Bag Balm has been made in Vermont’s Northeast Kingdom for 115 years. The products help maintain and revitalize skin for a loyal following of customers. As part of an integrated campaign, Place produced a video that encapsulates the rich history and nostalgia the brand was founded on. Their goal was to reach new audiences while staying true to their core. Research and survey data led us to two pillars of the brand that resonated with Bag Balm’s core audience: the story of the farm + Bag Balm’s origins in Lyndonville, VT. We used these pillars to develop a storyline that’s authentic and unique to the brand. When the video was posted to Facebook, it generated 1,220 shares, 185 comments, and 99,000+ views – with no paid promotion.