In 1946 Charlie Wohlford, leveraging his reputation for repairing Canadian loggers' boots to better than new, founded Dayton Boots. The company emphasized quality and grew largely on word of mouth. In 2010 they hired Rethink Canada for an ad campaign. The result was interesting.
Tigers bite back. Endangered Sumatran tigers have taken the destruction of their habitat into their own mouths by killing three & mauling several other illegal loggers.