Betty Beauty - color for the hair down there. How great is this product? We also did qualitative research and positioning for them. Seriously.
Betty Beauty - color for the hair down there. How great is this product? We also did qualitative research and positioning for them. Seriously.
CW-X sports bras are unlike anything else on the market - they’re the result of decades of research, and they have a lot of structural bells and whistles. We wanted to let women know all about them, but without forcing them to click over to the CW-X site. Somehow we managed to fit it all in one banner, and keep people entertained at the same time. People interacted for 67 seconds on average (4x the norm).
2008 marks the Food Bank for New York City’s 25th Anniversary. We created this campaign and the accompanying logo to mark the occasion and of course, to generate donations so with any luck, there won’t be a 50th Anniversary.
In height of the primary season, Radar magazine ran a piece about the election, and wanted some fake campaign buttons to illustrate the article. We happily obliged.
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The Economist hired us to overhaul their RFP response program in order to see if we couldn’t do a better job of engaging media planners (the people who decide what magazines show up on a media plan.) The result was a series of custom books that helped bring the Economist readership to life in a highly visual way. We created easily customizeable templates for four of their biggest categories: automotive, tech, travel and finance, and relied on images rather than words to better carry the story for their attention starved media planning audience. Each book began with the phrase, “Imagine you are an Economist subscriber.”
How do you launch a fragrance for a refreshingly uncommercial company like Lucky Brand and still have the fashion and luxury cues necessary to the category? Do something that’s 80% beautiful and 20% weird.
In the summer of 2008, Grand Marnier launched a global advertising initiative. It was our job to help bring the global campaign to life here in the states, specifically online. The Grand Moments contest allowed users to customize their own Grand Marnier ad, and enter it into a competition to win a trip for four to Paris. The top 75 ads went straight from the site to digital billboards across the country.
CW-X conditioning wear is highly technical stuff - it can literally reposition your muscles so they work more efficiently. The science behind all their products is unbelievable, but we wanted to figure out a way to bring the benefit of that science to life. Our solution was turn those intangible benefits - shaving 15 seconds off your best time, being able to run an extra mile, finishing your loop a little faster - into something very tangible. Five years and 12 executions later the campaign is still going strong. Some highlights are below: (more…)
Howard Stern OnDemand’s One Cent Preview Weekend. When you think about it, there’s really no reason not to do it…
This walrus designed fleet of margarita shaped Mini Coopers will be spending the summer cruising the country and spreading the joy of the Grand Margarita to all who care to partake. The real ones were actually pretty close to our mock up (at the bottom).
We helped come up with this cover for the September issue of Radar, and it got a heck of a lot of press. It was featured everywhere from Entertainment Tonight to the BBC News. The most high profile nod came from Windsor Castle itself, which publicly denounced the image. Somewhat frighteningly, this was the tamest one we presented (by far).
The truth shall set you free. Our honest take on Grand Marnier’s Cuvee du Cent Cinquantenaire, their 150th anniversary reserve earned a full page article in the New York Times upon its debut. In addition, we designed a tasting box to inform people that there were actually three blends of Grand Marnier - a little known fact. We took the opportunity to cover the box with lots of other little known facts. For instance: did you know there’s a Superman somewhere in every episode of Seinfeld? You heard it here first.
When you see a subscription ad in a magazine, it’s usually boring and ugly and forgettable. Why? Why can’t these ads be just as interesting as the rest of the magazine? They’re in there every week. For Radar’s subscription ads, we took a serial approach - put a new, topical ad in each issue, and readers will soon look upon them not as something ugly and annoying, but something to look forward to. (more…)
RADAR Magazine had shut its doors not once, but twice. The second time, subscribers, media planners and advertisers all got burned. In the Fall of 2006, RADAR was getting ready to come back again.
How do you possibly face all of these people, and ask them to put faith in you again? We recommended owning up to what happened. The first order of business was to do something about the radar homepage. Their website remained suspended in animation from the last day of Radar version 2.0’s existence (it still featured a story about Friends’ star Matthew Perry’s addiction to tranquilizers) Without alerting the media, we swapped the homepage image out for this:
A couple of weeks later, this was posted all over the major media hubs (NY, LA, Chicago):
When the website launched, it led with a fictitious editorial piece (created by us) titled “50 Years of Radar Covers.” When the magazine launched that winter, the covers graced the back page as well.
The abundance of fresh produce everywhere in the U.S., 12 months a year has forced our nation’s food banks to re-adapt. Canned food, once an easily stored and transported Food Bank staple is now on the decline. Food Banks have made the shift, and nowadays a large percentage of the food they provide to soup kitchens, pantries etc. is fresh. This is great for the people who rely on this food for obvious reasons, but it creates obstacles when it comes to acquiring donations. People have always felt good about donating cans of food because they knew that it would directly affect people in need. Whenever you make a financial donation, there’s always that possibility in the back of your mind that it’s going to go to recarpeting the Non-Profit CEO’s billiards room. The Food Bank for New York City has devised a way to make you feel a little bit better about donating money: the virtual food drive. You can go online, and in act more like grocery shopping than anything else, you decide exactly how many meals you want to give and it allocates your donation accordingly. This print campaign reinforced the notion that you’d still be giving food, even though it was digital.
