truth / The Crazyworld Campaign

Posted November 07, 2009 / truth / The Crazyworld Campaign

WELCOME TO CRAZYWORLD

As adults, we understand that the world is not a black and white place, and the delineation between right and wrong is hardly ever that clear. But teens have a much more acute sense of rightness and wrongness – of what they believe to be fair and unfair.

With the Crazyworld campaign, we wanted to leverage that insight and show young people a world in which most businesses are held to one set of rules and standards, while Big Tobacco operates in a parallel universe in which their actions are relatively devoid of consequence. It’s an upside down place, and unfortunately, it’s the world we live in. Welcome to Crazyworld.

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Volkswagen GTI MK V Launch Campaign / Make Friends With Your Fast

Posted November 07, 2009 / Volkswagen GTI MK V Launch Campaign / Make Friends With Your Fast

VW_FAST_500
Click to enlarge.

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The Proper Breakfast “Moustache”

Posted November 06, 2009 / The Proper Breakfast “Moustache”

Click to enlarge.

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Earthlink / Direct Response TV

Posted November 03, 2009 / Earthlink / Direct Response TV

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Monster / Superbowl TV

Posted November 03, 2009 / Monster / Superbowl TV

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Take Care Clinics / Television

Posted November 03, 2009 / Take Care Clinics / Television

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GAP / watchmechange.com

Posted November 03, 2009 / GAP / watchmechange.com

GAP_SCREEN1_Laptop
Recorded user experience.

CHANGE. IT FEELS GOOD.

Watchmechange.com was created in 2005 with the help of our friends at Fuel Industries, as part of a campaign to build conversation around the GAP brand while the company engaged in a market-by-market remodel of its stores.

The site was initially seeded to a handful of local blogs and news sites in the Denver and Hartford areas (the first GAP markets to undergo the remodel). But in the months that followed, visits to watchmechange.com exceeded 3 million with more than 1 million unique visitors, and the site was featured in the Wall Street Journal.

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BK Chicken Fries

Posted October 31, 2009 / BK Chicken Fries

IT’S CHICKEN WITH THE COURAGE TO BE FRENCH FRIES

This work for BK Chicken Fries was originally created for the introduction of the product in Spain, but when our BURGER KING client here in the US saw the ads, they sent us out to produce these English-speaking versions as well.

Though the ads ran on US television for just a short time, postings on YouTube have received well over a million views collectively (and counting).

I’m very proud of them. And they make my little daughters laugh, too. Even (and perhaps, especially) in Spanish.

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Monster / Direct Response TV

Posted October 29, 2009 / Monster / Direct Response TV

BLUE COLLAR, WHITE COLLAR, NO COLLAR. MONSTER WORKS FOR EVERYBODY.

Everybody knows Monster.com. But most job hunters and employers only considered the job site for certain kinds of positions. Monster believed their plan for long-term success depended on attracting a broader range of job postings and candidates – essentially replacing local newspaper classifieds.

They wanted a broadcast message for local markets that spoke to both employers and job candidates simultaneously, so we focused on the problem that exists where those two groups intersect – the job that’s not getting done.

Together with our friends at Redtree Productions, we shot a campaign of three spots in one day at a warehouse down the road in Needham, MA, using no on-screen talent (except for one hand model), and pulled the whole thing off on a shoestring.

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BK Chicken Fries / Spain

Posted October 29, 2009 / BK Chicken Fries / Spain

WELCOME TO TEATRO DEL POLLO

How do you introduce a product like BK Chicken Fries to the people of Spain? How do you even explain a product like BK Chicken Fries to Spain? Well, we started by discussing the role of social class distinctions in that country, and how we might relate those distinctions to a chicken and a potato. Seriously.

The integrated product launch included the television spots above, plus radio, out-of-home, and a microsite – teatrodelpollo.com (chickflix.com in the US).

BK_CHICKFLIX_1_IN LAPTOP_500
Visit site.

In a market with a traditionally less-than-friendly view of fast food marketing, the campaign was a huge success for BK Spain, and it was extended with additional creative and media the following year.

Besides shortlisting at both the Cannes International Advertising Festival and the London International Awards, the television work won Bronze at the El Sol Awards in Spain. Not bad, considering neither I, nor my creative partner at the time, Anja Duering, speak any Spanish. Special thanks to our friend and former CP+B colleague, Mauricio Alarcon, who speaks it extremely well.

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