Challenge: Get cheese lovers more engaged with Kraft Cheese and keep the brands top-of-mind during the busy summer season.
Solution: Create an unexpected video series starring country star Brad Paisley that reflected America's nearly irrational love for cheese.
Kraft Hot Habanero
NB Boston Marathon
Challenge: Build affinity for New Balance during the 2014 Boston Marathon while respecting the tragic events that occurred just one year earlier.
Solution: Create a rally cry, "We Are Boston," that speaks to the unique character of Bostonians and ties to New Balance's Boston heritage.
While New Balance wasn't the official sponsor, local press declared that the brand "won" the marathon, outshining and out-marketing the much larger Adidas brand.
New Balance - We Are Boston
Challenge: Drive trial of Planters' new flavors while tying to the brand's "Power of the Peanut" campaign.
Solution: Create a promotion, "The Mr. Peanut Society of Finer Flavors," that offered a chance to win trips inspired by each unique blend.
Kraft Barbecue Sauce
Challenge: Spread the news about Kraft Barbecue Sauce's new, cleaner ingredients—a competitive advantage over the category leader, Sweet Baby Ray's.
Solution: Tell the superiority story with a relatable, more human behavior: the iconic "messy hands" pose after a satisfying barbecue meal.
Test Troy's Hair
Challenge: Convince men to engage with a dandruff shampoo—one that traditionally relied on medicinal claims and product-centric messaging.
Solution: Create an open-ended, self-guided experience to let consumers Test Troy's Hair however they wanted, showing them the power of Head & Shoulders shampoo.
Armed with only a wax figure of the NFL star, we developed over 130 unique videos that answered nearly 15,000 unique keywords, and also created thematic videos tied to each of the Pittsburgh Steelers' weekly opponents.
Test Troy's Hair - Intro Video
Week 16: The Green Bay Test
Week 11: The Detroit Test
The Gro-ables Project
Challenge: Get Gro-ables Seed Pods in the hands of more consumers to help build awareness of the product.
Solution: Position Gro-ables as the ultimate activity for parents, teachers and group leaders to do with kids, teaching lessons about growing and healthy eating at the same time.
Product samples sold out in a matter of hours, with influencers helping to drive awareness of the program.
Sofia Vergara for H&S
Challenge: Continue to reposition Head & Shoulders as a beauty brand (not just a dandruff brand) while giving key retailers unique, clutter-breaking elements.
Solution: Create a national in-store campaign about the array of brand benefits, leveraging Sofia Vergara and her extended family.
At Target, special packs featuring Sofia gained key placement in the beauty aisle. At Walmart, an interactive endcap with a video screen drove an immediate lift in sales.
NB Paul Revere
Challenge: Draw attention to the hometown brand, New Balance, during the 2013 Boston Marathon--even though New Balance wasn't an official sponsor.
Solution: Build an in-store campaign based on Boston pride, inspired by a special "Paul Revere" edition shoe.
Nobilo New Zealand
Challenge: Drive trial of Nobilo Sauvignon Blanc, while stealing share from similar brands that shoppers considered their "go-to" wines.
Solution: Sell wine drinkers on the romance and scenery of New Zealand, positioning Nobilo as an escape in a bottle.
Our team traveled to New Zealand to capture original photography that was featured online, in print and in store.
Healthy Skin at CVS
Challenge: Get CVS shoppers to buy J&J suncare products all year long, not just during the obvious summer months.
Solution: In the first week of January, when resolutions are top-of-mind, encourage shoppers to take a "pledge" to care for their skin throughout the year.
After taking the pledge on CVS.com, consumers received seasonal email reminders with savings offers. We also created materials prompting CVS beauty advisors to tell shoppers about the pledge. The program performed so successfully, CVS renewed it for a second year.
Disney's Grand Californian Hotel
Challenge: Introduce Disney Vacation Club's first timeshare offering in California, while winning over a West Coast audience skeptical about timeshare ownership.
Solution: In a high-end brochure, position the new resort as a logical extension of Walt's vision for Disneyland—a first of its kind hotel in the heart of the "first" Disney experience.
Google Apps for Work
Challenge: Connect with small business owners who have an affinity for the Google brand, but who have not yet made the switch from Microsoft Office to the cloud-based Google Apps for Work.
Solution: Launch a social media campaign tagged with #WorkBetter, giving small business owners helpful content and productivity tips rather than a "hard-sell" brand message.
#WorkBetter drove more engagement than any campaign in the brand's history, with a 60% increase in engagement on Twitter and a 125% increase on LinkedIn.