THE PROBLEM. MINI is perceived as offering only compact cars, even though its biggest model—the MINI Countryman—has more space than its Audi and Mercedes competitors.
THE STRATEGY. Show creative professionals that the MINI Countryman has enough space to pack their passions.
THE IDEA. Take our audience on a series of larger-than-life adventures, each captured and shot entirely within a MINI Countryman.
HOW. We collaborated with animator Kirsten Lepore of “Hi, Stranger” fame, and Nix+Gerber, an artist duo out of Brooklyn, to create one-of-a-kind films. Both films had to be created and shot entirely within the cargo space of a MINI Countryman. In addition to creating the 2 compelling hero films, we supplied our creative audience with behind-the-scenes content, a story we knew they’d be interested in.
Bose introduced an interactive FanTracks experience for SuperBowl 50, encouraging fans to cheer on their favorite NFL team using the hashtag #LetsHearIt. In turn, the the tweet's words and emojis were set to different genres of music with live bands in Bose's recording studio.
Why? Because Bose makes everything sound better. Even 140 characters.
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Check out the teaser video and some of my favorite songified tweets from the campaign.
With the decline of Big Soda, Nestle Sparkling Water found a fruitful opportunity to market their new sparkling products. Unfortunately, so did the rest of the competition like Pepsi, Coca Cola, even the La Croix guys.
To distance Nestle from the congested market we leaned on a real product truth that the others lacked; Real Spring Water. And in a world where transparency is king, it was only natural that we found a common enemy in the world of “fake.”
Nestle Sparkling Water. Just What’s Refreshingly Real.
(more to come)
Bose came to us to launch their most rugged and compact speaker yet, the Micro, for a younger and more active audience. Our idea was simple. Champion everyday characters that use the Micro to better their less than exciting environments. Our Heroes’ stories were shared on social and broadcast to entice viewers to Bring the Micro.
7-Eleven created a delivery app called 7NOW and needed to deliver the good news. NYC and LA were our launch cities, so we used the nostalgic “7” and gave it’s color palette a boost to boast our new service. Our contextual OOH showcased our variety in real-life scenarios, like the necessary hangover needs, and the occasional munchie craves. We followed up with social and digital videos with stories that cater to the bizarre and interesting orders our 7-Eleven users place.
Nespresso launched a sustainability campaign to make coffee drinkers aware of what exactly goes into A Cup Above. After all, Nespresso isn’t just George Clooney and premium coffee. It takes a world-wide network of farmers, agronomists and originally-sourced coffee to craft A Cup Above. Making it easier for you to Choose A Cup Above.
The Device: the circular ring around the Nespresso cup allows the messaging to be read continuously, which further emphasizes the necessity of a sustainable cycle.
The Activation: We took our story to where people would listen. As a Tribeca Film Festival sponsor, Nespresso used sampling and movie magic to convey the amount of hard work and practice that goes into making the perfect cup of coffee. A video consisting mostly of credits (from farmers to baristas) thanked the entire crew for all their efforts.
The Culmination: Finally, we created surprise OOH that thanked our farmers who happened to be visiting NYC for an agricultural convention. We made sure they left NYC with more than a celebrity sighting, but with a professional portrait, a sense of appreciation and some healthy empowerment.
Catstarter was a platform that sourced innovative ways for a cat and their owner to hang out. By using social currency, CatStarter was able to declare the winning innovation and turn it into a reality. Hot Keys, a warming keyboard for your cat, received the most backings and went into production. Now it's here and in the hands of our cat-loving fans. (website)
Uniqlo asked us to think of a fun and engaging way to introduce their brand to its new home in New York City. We wanted to do something different and something social with the modern Japanese brand, so we looked to its confident, tech-savvy persona to develop a thought:
What if we combined American Idol and the Facebook "Like" feature and brought them into a dressing room?
We'd have social fittings.
In an open, interactive and universal forum, we'll introduce New York and the world to the modern Japanese brand.
Bose took years to develop their wireless products, so they wanted to make sure that launching their products would get attention, especially with their growing social audience. Using influencers and compelling imagery, we re-introduced the world to the better sound of Bose.
The following imagery shows the emotional benefit of Bose's new wireless products, from your daily commute, to getting a little exercise. We used #ElevateEveryday to spread the word about the new launch we built activations with partners such as WeWork, Cannes and Bonnarroo music festival to keep the excitement and participation alive across all target audiences.
#94Shades of Summer offered a stylishly unique look at the season by offering up a different pair of shades and style advice every day for the entire summer. And who other to give an edge to our summer than the lovely Georgia May Jagger...
Muscle Milk wanted a limited edition Shaq bottle for their Cleveland market. We gave them what they asked for, but added something extra.
Each bottle of "Genuine 33" drives to a microsite where you can use your webcam to watch augmented reality animations of Shaq comparing himself to fellow C-Town icons: The Rock n' Roll Hall of Fame, The Key Tower, Lake Erie, Cedar Point and Interstate 90. On the website, users can show their bottle or print an AR code to see Shaq come to life. They can also enter a sweepstakes to win great prizes, like an oil painting of them and Shaq.
To introduce Sol Republic's new wireless speaker, Deck, we highlighted the unique feature called "Heist mode" to differentiate it from the market. Using iconic musicians popular amongst our audience, we brought Deck and its playful feature to life. As for Michael Phelps, he kinda just showed up.
Sol Republic was created to be more than a headphone company. Beyond the constant new product releases, including Calvin Harris' new Master Track Studio and the Deck wireless speaker, Sol Republic had a huge EDM following. We knew that the brand needed to better establish itself in this underground culture, so we created a brand campaign that spoke to the innate truth in music; to the primitive variables that made people feel and act differently.
Music Made Me Do It was the beginning of something raw and real, and completely different than the "popular culture" so many other brands were after. To get this idea going, we started with a book. One that told the story, spoke the voice and showed our vision.
Adobe came to us with a photography plan. We came back with a point of view.
Playing off the tension of "filters" becoming the photographer's crutch, Adobe's Find Your Own Filter campaign speaks to the "eye" in all of us, and the tools that bring those to life. With Photoshop, Lightroom, and a reinvented Bob Ross (aka Rick Croy) this campaign promotes originality and the fine art of photography with print, digital and an old, familiar spin on tutorials.
Using facial recognition through uploaded photos or webcam, we created an experience to educate and analyze visitor's face shapes, so they could walk away confidently with a pair of shades that truly fit their style. We had a fashion illustrator create the different faceshapes to add stylish flare and character into the educational tool. (website)
This campaign was created to build excitement and awareness for the 2010 WPS Season. The social media, TV, OOH and online content engages fans to "Defend Your Turf" so when the opposing teams come to their towns, they'll support their home team heroes.
Projections of these 'bad-ass larger then life players' were put up in cities where the initial games were taking place. Fans could tweet/text a message of support that the projected player would interact with, and then receive a text with special ticket offers for their home team games.
Changing the way people view online universities starts with the students. And we found that so many of these non-traditional students were living outstanding lives, with aspirational stories worth telling. So we made them icons, because we believe each one had a relatable and inspirational truth to be told. And the base of it all, was learning in an environment built around their lives.
Inspired by the vibrant imagination of the Rayman Origins game, we used one of its quirky, fun characters to help "diffuse" a real-life, not-so-fun situation.
Kibbles ’n Bits wanted to engage their pet-loving audience with something fun, memorable and true. We came back with Bits of Brilliance, a social platform where people can watch and even create videos of dogs speaking their words of wisdom. And just for fun, if they submit a video they can win cool prizes like a mid-century modern dog bed. Check it out yourself at SharetheBits.com
I have so many outlets. Music. Interior design. Packaging. Forever writing my shitty memoir. All these things I do for pure curiosity and for the fun of the make. And occasionally money :)
We created this app for the 2010 World Cup. Simple idea. Big hit. Really annoying noise.