Born out of GE Chairman Jeffery Immelt’s belief that “Green is green,” the Ecomagination campaign positions GE as the global leader in eco-friendly technology with wit and intelligence.
This campaign was also honored with several accolades, including an Emmy nomination for the “Jar” spot. While the entire campaign was honored with the first Green Effie ever awarded . “Jar” is also part of the AICP/MoMA permanent collection.
The HeForShe campaign was born out of a passion project. In searching for a client, we came across Elizabeth Nyamayaro at the United Nations. I came up with an idea designed to speak directly to the audience we needed to reach in order to create change. I called it “HeForShe”
The Executive Director of UN Women, Phumzile Mlambo-Ngcuka called it “revolutionary” and it was officially launched on International Women’s Day, March 8, 2014.
On September 20th of the same year, Emma Watson, in a role as global ambassador for HeForShe, spoke at the UN kicking the campaign into high gear.
To date, HeForShe has received over 1.3 million commitments of support from men all around the world, a number that continues to grow. CNN also named it one of the 13 hashtags that changed the world in 2014.
The idea was simple enough, cover some of the best rugby players of all time in acrylic paint and ask them to hurl themselves into canvass-wrapped tackle bags at full speed. The resulting impacts graphically convey the dramatic power and brute force of the game through its amazing athletes.
This fully integrated campaign began as a series of posters, then grew to include huge outdoor executions, London tube station take-overs, web videos and content, bus wraps, a calendar, an art book and a touring art exhibition entitled Impact: The Art of Rugby.
Winner of Gold and Bronze Lions at Cannes, three pencils at the One Show, including Gold, as well as winning Europe’s prestigious Epica d’Or. the Impact campaign is a unique celebration of the Rugby World Cup.
After winning the Dr Pepper’s digital/social duties, we unleashed Dr Pepper concessionaire Larry Culpepper across the entire internet.
Over the course of a 4 months, Culpepper laid out his dubious claim that he invented the college football playoffs. He then followed up his wild allegation with the assertion that he should personally present the championship trophy at the culmination of the big game.
Through daily posts, videos, a dedicated website and even an on-line petition drive established to let Larry present the championship trophy #letlarrypresent, we took viewers on a season-long journey that culminated with the crowning of a college football champion and Larry losing consciousness.
Dr Pepper Larry Culpepper Integrated Case Study
DP Social content case study
#Untangle Our Ocean
This campaign was the result of a collaboration with a friend at Austin agency McGarrah Jessee, ECD Joel Clement, his client Costa and team Bureo.
Costa had been kicking around the idea of creating sunglasses made from ocean plastic and wanted not only to make that a reality, but promote the new line in an unique and untraditional way.
In this campaign for Costa’s “Untangled Collection,” sunglasses made from discarded fishing nets, we don’t dwell on the glasses, but instead seek to draw attention to the enormous damage plastic and discarded fishing nets, in particular, are wreaking on the world’s oceans.
The result? The entire line of sunglasses sold out in a matter of days.
Untangle Our Oceans
Costa Untangled 15 Social A Youtube
Costa Untangled 15 Social B Youtube
Costa Untangled 15 Social C Youtube
IAVA We know where you're coming from
The IAVA, which stands for Iraq and Afghanistan Veterans of America is a nonprofit organization composed of veterans dedicated to helping the servicemen and women who served in Iraq and Afghanistan.
On Veteran’s Day we launched the film “Alone” which powerfully illustrates that the transition between combat duty and civilian life can be a lonely and difficult journey with many returning vets suffering from symptoms of Post Traumatic Stress Disorder (PTSD).
The star of the film, Bryan Adams, a real life combat veteran, who served in Iraq, became a spokesperson for the thousands of veterans struggling with PTSD and began a national conversation on the subject.
This groundbreaking outreach effort also included a website, a dedicated YouTube channel, cinema, print and outdoor.
Since it’s launch “Alone” has been seen by millions, thanks to receiving almost $40 million in donated media through supporters like CNN, MTV, CBS and Hulu.
Additionally, “Alone” won a New York ADDY and was awarded the Gold Ogilvy Award for groundbreaking Public Service Announcement.
IAVA Member Veteran Bryan Adams on Memorial Day 2009
This digital, print and outdoor campaign shot by renown photographer Craig Cutler created for Bridgestone’s 2014 product line. It was featured in Luerzer’s Archive and the Graphis photography annual.
Pepsi More happy
In this global campaign, Pepsi's iconic logo becomes the metaphorical embodiment of the drinker's emotional state after taking a sip. The campaign which included 6 films as well as digital and integrated components, also ran internationally on TV and in cinema.
“Pinball” was also honored with an Emmy nomination in 2007, as well as being shortlisted at Cannes.
After winning this piece of business, we set off to create a brand identity for Accenture befitting their stature as a global leader in the technology and consulting industries. Leveraging their extensive client list (453 of the top Fortune 500 companies) we created a campaign based both on case studies and capabilities.
This is just a small sampling of the work we’ve created that have run in 75 airports in 37 countries around the world.
I was lucky enough to work on one of the most famous and iconic advertising campaigns of all time while at Goodby Silverstein & Partners.
Shot by Baker Smith, this got milk? campaign of three films taught me as much about the art of film production, as it warned me of the perils that come with shooting 84 cats an once. “Paws” went on to win a Silver Lion at Cannes.
Roughly 1% of the U.S. population has experienced live combat while serving in the armed forces.
Accordingly, what that small percentage of Americans have seen and experienced during combat in Afghanistan and Iraq, the rest of us, simply can’t comprehend.
This seemed like a good place to start.Because once you know where someone is coming from, you can help them going forward.
The idea here was to show Bell helmets providing “Courage for your head” to a wide range of characters.
This campaign was a finalist for the Kelly award for best print campaign of the year.
Incidentally, a Bell helmet saved my coconut while mountain biking in Marin County, California a few months after we produced this campaign. You might call call that a successful product demo.
This Back-to-School campaign from Old Navy tapped into the sense of dread many students feel at the start of a new school year. These two horror film spoofs drove viewers to the schooliscoming.com website.
Old Navy "Desk til Dawn"
Old Navy "Locker Shocker"
One of my first clients, Airwalk a small upstart skateboard shoe company that also was the leader in snowboard boots. Through the distinctive imagery of fashion photographer Moshe Brakha we created a brand identity that was both cool and irreverent.
“Wild Kingdom” won a Belding Bowl in LA’s Belding Awards and a Best of Show in the San Diego Ad show that year.
For Nestea’s big 2014 relaunch, we put a new spin on an iconic campaign from the past.
Through videos, social, TV, cinema and print we invited a new generation to experience the Nestea Plunge for themselves.