Sending a message in a bottle has been around since ancient times. But the message inside the bottle has never been a can. Until now. Introducing the newly redesigned can from Corona Extra...brought to you by the iconic Corona bottle. It's yet another way to find your beach.
Update 12/8/15: Constellation Brands made Ad Age's 2015 Marketer A-List. There's even a shout out to our "Message In A Bottle" campaign, yay! http://adage.com/article/news/ad-age-s-2015-marketer-a-list/301614/#Constellation
For the first time in 16 years, Heinz decided to advertise. Big. Like, Super Bowl big. So all 4 of C-K's offices were called upon to submit campaign ideas. Nearly 300 scripts later, this is where we netted out: With a joyful execution set to a song anyone who ever went to kindergarten would know. But even before the spot aired, we posted a halftime score update on Twitter that got Heinz some attention. Directed at the Broncos, the caption read "Time to play ketchup." In the end BuzzFeed ranked it the 3rd most memorable tweet of the game.
Cetaphil is a line of products not only recommended by dermatologists, but actually created for dermatologists. For years they didn't need to advertise to the consumer. That is, until the competition became very strong and began stealing their share of the market. So they decided to fight for it.
We won the pitch and the client fell in love with the work, which they decided to produce just as presented. Clean, simple, contemporary, rooted in the thought of gentle power. A common thread between Cetaphil products and women. Soon after, the work got its recognition as the Effie finalist.
Hilton Honors was a great pitch that sparked a campaign full of beautifully designed pieces across all channels. An Art Director's dream. Here are a few samples.
Before Beth and I left JWT, we came up with a campaign for Listerine called "Power To Your Mouth". Framed up in a fun and charming way, it's both a revealing look at all the things we put our mouths through on the daily, plus a nod to the germ-killing strength of Listerine mouthwash.
That was in 2008.
Today, "Power To Your Mouth" is a global campaign, running in 13 countries and in different languages. It even inspired Cannes Lion award-winning print work.
When we won the Hilton account, they already had an established and pretty successful campaign called "Stay Hilton. Go Everywhere." And it did the job of highlighting their global footprint. But the brand was lacking an emotional connection with travelers. So we evolved the "Stay/Go" concept to focus on the authentic and surprising experiences guests will find at various properties around the world.
The idea breathed new life into the campaign, with a completely redesigned look and feel. Thankfully, it caught eyes of many people and won Hilton multiple awards in the hospitality category.
When Butterfinger wanted a new face for the brand, we gave them The Finger. Fun-loving, silly, and sometimes irreverent, our iconic character has the ability to take any situation to the next level.
Put another way, when you Follow The Finger, you better bring more than your appetite for crispety, crunchety goodness. You better bring your appetite for fun.
To get travelers to explore every part of Illinois -- not just Chicago -- JWT Chicago created the "Offbeat Illinois" campaign. The thought was to showcase hidden gems, unusual attractions and not-so-popular destinations and events. Part of this campaign included vintage-style posters that received both national and international accolades.
In today's world of knee-jerk reaction investing, Edward Jones maintains the same calm, thoughtful, one-on-one approach it has practiced for over 80 years. So in fact, I would say it's a different kind of investment company. Maybe even a bit...radical. Of course, that makes their clients kinda radical too.
Fast Company came to us with the most provocative and personal assignment of my career. The ask: Rebrand baby girls. Because everywhere in the world, particularly in China, there's a bias toward baby boys. Sure, it would have been easy to go all 'girl power' in the work, especially being a girl myself. But we opted for a humorous-slash-truthful approach. A little reality check for dads-to-be, if you will.
Panera prides itself on being a conscious company that makes purposeful choices. Like the choice to make their soups, salads, sandwiches by hand, every day. This handcrafted approach has informed the executional style for the "Live Consciously. Eat Deliciously." platform.
So whether it's the company's philosophy, a new service like online ordering, or a new product we're celebrating, there's a cohesive 'crafted' feel across the campaign.
People love shoes. But shoes don't always love people. Enter Crocs, the shoes that love you back. In the "Feel The Love" campaign, Crocs are portrayed as loyal little creatures who unconditionally love humans and their feet. I had the pleasure of working with these "Croslites", as they are known, in a number of varying capacities, including print, digital and in-store. And yes, they really are ridiculously adorable.