Curiosity goes from big wins to winning big attention for clients

After years of winning new business, Curiosity set about getting attention for its work in 2023, and succeeded in a big way. That included launching a “Food That Delivers You” campaign for FreshDirect and campaigns that helped Dude Wipes grab attention at the Super Bowl both out of home in Las Vegas and with an ad that ran during the Big Game in local markets. See all of Ad Age’s 2024 Creativity Award winners here Curiosity’s revenue rose 22% to $16.3 million last year as staff grew 15% to 75 at the Cincinnati-based agency’s new office space. The shop, while working to make a name for its creative, also won the media account for Gorilla Glue, the agency’s biggest media-only win to date. Curiosity also picked up new creative assignments from Academy Sports, ThermaCare and pH-D Feminine Health. And it continued as agency of record for two of the fastest-growing brands—Native and Zevo—of its biggest client, Procter & Gamble Co. For FreshDirect, Curiosity set out to convince New Yorkers that it delivers the freshest products and best experience because of end-to-end control, using some hyperbole in showing Icelandic cod fishermen and Sumo citrus growers paying close attention to their orders. Curiosity partnered with comedy director LJ Johnson of Howdy Gang Productions; the campaign featured music from New York singer-songwriter Imani Coppola. Curiosity drew far more attention for Dude Wipes, including a “Drop Your Drawers” campaign that made it to the Super Bowl in four regional markets. Curiosity got more attention still for Dude Wipes with outdoor advertising in Las Vegas, including a “We love a clean tight end, too” ad playing on the Taylor Swift–Travis Kelce relationship that got plenty of added mileage on TMZ and social media. The Super Bowl ad brought a 10% sales lift and a three-percentage-point rise in unaided brand awareness to 15% in test markets; the outdoor campaign generated 35 million impressions.

Curiosity goes from big wins to winning big attention for clients

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