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TV Guide brand (2009 Effie winner)
TV show junkies don’t live for TV. They live for their favorite show. And they hate it when an episode ends for the week. Which begged the question:
What if there were a way to keep a show fan’s buzz going past the duration of the episode? To extend the high through the week?
That insight ignited a creative and media idea that won the TV Guide multiplatform account.
Led to an Effie-winning integrated campaign.
And repositioned the brand for a new generation of entertainment junkies.
Corona
Amidst all the bar scenes and frat-boy humor, Corona quietly invites people to step out of their everyday world into another.
How to push Corona’s “Vacation in a bottle” positioning out from old media into new—keeping it fresh and relevant? The medium can change, but an ownable consumer insight stays the same.
Rozerem
If you can’t sleep, you can’t dream. And your dreams want you back.
How to incite trial of a more natural sleep pill without having to tag it with all the legal mumbo jumbo?
Stick to the insight, not the claim.
These were the first branded, non-indicated reminder ads of their kind.
Sealy
Cultural truth: Most Americans no longer get eight hours of sleep each night. We’re lucky to get six. So, what if we could get a better six? That simple insight won the Sealy Posturepedic account.
Retailers got the handle they were craving.
And Sealy got a culturally spot-on space for the brand to live.
