PROBLEM

How do you create real excitement around the launch of a complex, highly technical new product? That was our challenge when Intel launched their new hard drive for data centers.

SOLUTION

Turns out, Intel’s new SSD was a radical step forward. The drives you typically find in data centers are designed for other purposes, so they’re inefficient, they waste energy and cost a lot to maintain. Intel literally created a new standard for hard drives. Their design broke the mold, so we created a campaign that did the same.

PROBLEM

Plastic packaging is everywhere. It’s cheap, lightweight, durable.  And that’s not good news for Owens-Illinois which makes over half of the world’s glass bottles and jars. We had the hard job of convincing manufacturers and brand managers that glass packaging was a better choice. 

SOLUTION

With Glass Is Life, we built a B2C movement of people passionate about glass. By focusing on glass’s beauty, sustainability, purity and taste preserving qualities, we created a community of 295K advocates that spanned social media. Glass Is Life is a big, bold integrated campaign that changed perceptions of an everyday material. It was a Global Effie finalist, alongside Coke, Nike and BMW.

PROBLEM

Launch the newly formed DXC Technology merger between (Computer Sciences Corporation (CSC) and Hewlett Packard Enterprise) with a bold, global brand campaign that set itself apart in an industry dominated by relentless hype. And do it in 6 weeks.

SOLUTION 

Digital is disruptive and you're probably falling behind.  That the message almost every IT services company shouts  at its customers.  And it just overwhelms and scares them.  What they need to know is how to make it all work to get stuff done. Turns out, that's DXC's specialty.

PROBLEM

Office Depot faced a two-fold problem, the continued decline of brick and mortar shopping as well as a decline in demand for everyday office materials (paper, pens, staples, etc.) in an increasingly digital world. To build off the strength of the brands B2B unit, the decision was made to split into two companies; Office Depot for general consumers and ODP Business Solutions for the evolving needs of business customers.

SOLUTION

To move beyond the perception of simply providing office materials, and position ODP Business Solutions as offering more of thought leadership and consultative role, the launch campaign leaned heavily on two elements—asking questions and circles. The questions represented ODP as a forward thinking partner, helping clients anticipate what’s next. While the circle represented the 360 degrees of support offered by ODP. From a brand launch spot, down to specific line of business messaging, the campaign brought the new looks and new purpose of ODP Business Solutions to life. We created a new brand identity, comprehensive brand guidelines, organic and paid media, brand videos, sales enablement, and more,

PROBLEM

Most window sales are in the replacement market, where there are some 700 manufacturers. Most of them offer generic products with a “let’s keep this simple” approach. That puts premium, branded window companies like Pella at a big disadvantage. If a homeowner wants to purchase Pella windows, it takes a lot more time and effort. Architects and builders may understand all the window options and features—but consumers don’t.

Solution 

Educate the consumers about the benefits of Pella windows and tackle the replacement window market with innovative products. That’s the easy part. The hard part is doing it in a way that’s compelling, entertaining and fun. 

PROBLEM

When people have to confront uncertainty every day, it’s hard to motivate them to invest in the future. Even harder when the investment is a variable annuity. Frustrated financial advisors have to battle both fear of the unknown, and fear of annuities.

SOLUTION

So let’s flip the script. We can help FAs and their clients to see annuities from a new perspective. This idea goes directly at investors’ misconceptions, arms FAs with answers, and shows how Investment Edge helps people and certainty in an uncertain world.

PROBLEM:  Duff & Phelps wasn't well known, and few people understood exactly what they do. They needed a campaign that would attract attention, show off all their capabilities and highlight their thought leadership.

SOLUTION: Duff & Phelps prides itself in telling clients what they need to know—not what they want to hear. So we created a series of provocative, truth-telling ads about front-page business news. They shake up a dull category, and demonstrate Duff's expertise and relevance.  

PROBLEM

J.P. Morgan Asset Management got respect from financial advisors, but not a lot of love. They were happy to use the company’s market intelligence, but seldom recommended its funds and ETFs. Most of them didn’t really even think of J.P. Morgan Asset Management. The brand stood for not much of anything.

SOLUTION

Our answer was “=”.  The equal sign.    

= represents every dimension J.P. Morgan’s promise, “Let’s solve it,” concentrated into one symbol.

= proclaims JPM is equal to any task. It’s a can-do, roll-up-your-sleeves approach.

= puts the company on right side of the equation. The side with the answers.

= is simple, distinctive, powerful and universal. It sends a message to the marketplace that J.P. Morgan Asset Management is solving challenges in with a bold approach that sets it apart.

Problem

Parents weren’t choosing the zoo. As the crowds disappeared, the Wildlife Conservation Society started putting pressure on the Bronx Zoo to raise their attendance by 15%.

Solution

We exploited something that’s probably impossible to resist, even on a genetic level:  new baby animals. The campaign ran in subway cars, at bus stops, on (brand train) billboards, and in newspapers and on television. It raised attendance 21% and started a baby naming phenom the following year. After all said and done, the Bronx Zoo babies campaign received over 22 advertising awards. The campaign ran for 2 years with over 18 executions. 

PROBLEM

Lockheed has been solving problems for over a century. Important, life-and-death, future-defining problems. Like how to make planes invisible, or how to get to Mars. They explore the outer reaches of tech—quantum computing, nanotechnology, cybersecurity. And yet, the world sees Lockheed as a big, old, airplane-building defense contractor. 

SOLUTION

We showcased the company’s innovations in fields you wouldn’t imagine to prove its leadership in science and discovery. “Bring us your hardest problems” speaks to the limitless future and Lockheed Martin’s ability to meet it. 

PROBLEM

QBE is a $13 billion insurance giant in Australia, but it’s nearly unknown here. Facing competitors like Nationwide and Liberty Mutual, we needed a unique message and distinctive point of view to introduce QBE in the North American market.

SOLUTION

QBE insures business risks no one else will: jet fighters, tunnel boring machines—even satellite components. And that helps businesses large and small turn potential into opportunity. To bring QBE’s story to life, we turned a little motor into a big character.  In a video shot from the motor’s point of view, we discover “he” is the key component in a bigger picture. His role is to sit on our shoulder, and at just the right time, tap it and say “When really cool stuff happens, did you ever think about who paves the way so it can?”

PROBLEM

Visa Commercial needed to drive awareness for their innovative business solutions in the face of a world that only knows the consumer credit card offering. We needed to reframe the conversation to generate greater awareness of the depth of Visa’s offering, and ultimately drive brand preference and business leads among large and medium-size businesses.

Our target, the CFO, is not only a defined segment, but also an audience whose role is in the midst of rapid transition. Increasingly, they are a partner to the CEO in achieving the vision of the enterprise, charged not only with reporting the past but also creating the future. However, no one is speaking to this mindset.

SOLUTION

Our work helped to demonstrate that Visa is not just a financial solutions provider, but also an intelligence system that helps CFOs meet the demands of today's challenging business environment.

PROBLEM

In the world of finance, BNY Mellon had all the glamour and prestige of a plumbing company, doing the industry's back-office grunt work. 

SOLUTION

Our clients happened to mention (like it was no big deal) that BNY Mellon touches 20% of the world's financial assets daily. That's $28 trillion. They connect the power of investments to peoples' lives. These guys aren't plumbers—they make the financial world go round. And that's the story we told.

PROBLEM

Sun Life delivers employee benefits like life, disability and dental—everything but health insurance. That’s a tough sell when health costs rise every year. Anyway, all brokers and employers can think about now is the Affordable Care—or what will replace it.

SOLUTION

Deliver custom content and events that help everyone understand the issues and challenges ahead, and show them how Sun Life’s products can fill in the gaps left by today’s slimmer health care coverage.

SUBHEAD

Bringing benefits out of the shadows.

PROBLEM

BHP, Australia’s largest mining company, has a surprising (and believable) commitment to protecting the environment. But they’re almost unknown in the U.S. They needed to raise awareness here, and set themselves apart from other supposedly Earth-friendly natural resources firms.

 SOLUTION

We cut against the typical big-company CSR-style ads. Our campaign uses colorful illustrations to show BHP’s surprising and deep connection between protecting the planet and increasing prosperity—you can’t achieve one without the other. 

PROBLEM

Hiscox is a 100-year-old British business insurance company, not well know here. They needed a breakthrough campaign to distinguish themselves in the U.S. market.

SOLUTION

Insurance ads mostly deal in fear, promising to shield you from risk. It's kind of weird because embracing risk is what small business is all about. So we zigged. We launched the U.S. brand with a celebration of risk, encouraging businesses to be bold, knowing that Hiscox has their back. 

PROBLEM

How do you get people excited about a jelly fish exhibit 30 minutes outside of the city?

SOLUTION

Tie the exhibit back to the heritage of Coney island. Freak shows!!!

Problem

The classic, polished aluminum Airstream trailer is a familiar American icon. But to take it on the road, you have to buy it—at least that’s what most people think.  Changing that perception was the biggest challenge for Airstream 2 Go, America’s first, authorized Airstream rental company.

Solution

Airstream 2 Go’s premium vacation packages let you rent the trailer along with everything else you need, including customized, fully planned itineraries across the country. To help launch the company, I created every aspect of the new brand: logo, website, collateral, events, social media (Instagram, Facebook, Snapchat), digital video, banners and designs for the showroom/hub.

Subhead:

Putting a new company on the map.