Marc Levy
The Client
IKEA
The Insight
Marketers' idealized view of mornings bears little resemblance to the stressful reality
The Creative Strategy
We'll get real about mornings -- with a focus on the hectic, crazy, tension-filled first hour of the day -- and show how a little organizing help from IKEA can help bridge the gap between the hour you dread -- and the life you love
We weren't sure if the client was going to buy this one. Not because we questioned the strength of the insight and idea, but because we were uncovering an uncomfortable truth about the dichotomy between marketing and reality. In the end, they had the courage to not only move forward, but to base their entire campaign around our idea of "The First :59" -- including advertising, a roster of life-improvement influencers, and the First:59 website.
The Client
Campbell's Purpose Campaign
The Insight
Labels educate and inform, but the wrong ones get in the way of our humanity.
The Creative Strategy
Use a bold, surprising and provocative platform to not only rebuild brand relevance with consumers, but to elevate and advocate for an emerging, growing topic area that affects each of us.
A brand's purpose is best when it's both genuine and relevant. Our unifying idea began with the history woven into Campbell’s iconic label, placing the brand in a position to drive both sides of the conversation: The continued need for transparency regarding real food and the ingredients inside...and the emerging need for greater understanding and thoughtfulness about how we define ourselves and others. Campbell can act as a catalyst for this conversation — especially that family conversation around the dinner table, where the most important talks happen.
The Client
MasterCard's Grammy's Sponsorship
The Insight
A brand based on the power of transactions can use experiential transactions to power consumer engagement
The Creative Strategy
To drive awareness of Masterpass technology, leverage the rising popularity of vinyl records to stage an interactive experience for music fans -- with exclusive purchase opportunities to drive trial.
For a payment brand to drive trial, they need *purchase* opportunities (duh). But we understood that partnering with a retailer would take way too much time with way too many hurdles. So we built our own. And aside from all the amazing results, we crashed the online version more than once — the a great metric for consumer engagement! Not only did This idea coming to life was much sweeter knowing that we came up with this at 4 PM the afternoon before our presentation. Last-minute work rules!
The Client
Aspen Dental
The Insight
The lapsed dental patient isn't just worried about their first appointment -- they're worries about all the appointments to come.
The Creative Strategy
We'll motivate lapsed patients to resume their care by encouraging them to focus not on the intimidating entirety of their dental work, but simply on "Getting Started."
Lapsed patients don’t simply *avoid* the dentist – they actively look for any excuse to NOT GO to the dentist. They're thinking about the time, the money and the PAIN they'll have to endure with countless appointments to get their oral health back on track. We needed to circumvent that thinking, and -- with the help of the brand's spokesperson, "Tooth Fairy" Danica Patrick -- challenge them to simply "Get Started." With a multimedia campaign, including a branded site and TV executions, we helped them do just that.