In Super Bowl LI, Alfa Romeo Giulia said goodbye to “Predictable.” Giulia also proved to be the world’s most beautiful athlete and achieved perfect balance.
Cannes Design Shortlist — Bird droppings can lead to a fungal infection that gets in the lungs, bloodstream and the eyes. The CDC estimates overall, each year in the U.S., there are about 500,000 exposures, 5,000 hospitalizations, and 800 deaths due to histoplasmosis. Problem is, thousands of people are being misdiagnosed as its symptoms are similar to asthma, bronchitis and pneumonia. Including myself. After being misdiagnosed for a full year, this disease nearly killed me in 2008 and resulted in losing a third of my right lung. I consider it my mission to raise awareness of histoplasmosis so doctors consider it as a possible diagnosis and patients know what questions to ask.
Where there is Wonder, joy will follow.
Creative Direction — Nature’s Own is baked with so much goodness, it has the power to bring everyone together.
Bridgestone is the leading tire manufacturer in the world. In the U.S., the tire category focuses on the negative: potholes, thunderstorms, road hazards and babies in danger. Our campaign brings some levity to the category by focusing on the comically-busy, exciting lives of our customers and how Bridgestone tires help them keep up and keep going.
The common behavior in pest control is “see a bug, kill a bug”. How do we switch behavior to become proactive instead of reactive? We needed to deliver homeowners with the truth about pests and termites. Pests are disease. And termites can be financially devastating. The only thing that can give them the proactive control they need to keep a healthy home and healthy investment is the Terminix Ultimate Protection Guarantee.
How do you convince the nation to spend money on their lawn in the midst of a recession? You reveal an unavoidable truth. Our society has become technology obsessed. With our face in so many screens all day, we have lost our appetite for real, visceral experiences and connections. Our job became simple. Establish the lawn as something much more than a lawn. It's a healthy, lush canvas for authentic, sensorial connections. Which is why "Live Life Outside" became the brand's noble purpose. Because a life lived outside is a better life. And suddenly, your lawn is worth keeping beautiful.
We created a family named "The Yardleys", who have adopted this noble purpose to the point of moving their entire life outside 8 months of the year. Meet the Yardleys and live life outside.
This is the very first nationwide campaign for the dental benefits category. Our strategy is grounded in a fundamental truth — when a smile is healthy, it has the power to transform someone’s life in many different ways. So it was an exciting opportunity for our agency to deliver a campaign that demonstrates the transformative power of a smile in an utterly authentic and memorable way.
Cannes Gold Lion in Integrated Media — It was big. The first time ever the brand was launching a product other than cereal. In fact, it was launching a whole portfolio of products to help women manage their weight. Smack in the middle of the dieting Superbowl – January 1st. We broke through the clutter with an original idea, original executions and original media beginning Midnight on January 1st in Times Square. From there, it was a real-time surround sound media plan that helped women in their moments of weakness discover The Difference is K.
Known for its curiously strong peppermint, wintergreen and cinnamon mints, Altoids was looking for a way to launch its first Ginger mint. If anyone was going to love this naturally spicy mint, it would be the yoga-taking, tree-hugging, vitamin-dropping target. So we created uniquely irreverent posters, print ads and yoga mats and put them in places only this unique target would appreciate.
For years, this brand has stood on its equity of being the first 100% juice. Problem is, now the entire aisle is filled with 100% juice and then the recession hit. So how do we develop an emotional connection with her that will override price and percentages?
In a category filled with a lot of good old fashioned, Grandma-lovin’ pancake mixes, Krusteaz didn’t know where to fit in. Not to mention, a name that no one knew how to pronounce. What it did have was a unique, creative more modern personality compared to other brands. And we realized that women were looking for a brand that could feed their creativity. So we positioned Krusteaz as the fun-loving, modern pancake mix that could inspire creativity. Then, we came up with a tagline that solved that whole “hard to pronounce” problem.
Cannes Gold Lion and Gold Effie winner. And quite possibly, my favorite target audience of all time. The Always woman is a woman who enjoys being reminded that she’s a woman, every month. She takes pleasure in slowing down and pampering herself. So we built on this insight and created a strategy of Period Positivity. We wanted to give her permission to do what she loves most, all month long. We spread the happiness all the way to Africa where we helped little girls stay in school. By building bathrooms and supplying protection to remote villages, we allowed little girls to stay in school during their time of the month. This didn’t just change their mood, it changed their society.