Sports Illustrated Swimsuit has historically been seen as a publication that inadvertently, or not, objectified women and manufactured a Euro-centric standard of beauty. And the ads that filled their magazine weren’t any better.
SI Swimsuit needed to shed old perceptions and invite their brand partners along to prove that they were committed to moving women forward. Not holding them back. How could they do this? By turning their ad space into a place to support women.
Pay With Change is the first-ever media buy paid for with change, rather than money. Starting in 2022, brands can only advertise the progress and equity they’re making for women. Not the products they sell.
The initiative garnered 2.4B+ impressions in the first 48 hours, with 94+ articles/syndications (and counting).
America is in a creativity crisis. Over 80% of school programs face defunding with arts often the first to go. So LIFEWTR, a brand that puts art from emerging artists on every bottle, chose to take action.
We took a brand with a purpose and turned it into an arts education provider to #BringArtBackToSchools for 1 million students.
This proved so successful that LIFEWTR made arts education its mission for 2019 and is continuing #BringArtBackToSchools for an additional 10 million students.
Launching a new brand was a lot of fun. Especially when you get to work on it from the ground up. And you’re tasked with taking on the “other” sparkling water leader.
We partnered with Giphy to be the first brand ever to launch on their platform, unleashing 1000s of GIFs. Our TV spot introduced bubly to the world during the Oscars. And we became the number one selling water on Amazon.
And next year, we worked with Michael Bublé where he took over our digital channels after the launch of the Super Bowl spot.
A simple visual illusion that plays on distance and depth perception to mimic Volvo’s new cyclist detection safety technology.
Ovarian cancer, called the silent killer, often goes undetected until it's too late to save a woman's life. Why? Because women can't see or even feel their ovaries. So we set out to get ovaries more attention. How? One word: ladyballs.
By making ovaries a metaphor for courage and removing the stigma associated with "female parts", the public began talking out loud to fight women's most fatal cancer.
This was a 360 campaign across TV, radio, newspaper, magazine, OOH, display + social.
A grocery store is the last place you expect to see someone carrying a loaded weapon. But Kroger, the largest grocer in the US, allows customers to do just that. We shone a spotlight on the grocery chain's policy on Poodles, Skateboards and Water Guns being more rigid than its open-carry policy. And compared what wasn’t allowed inside its stores against the absurd reality of what is: loaded guns.
We often think that people living in poverty are homeless, but this is far from reality. More than ever, Canadians struggle to make ends meet even with a roof over their heads.
So we created the ‘Open House’ exhibit to show how poverty isn't always easy to see.
From the outside, the home looked well kept. But inside, we told a different story. Unknowingly, people walked into the home of a family living in poverty.
Using goods from a local Salvation Army store, we recreated their living circumstances, room by room.
The open house provided an interactive, immersive experience with plaques and visual displays and featured hidden cameras to capture people’s genuine reactions.
Canadians across the country could take a 360 virtual tour of the home.
We put an ad for the open house on Kijiji where house hunters were confronted with our message, could take a virtual tour, and donate.
We re-skinned the donation page with our campaign message and video.
As the 'Open House' video played, users could click on responsive hotspots, which revealed facts and stats about poverty in Canada.
As a proud Olympic partner, Gillette celebrates and supports John Tavares and the rest of Team Canada as they prepare to put on their game face in pursuit of 2014 Olympic hockey gold.
But the campaign celebrated more than a clean shave. It spoke to the mental strength and prep that goes into every game at the highest level. And the copy is based on Tavares’ superstitions and routines.
And yes. I got to meet and hang out with John. So rad.
Copy reads:
Take a pregame nap.
First things first.
Tape my stick when no one's around.
The same as yesterday.
And before that.
Always.
Warm-up 30 minutes.
Finesse. Precision.
Focus.
Take a breath. Deep.
Tame the butterflies.
Hit the ice.
My best is out there.
This is my game face.
Copy reads:
The split-second.
The tough call.
The rough play.
You will not get under my skin.
Clear out distractions.
Trust in greatness.
Every pass. Every shot. Every skate.
Timed to precision.
Because when they ask, "Was that your best?"
I'll answer, "Yes."
This is my game face.
Copy reads:
See it before it happens.
Get there faster, first.
Anticipate, then guess right.
React with precision.
There's only one shot at gold.
Drop the puck. And find out.
My best is ready.
This is my game face.
“Skip Starbucks Saturday” launched via grassroots initiatives and social media, with no media budget. The iconic marketing symbols of the Starbucks cup and logo were redesigned, replacing the upright tail fins of the famous siren with guns, while the check-boxes on the rear of the cup – used to personalize Starbucks drinks – were rewritten with some of the real names of the more than 3,000 children and teens who had died from gun violence over the past year.
When Maxwell House switched to 100% Arabica beans, that meant a better brew. Which got us thinking, If we made our coffee better for consumers, how could we improve their communities? By spending our advertising budget on doing good for others, that's how.
We launched the campaign inviting Canadians to go online and nominate a worthy cause in their community.
Online, we asked Canadians to nominate a worthy cause. Then we profiled the chosen recipients. We received over 4,500 nominations and helped over 21 charities.
In transit, we used our budget to profile emerging artists.
In print, we used our budget to profile emerging authors.