On Halloween, we paid homage to some of our favorite horror flicks and gave stains a fair warning with these :15 broadcast and pre-roll spots.
Additionally, we created several Vines and a pre-roll spot for Tide and the Winter Olympics. We teamed Tide with Downy as figure skaters and released Vines on owned social channels throughout the two week competition.
Both sets of campaigns brought in a lot of press, including an Honorable Mention at the Webby Awards.
Role: Concept & Copywriting
Art Direction: Craig Bosko
Vine/Twitter/Facebook post copy:
It takes two to tango. Just another reason why @Downy and @Tide are #BetterTogether. #Sochi2014
Vine/Twitter/Facebook post copy:
@Tide and @Downy are the coolest pair to burn up the ice since Chazz Michael Michaels and Jimmy MacElroy in '02. #BetterTogether #Sochi2014
Vine/Twitter/Facebook post copy:
With clean lifts and soft landings, @Tide and @Downy really are #BetterTogether. #Sochi2014
Did you know that hugging someone for 20 seconds releases a chemical in your body that makes the two of you form a bond? Neither did we, until Google told us. Building on the existing campaign "Downy Hugs are Softer Hugs" we found life-long friends, high school sweethearts, brothers, and sisters, and we asked them to share their stories. In the end, we asked them to stand up and hug. We kept it simple: minimal branding and a CTA to just #Hugmore. The video we created received over 1MM views on YouTube, was shared countlessly on Twitter and Facebook, was highlighted in multiple worldwide online publications, and was an AdWeek Ad of the Day.
Role: Copywriter
Creative Director: John Robinson
ACD: Deb Seigel
Art Director: Craig Bosko
Post copy:
What's the one gift you can give and always receive in return?
Two different OLA units with the embedded video and the ability to share on Twitter.
Unfortunately, there isn't a financial literacy handbook given to you once you graduate college. No one really discusses why credit scores are important, or that you'll probably still be paying your school loans when you're cutting checks to daycare. That's why Bank of America created Better Money Habits—a site for financial guidance. So we came up with an idea on how to reach this audience, by launching a Bank of America Instagram channel. We created two different campaigns: one where we hired graffiti artists to create huge, live paintings delivering contextual messaging, and the other where we found real people talking about relatable financial issues. Both campaigns brought us thousands of followers in a short period of time, but more importantly people started sharing their own stories.
Role: Concept, Copywriting, Creative Direction
Art Direction: Brian Clark
Additional Creative: Ellen Federman, Kate Jurras-Buchannan
Instagram/Facebook post copy:
Face it: you're worth saving for. Putting aside as little as 5% of your monthly income could be the difference between living like a roadie or a rock star. #ConcreteAdvice #BetterMoneyHabits
Instagram/Facebook post copy:
It took a few days for @madsteez to create our latest #ConcreteAdvice message, but it only takes minutes to start a savings plan. #BetterMoneyHabits
Instagram/Facebook post copy:
Americans spent an average of $861 on gifts last year. This year, shake up the way you shop by creating a budget using #BetterMoneyHabits. #ConcreteAdvice
Instagram/Facebook post copy:
Feeling trapped from overspending this Holiday? Set account alerts and and roll into the new year with #BetterMoneyHabits
Instagram/Facebook post copy:
"My parents said, 'Go to school. Get a job. Save money.' I decided to do things differently. I don't know if it's the right way or the wrong way. But it's a way." // When it comes to money, do you follow advice, or follow your gut? #FaceValue #BetterMoneyHabits
Instagram/Facebook post copy:
"I try to save for experiences. I saved for an XBOX when I was in 10th grade, and I have no idea where that is. But I went on a trip to Utah and I'll remember that forever." // What are you saving for? #FaceValue #BetterMoneyHabits
Instagram/Facebook post copy:
"I try to budget for really important things. Rent, bills, emergencies and my puppy." // When it comes to money, we all have priorities. What are yours? #FaceValue #BetterMoneyHabits
How do you make something as bland as pharma moderately interesting without showing a couple in a hot tub on a beach or playing skee-ball at the county fair? You make it moving. Literally. We created a parallax site for Biogen that highlighted scientificy molecular animation on nearly every page. We took the standard block-and-tile approach to pharma sites and made it more amoeba-esque. More organic. More scientific without the starched white lab coats.
Role: Concept & Copywriting
Art Direction: Craig Bosko
Besides being a parallax site, we embedded video to create additional movement in the site. Examples below.
Game of Thrones is one of the most celebrated shows in recent history, Breaking Bad withstanding. Fans flocked online before, during, and after episodes to break down even the most minute detail. So how does a laundry detergent have a voice in that conversation? By proving that Tide is just as big of a fanboy of the show. Moments after the season finale, in which we saw a son shoot his father with a crossbow over a lover, we posted a simple image on Twitter. The next day we posted a recap of all the stain making moments of Season 4. Not only did fans react positively to our posts, we were picked-up in multiple online publications.
Role: Concept & Copywriting
Art Direction: Craig Bosko
Twitter/Facebook post copy:
Sometimes love can get a little messy. #GoT
Twitter/Facebook post copy:
Season 4 was the messiest yet. We went back and tallied our favorite stain-making moments so you don't have to. Which one was your favorite?
Hopefully you checked out the tile before this one—the one with the thumbnail of the purple lady with an afro. If not, here's the skinny: Bank of America created a site for millenials to help them figure out what's what when it comes to money, credit, and life. And we said, "Hey! Let's go where they are. You know, Vine." So we did. And they loved it. And since you can't link-out on Vine, we posted these on Twitter as well and drove them to the Better Money Habits site.
Role: Concept & Copywriting
Art Direction: Forrest Plassmann
Viner: Jethro Ames
Vine/Twitter/Facebook post copy:
Forget to cancel a free trial offer? Don't let your money escape. Check your statements and look out for "grey charges." #BetterMoneyHabits
Vine/Twitter/Facebook post copy:
Making your money grow over time doesn't take a green thumb—just a little something called compound interest. #BetterMoneyHabits
Vine/Twitter/Facebook post copy:
Don't blow through your savings. Celebrate financial independence by creating a budget you can stick to. #BetterMoneyHabits
Vine/Twitter/Facebook post copy:
Keep your credit score in check by knocking out bills on a monthly basis. Even payling late by a few days can be a huge blow. #BetterMoneyHabits
Football. It's what makes people freak out on Sundays during the fall and winter. So when Tide formed a partnership with the NFL we were presented a challenge: Make Tide relevant with football fans. Good news: football is on Sundays, football involves stains, and the majority of Americans do laundry on Sunday. So we found several digital billboards in football markets and created reactive advertising based on the game that happened earlier in the day.
Role: Concept & Copywriting
Art Direction: Craig Bosko
The Colts made the playoffs. Awesome. The Colts were down by 28 points in the second half in the Wild Card game against the Chiefs. Not so much. But what the Colts accomplished in the remaining 28 minutes amounted to the largest comeback win in franchise history and second largest in NFL history.
The New England Patriots and a hot-handed Tom Brady were headed into Cincinnati in week 4 of the 2014 NFL season. Normally, a game this early in the season wouldn't warrant the kind of coverage this one did. Why was that? Because Brady had thrown for a touchdown in 52 consecutive games. Could he become the all-time leader? Not if the Bengals had anything to do with it.
Week 14 was in early December. Chicago was living up to it's namesake, but the wind was accompanied by temps that were hovering a few degrees above freezing, and rain that was coming down, sideways, and seemingly up. It was a gritty, nasty, grimy game and the Cowboys didn't stand a chance.
If you have a pulse, chances are you've heard of Duracell batteries. The problem was, for such an iconic battery brand, they were losing share to their competition partly because the common misconception is 'batteries are batteries.' We redesigned their website with a mission to educate consumers on the advantages of Duracell. And it worked. Their website orders increased significantly in just a few short months after the new site launched.
Role: Concept & Copywriting
Art Direction: Dower Phillips
Dunkin' turned to us to help them spread the word they were launching a new mobile app that made ordering food and beverages fast and easy. We came up with some ideas to that were unfortunately a little too "out there" for them to pick up. Now I'm not the type of person to say the clients are idiots for passing on these, buy I am the type of person to say they're stupid. There is a difference. It's a small difference. Super small.
Role: Concept & Copywriting
We found this guy named Simon who lived in the mountains in Austria. His thing was he would walk out into these large snow fields and create incredible pieces of artwork in the snow with just a pair of snowshoes. Here's the idea we had for a :30 broadcast spot. Although we sold the hell out of this concept, the plug was pulled at the last minute.
Role: Concept & Copywriting
Art Direction: Craig Bosko
