When you are tapped to add to the rich legacy of a pop culture generator like GEICO, you rub your hands together and roll up your sleeves. In what may be the biggest coup in modern marketing history, I got a chance to create four digital spots for this epic brand. By simply exploring the inanity of an office that used poor judgement to save money, we had a platform. I then used the power and simplicity of the concepts to lure a director that had the top spot in the Super Bowl the year prior. All of this with a tiny budget. To date, it has received more than 4 million views on YouTube, was featured in ADWEEK and has generated a ton of great press that helped put the agency on the map.
This campaign was honored with ADWEEK's Ad of The Day nationwide.
Re-staging a struggling brand in an unforgiving market is a daunting task. Ten years since winning a super bowl, the Buccaneers fell on tough times off the field as well. Fading interest in a market famous for fans rooting for the visiting team made for a unique challenge. The brand was rusty and tired. In one year, I helped orchestrate the transformation of the Buccaneers brand from one of the weakest properties in the NFL to a top 10 franchise in several key digital, social and game day categories.
By telling a story that connected with the fans in an authentic way in digital, social and traditional media.
By driving traffic to Buccaneers.com up 45% in one year. A non-playoff year.
By driving the Buccaneers from the bottom of the league to #4 in NFL in video engagement.
By driving the game day experience from bottom two in NFL to top 10 by creating fresh content and new concepts for fan engagement.
By creating viral videos with millions of views, putting our mascot and cheerleaders on the Today Show and receiving widespread international media attention.
By building an internal creative department talented enough to displace an external and expensive agency resource.
By working with the NFL to use digital analytics as a tool to sharpen content brand wide.
By using social media outlets as listening posts to turn brand weaknesses into growth opportunities.
By working with the NFL to adopt the Buccaneers first m. platform.
By helping identify a social media technology partner capable of integrating all fan-generated content into one feed.
By generating mobile app firsts in conjunction with third party vendors.
By instituting an online project management system for the entire organization.
Most of all, by driving change daily, taking risks and always, always, always putting culture first.
We were asked to participate in a branding and strategic exercise for this global brand. We wanted to show what was possible if we created incredibly deeply designed and crafted communications that upon closer inspection revealed a slightly naughty and cheeky world - all in the name of quality of course.
Microsoft asked IQ agency to beta test their new Surface tablets. So we gave a bunch to the creative department and started to play. What we came up with for a Cannes 2015 party has generated a lot of buzz and some new business from Microsoft, as well. We created a concept for their event in Cannes designed to combine the iconography of the event with the Surface in a way that showed powerful self expression.
From a lame classic to a dynamic classic
I know, I know. Smoking is bad for you. But so are cheeseburgers, scotch and unprotected romping.
So the idea here was to make Camel relevant to its audience again. Partnering with David LaChappelle, we created a campaign that was so compelling it broke all eye tracking records. People literally couldn’t take their eyes off it. And retail pieces were being stolen nationwide. Always the sign of a creative home run.
The results: the Mighty Tasty campaign played a major role in the return of Camel and the doubling of its market share over time.
How do you market a cigarette that has a flavor capsule in the filter that extends the menthol experience? Easy. You create a fun way to poke fun at inadequacy, name it, then offer hope for help. We called this condition Premature Mentholation. Then we offered Camel Crush as the psychic Viagara that could give men hope.
In 1987, Absolut made vodka more interesting.
In 1998, Grey Goose made vodka more artisanal.
It was time for a whole, new idea.
So we introduced what was completely missing from the vodka category: Fun.
Three Olives Vodka comes in 16 intensely-sweet flavors like root beer, cherry and grape. Definitely not for the suddenly stuffy Gray Goose crowd.
So we created a new bar call for the brand. Then integrated that message across all media. From high-impact print to branded content online to iPhone apps even viral media.
Fun. We predict it’s going to be big.
In fact, since the campaign broke, Three Olives has emerged as one of the second fastest-growing imported vodka in America.
And the client has given us two more brands, without a pitch, as a result of this work.
How an ad campaign made NYC kids smarter
New York had its Finest. The cops.
New York had its Bravest. The firefighters.
There was another class of hero in the city that deserved equal recognition. Equal stature. A group more influential than the usual idols of our children’s lives…like athletes and pop stars.
These were New York’s Public School teachers. Heroes through and through.
So we created a title that would do them proud: New York’s Brightest.
Then I secured Hollywood titan Joel Schumacher to direct 17 spots. For free.
We shot a print/OOH campaign. Free.
Re-designed their website. Free.
Did radio. On the house.
Oh, and got the Ad Council to donate $10 million in free local media. Something that had never happened before.
An amazing story. Especially considering the initial ask from the Dept. of Ed: A six-minute recruitment video.
Within a few months, the website was flooded with more than 274,000 unique visitors. New York City received 24,215 online applications for 6,500 available positions. And the applications were of the highest quality that New York City had ever seen.
How do you make a video game crack the top 10? Kamehameha!!
Dragon Ball Z is a huge property with a huge following. Protecting the core equities of that franchise while introducing a new title can be a tricky act.
Gamers are supersensitive to bogus marketing and, given the viral nature of our culture, can turn on you in an instant.
The creative strategy here? Use a property central to the game to create a connection with the audience.
KAMEHAMEHA! Is the battle cry that is screamed before Goku, the game’s central character unleashes his super powers. Take it out of the game, put it into real-life situations with people unleashing their own “super powers,” and we had the kind of quirky humor that gamers love.
In the digital domain, we kept the communications more focused on the characters and let consumers get to know them better. We brought them to life as desktop widgets and unique banners.
When the spots hit, hundreds of thousand of fans posted or commented on the spots on YouTube. And the game, typically hanging around #20 shot to #5 in sales. KAMEHAMEHA!
How do you announce that the world’s most well-known online shoe retailer wants to now be known for selling clothes? And that these clothes come with the same fast delivery that their shoes do?
You create “The World’s Fastest Nudist”. Clothing couldn’t keep up with him…. until Zappos.
So we created a series of virals, a blog, a Facebook page and a Twitter feed featuring the World’s Fastest Nudist. Then we watched as the world got a hold of it.
People started thinking he was real.
People like Anderson Cooper on CNN, The Huffington Post and the folks at New York Magazine to name a few.
Once the truth was out, the idea also received industry praise, too. Creativity Magazine named it one of the top 5 ideas of 2009. It was also written up in The New York Times, Advertising Age and The Gothamist to name a few.
Needless to say, the World’s Fastest Nudist created some great ”exposure” for Zappos new efforts.
Check out this video compilation of the effort.
Who doesn’t think IKEA is a shopping experience that’s ripe for sarcastic fodder? Adult males are particularly amused by ironic, smart humor. This direct mail piece showed the kind of domestic bliss possible between man and bird. Cooking. Cleaning. Romping. It was all fair game and the analogy to this ridiculously over the top slice of life gave us the room to play with the brand in new ways. Swedish meatballs with your Camel, anyone?