. This was the second year doing that and it was a trip once again. The brand has been a big success. As that started to wind down, we decided to jump on an idea that we’ve had brewing for a few years now. So for the balance of the
year, we agreed to take on less-intensive client jobs and focus on this new idea.

2. Tell me about Fred?

Ok, I can’t skip over the fact that the two companies rhyme and sound phonetically alike. As far as I know, my subsconscious had nothing to do with this one. As far as I know. What’s really wild is the fact that when I announced the company name in San Francisco back in the late nineties, I had to stand up and announce my resignation to the company I was working for at the time. I excitedly went on to explain the company. I said: “And the company name is thread.” Just then, one of the employees yelled out:
“Fred?” I corrected him, but that is really really weird looking back now.

With Fred, we setout to do the unexpected. We setout to create interest and excitement around something as mundane and mono as water. Water brands are primarily saying to the consumer: “Look at me, I’m from Maine. You should like me. Look at me, I’m from Fiji. You should like me more. Ah, yes, but what about me? I’m from France.” One is even saying: “Spring water is for swimming, brand x is for drinking.” These consumer-facing brand debates have been happening for quite some time. We believe it’s worn out. It’s not only boring, but the premise is weak. And when we looked at consumer behavior and attitudes, we found that a majority of our society doesn’t buy
it anyway. At the same time, they haven’t had any other choices. So we thought, what could we do to create a new, fresh relationship between people and the one beverage they consume every single day. From there, we determined that water has zero personality. You’ve got Monster, Redbull, Rockstar, Mike’s Hard Lemonade, and so on [not to mention the liquor brands], why can’t water be interesting and engaging? So we gave it a name, literally. We didn’t refer to it as someone’s water [Fred's Water], we named IT Fred. IT is Fred. Next, we determined that because water is different than other single-serve beverages [because of the fact that you carry it with you everywhere you go and drink it everywhere you go throughout the day], that we should look at containing it in a different, more ergonomic form-factor. You watch people walking down the street with a big bottle of water in their hand. It’s such a normal thing to see these days. And if you think about it, it’s almost robotic. People walking around with their arm extended out, balancing water as if it’s gonna spill or something. So we flattened the bottle, taking cues from the canteen and flask. We designed an original look with a functional improvement. It’s much easier to stow in your pocket or bag, it takes up less room. You can also grab your mobile phone, keys and Fred in one hand. Try doing that with a round bottle of anything. Third, we found a great source of natural spring water, with a super-smooth taste. Then, of course, we created a
weekly Zine letting people in on the things Fred likes, a myspace account for Friends of Fred, an online store to buy Fred and an ad concept titled “He’s Water.” It’s a functional tagline with a twist, referring to the brand as a human. The ads show Fred hanging out in people’s back pocket, hoodie pocket, purse, you name it. Headlines read: He’s got a blackbelt in hanging out. He’s there when you need him. He’s got your back. He will be a hit at Fashion Week.

In the fall, we’re launching a viral campaign that’s really funny. We also have a product development plan to constantly stay ahead of the consumer.

3. What did you draw upon to inspire you for this project – (could be anything).

The main inspiration came from the desire to take something mundane and make it exciting and interesting. And of course, there’s the social benefit of making something good for you more desirable. Water is better for you than any of the other drinks. No matter what they tell you on the label.

4. Why did you use these inspirations? What human emotions do they play upon that you felt necessary for this project?

As ad people, we all like to have fun and play around with new and interesting concepts. This is simply that. To inspire people with something unexpected, new, fresh, surprisingly relevant.

5. In your day-to-day work – how often do you feel inspired? Is it important to be inspired?

I feel inspired a little too much. Pretty much all the time. When it’s time to get the tactical things done, I have to make a real effort to switch gears. In many ways, it’s a good problem to have. But it is a problem :)

6. How do you kick start your off-days: How do you find inspiration?

I wake up. Then the first thing I do is go back to sleep. I do this a few times unless I have a meeting that I can’t justify in my mind missing. And believe me I try. First, I say to myself [with drool all over my chin]: “I’m the boss. They can wait.” Then, I realize I’m being a jerk and wake up. Lately with Fred off the ground, I am waking up really early. It’s a new thing for me.

Ok, do you want a serious answer? I don’t know. I guess most of my inspiration comes from observation about the ways things are versus the way things could be.

Thank You

thread