RESULTS: Advertising drove more than 4.75 million inquiries. $4 billion in direct spending. And a $7 to $1 return on investment in year one alone.
AWARDS: 23 ADDY's including Best of Show 2016, 4 W3s, Obie, 3 OMMA, 5 TELLYs and named AdForum's Best Travel Campaigns in the U.S. 2016
It’s 3 days, 60 miles and the greatest distance you can go in the fight against breast cancer. But when someone you love has battled breast cancer, nothing less will do. So this campaign was created to reach co-survivors on an emotional level and inspire them to Do Something Huge—financially, physically and emotionally—by participating in the Komen 3-Day walk. This award winning integrated campaign has been celebrated with multiple ADDYS and Tellys.
"DON'T BE AFRAID TO FAIL, BE AFRAID NOT TO TRY." - Michael Jordan
That was the challenge to the team when we were looking to get some industry attention for our independent agency in Dallas, TX without spending a dime on paid media.
INDUSTRY RECOGNITION: Story covered by 233 media outlets, 3 feature articles in AdWeek and AgencySpy, 2,020 unique site visitors and 5,688 video views within in a 5 day span
AWARDS: W3s, ADDYs, TELLY
"FOOSBALL"
This spot ran all over the globe and is hands down one of my all time favorite productions working with the insanely talented Tarsem, The Mill and The Whitehouse impaling Manchester United and Juventus inside of a foosball table.
AWARDS: Cannes, Clio, London Int'l Festival, Lurzer's Int'l Archive
America’s favorite cow was first introduced in 1937 and after 75 years, Elsie has never gotten old. She appeared in print, on the radio, and even in movies. Yet over the years it seemed as if she had been put out to pasture. We thought it was time to bring Elsie back and give her a contemporary way to connect with today’s moms. After all, Elsie was a mom herself and spoke her mind about topics dealing with family, kids and health. And what better way to connect than through social media?
So we established a social media identity for Elsie and gave her Facebook and Pinterest pages where she could continue her mission to bring moms together. With her sharp wit and a giant hoof-sized keyboard, Elsie celebrates the things that make kids unique, shares her wisdom on helping them grow up healthy and strong and gives fans a friendly wink every once in a while. In the first five months, her fan base grew from 3,000 to over 60,000.
AWARDS: 3 ADDYs and a W3 for social campaign.
TEAM: Julie Bowman CD/CW, Nick Munoz AD/Designer, Katelin Hermsen Jr. AD
Travel is an immersive and sensory experience that cannot be conveyed through photos alone. With that insight, in partnership with Deep Local, we proactively pitched to our client the idea to have Texas bottle its air to entice millennial travelers to visit using the sights, scents and sounds of Texas.
How it would work: We’d collect and can Texas air in diverse destinations that hit various consumer passion points—from outdoor adventure spots around Austin to Texas food and music festival spots like Poteet and beyond. We’d develop perfectly-matched scents and sounds for each town, festival, or attraction that are held in custom designed beverage cans. The back of each can will list a mini itinerary for a weekend of activities, cuisine, and attractions that appeal to our “Authentic Adventurer” audience. The itineraries would be created by Texas resident influencers. Select cans would hold plane tickets for a trip to that Texas spot. All cans would hold a tag that drives to Traveltex.com and encourages social sharing with #cantexas.
We’d modify a retro vending machine with a video display and replace the expected beverage choices with Texas destinations. Consumers select a destination to dispense a can, which would trigger a video of that Texas destination to play on the vending machine’s screen. Consumers will crack open the can to watch and smell Texas. Like a seashell, holding the can to their ear will allow them to actually hear that place. The vending machine would be placed in high-traffic areas, such as subway and train stations, in a few key target markets such as CHICAGO, BOSTON and NYC. We’ll document consumer reactions through short videos during the experience and a longer recap video. This project has been shelved due to a legislative year.
While at BBDO we pitched the idea of creating a line of luxury beauty products labeled "Ms." to be handed out in department stores as an experiential program to help raise awareness and funds for the Ms. Foundation for women. Each product was designed to look like the real deal, yet packed a powerful punch with disruptive messaging.
The Ms. Foundation is a non profit dedicated to promoting and defending laws and policies that protect women's rights, safety and well-being.
"We are literally standing in the epicenter of pop culture." - Bryan Buckley
THE OSBOURNES: EMMY Nomination, Cannes shortlist, Effie, Clio, CA, NY Festivals, ADDY, Lurzer's Int'l Archive, named Top 25 Super Bowl Spots of all time
BRITNEY SIGHTING: Effie, ADDY, NY Festivals
For finicky teenage sour tastes, WARHEADS offers a spectrum of sour intensity, starting with the sweetest of sours: WARHEADS Sour Chewy Cubes. Already having a legion of Extreme Sour candy fans, the challenge was to build awareness of the new, sweeter chewy cubes and brand WARHEADS as the sour candy that satisfies even the most discriminating sour tastes.
How did we accomplish this? Everyone has a sweet tooth. Everyone has a sour tooth. Meet the Teeth. Always at odds, we created a series of 12 webisodes featuring their banter inside a paper mache mouth. The Teeth took over the WARHEADS Facebook, Instagram and Twitter accounts, continuing their banter and inviting users to join in their never-ending scuffle. In four weeks alone, daily reach increased 3,354% from before the campaign - all with no paid media and an incredibly small budget.
AWARDS: 2 W3's for integrated social campaign & original content
PHOTOGRAPHER: The late & great Rodney Smith
RECOGNITION: PDN Awards, CA Photography Annual
A product launch celebrating any moment we have in #winning, especially the small ones.
For SapientNitro's 2011 SXSW sponsorship, we set out to create a theme and experience for our opening night party to reflect our creativity and breadth of capabilities. The theme: "Carnival of Convergence" where the old days of side shows meet the digital age.
