Insight: Britelings love working at eventbrite, yet don’t always know how to spread that love as a brand Goal: Create a brand book that’s both inspirational and educational Highlights: It’s digital, it has definitions and diagrams, it features an elevator pitch, it’s got a never-had-it-before core value prop, and it’s eventbrite’s first-ever Brand Book.
Background: As part of the larger Project Potential campaign, “Keep the Smiles Coming” was a Lunchables “Now with Fruit” launch Insight: Kids love playing with their food—so let them play with their fruit Idea: Feature kids playing with their fruit while making fruit smiles Activation: Anchored by OOH executions in New York, Los Angeles and Chicago, this was the biggest advertising and cause-related marketing campaign in its brand history, featuring: a robust social media campaign encouraging people to upload ‘Fruit Smile’ photos to drive fruit donations; a Times Square takeover with 7 digital video billboards; 5 interactive digital storefronts with facial-recognition technology (enabling people to update and share ‘Fruit Smile’ photos); and a mobile tour with interactive fruit-themed games, and a photo booth. Note: This was also a collaboration with Feeding America to get more fresh fruit to kitchens, food pantries and shelters.
Insight: Americans still want prints of their photos (otherwise they just sit as files on their phones and computers) Idea: Remind customers that they can “make” even more of the moments they share with love ones Highlight: Working with this kid model was an adorable dream
Insight: Realizing that people tend to ignore brand standards that read like legal documents, we created something that would be helpful and heartening. Goal: Rather than a document policing the brand, this inspiring guideline became a positioning story about L.I.F.E.—not cancer.
Background: What do you do with zero new assets, zero new budget, and few resources? Goal: You create a beautiful video anyway. Idea: The audience gets a whimsical preview of the themes and scenes available through the Portable North Pole by featuring reactions of kids receiving a video letter form Santa. What a thrill to be able to share secrets from Santa’s Village for all to enjoy. Note: Click image to play video (also watch the adorable teaser here).Link to teaser
Background: Eggo wanted a warm way to introduce new flavours online Insight: When grocery shopping, Moms read labels on everything (even if they don’t always know what the ingredients mean) Idea: What better way to give families a heads up on the contents of Eggo than with ‘Warming’ labels
Background: Built on top of the original EuroRSCG “Open for Fun” campaign, we asked thousands of Americans to take our survey and tell us what they considered fun. Idea: Leverage the results into an in-banner gaming experience. The result? 4 times more interaction than any previous benchmarks. Link to animation
The sweetest chip on TV. The chunkiest bachelor on MySpace. And now, your most irresistible viewing companion on ABC & NBC dotcom full episode players. Featuring 4 contextual video ads and 2 interactive ads. Note: Click image to play video
An Open letter from the Commissioner of the league of the future
Dear America, Not so long ago, this League was just a dream. A dream of a place where people of all ages and skill levels could embrace the spirit of friendly competition and good, clean fun.
Now, with two superstar athletes, new corporate sponsors, and special VIP rewards for our first diehard fans, that dream is on the verge of becoming reality. And just what is this “second sport” that’s causing such a fuss? I’m afraid I can’t reveal that until opening day. But you’re welcome to guess.