As Pelican's lead agency, Questus developed the strategy, platform, creative, and media plan for the launch of an incredible new product line. Using a full-funnel chronological storytelling strategy, the first stage forged an emotional connection with consumers through high-level lifestyle video content that depicted the products immersed in vivid outdoor environments. At the next stage, the story rationally linked that emotional appeal to the features and benefits. In the third and final stage, the narrative took a hard focus on urgency and conversion to drive sales.s, ultimately leading to conversion and evangelism.