Recycling and sustainability is a tricky one for the little capsule with a bad rap. Consumers are skeptical, and corporate green-washing is rampant. For the first time in the brand's history, Nespresso fully embraced promoting its sustainability efforts and recyclability of their product. On social media. With the world free to comment.
For the "This is Nespresso. This is recyclable." campaign, we created 200-plus “infinitely looping" social assets that lived on the 3 main platforms and included videos, video + image carousels, IG stories and cinemagraphs. Launched on International Recycling Day, the campaign was adopted by 30+ markets and inspired important, transparent conversation.
In early March 2020, I woke up with “sit in the city” in my head and did what anyone with decades of branding experience would do: I registered the URL. During the next 15 months I followed my intuition, committed to my keyboard, and created Sit in the City: LA Meditation Cards. The project kept me sane during lockdown, and when the world was ready to reopen-ish, I had a product that was ready to go to print.
I see the project as a beautiful marriage of the creative skills I developed crafting storytelling narratives for other brands, and the life-skills I cultivated (and continue to cultivate) with my personal meditation practice. It’s a gift to my 25-year-old self, who could have met challenges with a greater sense of grace and ease had she had the right tools. The LA deck was released in May 2021 with NY soon to follow.
https://sitinthecity.com
IG @sitinthecitycards
FB @SitInTheCity
To establish itself as a legit beauty brand, Philips Beauty embarked on a journey to find, then celebrate, women who are beautiful in their own way. We did this through the lens of The Atlas of Beauty's Michaela Noroc, a photographer who travels the world capturing women in their purest expression. Traveling 50-plus countries over 4 years, Michaela has established herself as the ultimate beauty explorer — with a beautiful story of her own.
A Facebook-only intitiative, the #BeautyExplorers campaign launched with hero content then re-engaged viewers with full-funnel content that targeted the audience with the stories most relevant to them. All content drove to the Beauty Explorers landing page.
After Belgium was hit by terrorist attacks in early 2016, the country experienced a ripple effect of other hits - to its morale, to its image, and most importantly, to its economy. This prompted the Belgian government to take positive action in the form of a communications campaign designed to develop and revitalize the market with a social -at-heart approach.
Playing off Belgians’ uniquely quirky and self-deprecating attitude known as Belgitude, the multi-channel campaign included social videos and display at its core, with OOH spectaculars, print, Twitter activity, PR, events, and celebrity involvement rounding out the efforts. The work ran in Belgium, France, Germany, Italy, Luxembourg, the Netherlands, Spain, and the UK and was awarded an Effie for playing a highly effective role in growing visits to Belgium by 8% in 2017 after a disastrous decline after the bombings.
Most people know their favourite Nespresso by capsule colour. To help them truly understand the expertise behind their favourite cup — and to differentiate them from the "wannabes" that flooded the market — we used a social format as rich as the Nespresso blends themselves: the newly released mobile format, Facebook Canvas.
People who engaged with the targeted Canvases were retargeted with shorter convince and convert content that invited them to learn more.
FIJI Water is unlike any other water in the world. Why? Because it’s untouched by man. The advertising briefs, from the day we started working on the brand, remained "untouched" across all mediums as well. The campaign represented FIJI’s first dive in to television. fijiwater.com
Five years and forty-odd celebrities into Get Crackin', America's favourite nut turned to America's other favourite nut - Stephen Colbert - to evolve the campaign.
The Super Bowl is always conveniently timed right before Valentine's Day, which was the perfect time to remind guys about flowers. Having the honor of being America's biggest snacking days, it was also a great opportunity to talk about nuts.
Our job was to create the first-ever branded pistachios campaign to combat bad press caused by a salmonella scare. We were asked to show people how much fun it is to open and eat pistachios. The campaign ran its course: five years and forty-odd celebrities.
Simple execution of a simple premise: kids love cuties because they're sweet, seedless and easy-to-peel. Perfect for kids.
Three years into marketing cuties, the company was sold, along with its dominant brand awareness. We had six months to name, package and launch a competitive mandarin brand: halos. halosfun.com
When you work in Los Angeles, you work on sheet metal. Tough but incredible category.
When you're a creative in Los Angeles, chances are good you'll going find yourself on the fast food-chain. Getting inside the 18-25 year-old male HFFU's (heavy fast food user's) head was a challenge. But better than trying to get inside his stomach.
How do you get a room full of dealers at their national sales conference excited about the launch of a new SUV? You take them for a ride.
