December 2009
1 post
June 2009
1 post
___________________________________________________________________ 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...
May 2009
95 posts
Watch
Corona Amidst all the bar scenes and frat-boy humor, Corona quietly invites people to step out of their everyday world into another.
Watch
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.
Watch
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.
Watch
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.
Watch
Watch
How do you know if an insight has legs? It can lead to multiple campaign ideas. This year’s Better 6 campaign, with a wink and a smile, salutes those among us who sacrifice sleep to do extraordinary things. Click on the launch ad twice to enlarge.
Digital I started in Interactive. Only back then, it was called “Direct Response.” The medium has changed, but the mechanics haven’t. Entice, convert, calculate cost-per-lead. What separates strong digital from weak? Ideas that incite click-through and click-completion.
Watch
Levitra Erectile Dysfunction isn’t just his issue. Turns out, it’s her issue, too. And she wants him back. So why not shift his guilt-ridden problem to her loving need? That insight (born out of interviews with urologists) won Levitra’s expanding Interactive business, made C-K the digital AOR, and the idea agency for the GSK/Schering Plough brand.
Watch
How do you turn a drug’s MOA (method of action) into a selling idea?
Watch
Three-for-Free sampling generates massive trial for Levitra. “Get in the Game” retro, Atari-style Interactive games are unlocking a huge new database of men 50+.
Watch
Degree Unilever was in search of a big brand platform for its men’s antiperspirant. Other brands owned the idea of taking physical risks. But not the idea of taking emotional risks—perfect for body-heat-activated Degree. “For Men Who Take Risks” won the pitch and changed the deo discussion. And so did the Super Bowl campaign that launched it.
Watch
AirTran How does a value airline get its message through to a cynical business audience? With its own healthy dose of cynicism. Fight fire with fire.
Watch
AirTran is all about the voice of the customer. That came in handy for the integrated introduction of free onboard WiFi.
Watch
How does that same airline reach the college crowd, the most cynical of all audiences? Not in a traditional manner, that’s for sure.
Watch
Watch
Modelo How do you elevate a blue-collar Mexican beer to premium status? Tap into its historical roots. Turns out the gods aren’t that crazy.
Watch
Sun Microsystems 1998. The infancy of the banner ad. These first-of-their-kind Flash ads for Sun Microsystems took developers and programmers directly to Sun’s site for downloadable software apps. They also took home the One Show’s first Gold Interactive Pencil.
Watch
Sprite
Sprite is a clear, clean soda. With a “stay true” image. But the vibe wasn’t in sync with urban teens. How do you link the drink to cynical kids? Let them speak for themselves. These pioneering ads sparked a fawning piece in the New York Times. After which the then chairman of Coca-Cola decided the campaign didn’t project a brand image with which he was “comfortable.”
Watch
Dex Local Yellow Pages/Local Search What do you develop for a big yellow pages/local search company that’s always serving up new ways to help people promote their own small, local businesses? A do-it-yourself jingle maker. In beta test, here’s a New Year’s message to the department. Finger snapping and foot tapping allowed.
Watch
TV from C-K, Lowe and Goldsmith/Jeffrey.
Watch
Print from C-K, Lowe and Goldsmith/Jeffrey.