Marc Levy
the ideas
The Client
Takeda Oncology
The Insight
Everyone knows cancer -- and no one understands it
The Creative Strategy
Help empower the cancer community by unmasking the dichotomy between information & understanding -- positioning Takeda as the brand that truly understands the disease...and the patient
We created this content to serve as an anthem video for our idea -- and to bring the insight to life. It's a perfect example of one of my core beliefs: If you want to understand your target consumer -- walk among them. Talk to them. Learn from them. PS: We lost the pitch. PPS: A week later, the client called and said those words every creative longs for: "We can't get your idea out of our heads..."
The Client
Samsung Olympic Sponsorship
The Insight
Everyone deserves a chance to pursue their dreams -- no matter the obstacles
The Creative Strategy
Inspired by the brand's heritage of "Defying Barriers," inspire consumers by telling the stories of the athletes who attempt to compete at the Olympic Games in the face of seemingly insurmountable odds
There are few ideas that come to life as seamlessly and as perfectly as this one. Directed by Oscar-winning filmmaker Morgan Neville, "A Fighting Chance" tells the story of struggling Olympians from countries which, in the history of the Olympic Games, have never won a medal. The documentary, which debuted at the Tribeca Film Festival, underscores the lack of resources and opportunities that smaller countries can provide their athletes compared to Western, industrialized nations...and how Samsung made a difference.
The Client
Visa's NFL Sponsorship
The Insight
NFL fans who spend their lives cheering their heroes want nothing more than to be recognized for their contributions to the game.
The Creative Strategy
Recognize the most loyal, exuberant football fans with an honor historically reserved for the game's greatest players: induction into the Pro Football Hall of Fame in a permanent branded exhibit, The Visa Hall of Fans
Here's my first BIG IDEA. The one that started it all. They're the fans we've spent a lifetime watching cheer on TV: Fireman Ed, Arrow Man, The Hogs -- fans whose passion and dedication to the game they love inspires the players to perform at their peak. What better way to drive brand love and engagement than to place them alongside the players they love? To make their dreams come true? An idea so big, so perfect, so right, that the exhibit lived on long after our work came to an end.
The Client
Ford F150 Trucks
The Insight
In Texas, high school football isn't a sport. It's a religion. Let's help them worship
The Creative Strategy
We'll marry the automaker's truck heritage with the heritage of football in Texas by honoring the best of the best -- the top athletes in the sport with the Built Ford Tough Texas High School Football Player of the year
I'm not quite sure I can take credit for this idea -- it seems like something so obvious. Like an idea that was waiting to happen. A textbook-example of "elegant simplicity" that can so often be the hallmark of a great creative idea. The marriage of two great Texas loves -- football and trucks -- was too good to pass up. I still keep the original trophy in my office, inspiring odd looks and head-scratching. And yet another example of an idea whose lifespan surpassed our work for the client -- more than a decade old, and still going strong!