Five versions of the campaign, and Seriously Professional still feels fresh and is going strong.
Winner of 2016 LG global best practices award for digital platform campaign and communications, LG OLED TV product. In 50 years, first time ever given to agency. First ever to be given to a marketing campaign, rather than a product innovation or technology.
LG G Watch R website - microsite produced for the North American market, HTML 5 high-graphics animated site.
“Best in Digital Media” category award, Addy
Contributors: Tim Morris, Gab Park, Sara Khadar, John Price, Andrew Wind, Scott Zaretsky, Jed Michaelson, Amy McNeal, Dan Bavosi, Fabrin Cabrera, B-Reel, Urban Pixels
Since Canon launched a new line of cinema cameras and lenses in 2010, it was time to redesign the entire product website to show the bredth of what directors and pioneering filmmakers have done with the equipment. Keeping in line with a sleek, sophisticated cinema look was critical, so keeping the product as hero while also showing customer stories was important.
Digital, E-Marketing, Print
At the beginning of the year, Canon wanted to revamp and streamline the look of their product ads for print and digital. After several rounds of iteration, we worked with the client to land on a more refined but technically exciting look that made excellent use of a call-out style. Not only does the new look get users of the equipment excited about technical specs, but the design allows for an element of visual mystery.
Digital, E-Marketing, Print
Canon Service and Support response times and education resources needed some attention. It wasn't hard to find some professionals who had benefitted from both, so we created a testimonial campaign highlighting how even the best of pros need support, because "SUPPORT MATTERS".
"DELIVER" for NAB
Customers needed to feel like their projects could rely on equipment that is workable with current workflows. So at NAB 2013, Canon took over, with "DELIVER". Canon made a strong statement that not only had they delivered on their promise of high-quality cinema equipment, but that your creative business would be able to deliver the final product to any audience you might need.
Print Like a Boss
Video, Banners, Print, Event
Canon's single-function printer group had several printers they needed to get consumers and vendors excitied about, but didn't have a particularly unique selling point for the printers as a whole. So they needed some kind of exciting creative wrapper that would be able to address any particular printer's benefits, as well as the group of printers as a whole. With a small budget, as well.
Most of these printers are targeted at very small business owners, or office workers in small businesses. They'll be using this printer every day, non-stop. So it needs to be dependable, reliable and fast. Knowing something you need to do will get done fast, effeciently and consistently, within arms reach, definately makes you feel good.
But this is just a printer. Can a printer be fun, or have a personality? Let's use a commonly understood phrase and add an unexpected twist. Show how the printer becomes the side-kick of the owner, making it fun to use the printer. So you can print, like a boss.
Best Buy and other major retailers liked the campaign so much, they asked to pick it up in-store and online for their own displays. The campaign is now a fixed install display at it's headquarters in NY, USA.
Art Directors: Dan Thaner, Margaret Fu
Copywrtier: Raechel Stirling
ACD, Art: Nicklaus Deyring
ACD, Copy: Dustin Glick
Creative Director: Rahul Sabnis
Whether it's an inbox full of donation requests or pledge drives on NPR, most of us are bombarded on a daily basis. This leads to compassion fatigue. We needed to find away around that with this campaign for Action Against Hunger. Instead of the guilt-inducing photography most people associate with non-profits, we opted for a more thought-provoking, conceptual approach. The ads certainly turned a lot of heads, including a few over at the New York Times.
The Idea: Delivery water has two big benefits for people who frequently drink bottled water: Don't run out of water. Stop running out to get more. One entendre captures both benefits very well: "Stop running out".
The Ask: Nestle Waters delivery was creating the new direction for 2014, and we wanted to create a series of campaigns that worked for their separate sub-brands. Each was given a new treatment that could be carried through their broad, digital and direct channels, all based on one larger idea.
As a part of their Bags Fly Free promotion, highlighting the fact that you don't need to pay extra fees for your luggage on Southwest Airlines, we created this free app for customers to play off and on the flight. After tossing playful bean bags through the levels themed after major Southwest hubs, customers would receive a free beverage or snack through a code shown to their stewardess.
The challenge behind this app was to develop a seamless experience from screen to screen, and to keep the game play as smooth as possible. We were constantly revising interface elements to integrate better with the flow and to not interrupt the fun the user was experiencing.
The SouthWest branding scheme included a stylized 3D-look and a bright color palette. So we built the game in 3D, using similarly styled 3D environments. And for the interstitial screens, we continued their "around the globe" look and feel, so that the branded message could be delivered in the style of the game, and not interrupt game flow.
The holiday season posed an excellent opportunity for Crown Royal to expose its higher-marque liquors to an already receptive audience. This site gave users the opportunity to answer three questions to find out "what kind of crown royal are you?". Using a 3D flash deck of Crown Royal cards, which were also sent out as keep-sake print pieces, members were also invited to pass along their recommendations to friends and family for the holidays.
From the beginning of the project, we knew there would need to be an engaging method of showing what is at it's core basically an intelligent quiz. After discussing the technology options with the lead developer on the project, Cesar Munoz, we thought 3D Flash would be a great way to have the cards flip through the air and give a higher level of flair to the quiz itself, while maintaining the class of the higher marque brand of product. Afterwards, we made a call to action simple and straight forward, with an option to delve further if the client wanted to continue their experience, though most would probably drop after.
Some beta user testing revealed our hunch was correct, people responded very well to the 3D flip and didn't find it jarring. Some more tweaking to the speeds of the transitions netted out to a great microsite experience.
To remain in step with the developed concept of cards and whiskey, all of the elements of the microsite seemed to be in a high-end lounge, including some ambient fire effect to imply comfort and charm. The user is invited by the visuals the experience the flavors of a higher marque whiskey.
Dustinland is a popular web comic that published a comic called "The Theory of Hipster Relativity". It outlined that a Hipster is someone more hipster than you are. That comic was a viral hit on the Internet, and to take advantage of the publicity, we designed and are developing this iPhone app that allows you to build your own hipster, and determine just how much of a hipster you are.
The challenge was to sort and organize hundreds of clothing articles and outfits that would be layered differently, depending on the location of the body. Eventually through testing we opted to allow the user to select the location and type of article first, then select which artcle would go in that location. Also we had to go back and forth on the best sharing method for social media, which I don't think we really ever hammered out completely.
The app needed to feel comic-like, and stay out of the way of the visuals of the drawings themselves. So rather than make the buttons and interactive elements hand-drawn, we chose a simple white button style that would feel button-ish and not confuse users.