After nearly 15 years of organic growth, Help Scout was floating in a sea of sameness—everyone was leaning hard into AI deflection and cost-cutting messaging. Having just completed a major business transformation and brand refresh, they were ready to launch their first-ever brand awareness campaign and needed a partner to help them stand out while staying true to their delightfully human approach.

So they asked us to have some fun.

We partnered with Help Scout to create a brand campaign rooted in a simple but radical idea: customer delight isn't just nice to have—it's a catalyst for growth. Instead of showcasing features, we built "Delight Labs," a playful yet credible concept that positions Help Scout as the research headquarters for everything that makes customers happy.

Drawing inspiration from their B-Corp values, we developed a campaign that celebrates being refreshingly human and unapologetically focused on making customers smile. The creative approach brings levity and memorability to an industry that often takes itself way too seriously.

We crafted a flexible campaign system designed to work across out-of-home, digital, and activation touchpoints, speaking to growth-minded SMB leaders who understand that exceptional customer experiences are their secret weapon.

The Help Scout team didn't just launch the campaign—they lived it. Long after we handed over the toolkit, they continued sharing new "delight experiments" and even spotted Delight Labs scientists at Red Sox games, right next to their Fenway billboard.

Turns out, the best way to spread delight is to start with a team that's absolutely delighted to share it with the world.