After committing to ceasing the sale of tobacco products in 2014 (and turning their back on $2B in associated revenue), CVS decided to tackle a more insidious problem: the perpetuation of unrealistic beauty standards. We helped them launch their Beauty Mark campaign, a commitment to using only unretouched photos. The three-day activation included a multi-billboard Times Square launch, a UGC-driven social media blitz, celebrity partnerships, and coverage on the Today Show, and in Ad Age, Glamour, Refinery 29 and elsewhere. The result was over 1 billion total impressions, and a 0% negative sentiment rating on social media.
Bank of America was launching the P2P capability in their mobile app, and we helped create the kickoff campaign--Friends Again, aimed at people whose friendships had suffered because of unpaid debts. Like our Renaissance Faire guys.
CVS isn’t really a gift destination at the holidays. But when it comes to the little things—tape, gift wrap, lights, candy—they have just about everything. And just about everything is what we managed to get into this subtle product-centric tale of the ultimate CVS holiday shopper.
Copywriter: Matt Shoewalter
Kaplan University is an on-line educator, so they operate in an industry that's… how can we put this delicately? Loathed. Using a humanizing, empowering look and tone, we created a new brand built around the idea that what you know matters more than where you went to school. The TV work was featured on Adweek and was an Editor's Pick on Creativity Online.
AD: Krissy Andrews
CenturyLink's Enterprise business hadn't had a new national campaign in years. We created FX-driven TV and animated OLV that used some of their high-profile clients to celebrate their capabilities.
AD: Gordon Chislett
Century 21 wanted to step up their social game. I helped boost their buzz with a series of unpredictable moves, including a proposal to help break Washington gridlock, and a fake listing for Breaking Bad character Walter White's house. For the $300 it cost to get a photo of the house, the Breaking Bad stunt was featured in GQ, Salon and elsewhere, generated over 80 million impressions worldwide, and won numerous awards, including an Andy and a One Show gold.
EmblemHealth is a New York insurance company that I've helped position as the brand that brings genuine, often personal care to its members. The latest TV campaign showcases a handful of Emblem employees and their stories of how they care for New York and New Yorkers.
AD: Liz Agans
After several failed attempts, Dunkin' Donuts was determined to make the launch of their new dark roast something special. They wanted a big splash focusing on the idea that it was smooth, never bitter. We had Boyz II Men. We had coffee trying to love you down with the smoothest pick-up lines. We had 1990s-style soul ballads. It was going to be amazing. Until the client didn't buy it.
AD: Krissy Andrews
Music: Jingle Punks
People sure don't know much about handling their money. This initiative from Bank of America aims to change that, and I helped create an educational site with free guidance for all.
AD: Mike Eaton
The Greenovate Boston program aims to reduce the city's greenhouse gas emissions, and inspire residents and businesses to be more green. The campaign is a rolling effort comprised of donated media space as it becomes available, so the challenge is to create messaging that feels cohesive and consistent in spaces that aren't.
AD: Tom Francesconi
A sampling of direct mail for the upstart cellular company, including a mailing full of holes that illustrates the lack of holes in their service, a tiny letter to illustrate the importance of right-sizing your plan, and letter pack with a keepsake air freshener.
AD: Alec Kleinfeld
KEEN Footwear wanted to go from mom-and-pop start-up to serious player in the outdoor shoe market, but they had all product, no brand. I helped give them one by writing their brand book, which was initially intended as a handout for their small sales force, but became the core of their philosophy.
AD: Tanya Lumbi