WRITER/BRIEF ASSASSIN FOR HIRE | 415.450.1606 | NEDWORDS516@GMAIL.COM
Municipal bond insurance ads are about as hilarious as municipal bond insurance. But recently, we had a chance to bring some levity to the category by highlighting our client's air-tight guarantee.
The Financial Communications Society Awards took notice:
Digital Media: Display/Rich Media Single-Assured Guaranty “Leap of Faith” - GOLD Digital Media: Display/Rich Media Single-Assured Guaranty “Guaranteed” - BRONZE Television Campaign-Assured Guaranty TV Campaign - SILVER Television Single-Assured Guaranty “Leap of Faith” - BRONZE Print Single-Assured Guaranty “Strength” - SILVER Print Single-Assured Guaranty “Experience” - BRONZE
"Leap of Faith"
Assured Guaranty | PreRoll and Rich Media Banner
After many years in the agency world, I took my first in-house job at Baylor Scott & White. Our team helped create the new brand voice for the largest non-profit healthcare and hospital network in Texas.
Behind Every Second Chance | Baylor Scott & White Health
Business travel can be a real drag…on your company’s bottom line. Cisco ushered in a new era of ultra-sophisticated, face-to-face communication with Telepresence. So now—in the event of a meeting—you don’t have to travel.
I will survive
It’s the one consistent in most DRTV spots: The price. So how do we make it a natural part of the narrative without feeling forced? We gave it a starring role in "Big Deal."
In "Disher", the battle between satellite and cable rages on, but at least we were able to discuss the pain points of a DirecTV subscriber in a fun piece of storytelling.
The only time people think about energy companies is when the power goes out so it's not surprising they aren't very popular. But people who work at National Grid also live in the communities they serve. They are part of the fabric. Our goal was to erase the divide between corporation and community by showing how National Grid employees go above and beyond the call of duty for the communities they serve.
Our Stay Connected App allowed people to see a map of outage areas so they could receive texts alerts, plug into Facebook and Twitter feeds, and see when their power will return. The goal was to get people to sign up before storms hit.
THE RESULT: 3,000,000 people signed up in the first 6 months and the initiative is still growing.
As part of AMPM’s “Too much good stuff” campaign, we set out to entice listeners about various retail initiatives with these humorous radio spots. (To play spots, click play icon in middle and once again on the upper left side. FOR MOBILE, click “listen in browser.”)
If you lived in New York and had Cablevision, chances are, you knew Matt the "Optimum Guy." He appeared on your TV on a white seamless background and plugged the latest Optimum service features. After many years, subscribers were tuning out the "genie in your TV" format, so to spice things up, we created funny scenarios where Matt could use his keen Optimum knowledge to save the day. Greg Bell directed.
Every time you put on a watch or wear a necklace, you're accessorizing. But what if your best accessory is the one you've been wearing since birth? Your smile. That's the idea behind the Colgate Max White One "Accessory Drop" campaign: Make your smile your best accessory.
Max White One Case study
Max White One
Bye bye les accessoires @ Rue De Caumartin
Vuoi vincere un viaggio intorno al mondo?
Accessory Drop - Milano, 28 Maggio 2011
DuPont Nutrition & Health was a complex business to describe. They didn't have their own products, they had expertise. They didn’t necessarily seek customers, they sought partnerships. So we invited big food industry companies (like Nabisco and Kellogg's, etc.) to see all the things, tangible and intangible, inside DuPont Nutrition & Health.
Each execution of the "It's What's Inside" campaign had a similar visual hook and allowed us to talk about a number of DuPont N&H offerings in a simple, memorable way.
This campaign is based on a startling truth: Gum bleeding is a sign of gum disease. We wanted to change people's casual attitude toward seeing "pink in the sink" and introduce them to a toothpaste designed especially for gums.
Headline 1: Don't ignore the signs. Headline 2: Your gums are trying to tell you something. Headline 3: Gum disease.
This work was created for our client DuPont to raise awareness for their sponsored TV series titled, The Power of Shunya. These ambient billboards played off their natural environment to reveal India's biggest problems—or depending on the time of day—the solutions.
City folk have the excitement and culture of a metro area, but most people lack wheels to get things done. We gave Enterprise's Twitter and Facebook followers hope during the holiday season.
The second two campaigns invite people to abandon their inner couch potato and go see the world during the holidays and football season. Each idea was part of a short, ongoing campaign with it's own visual hook and message.
Kevlar evolved from the material in bulletproof vests to the stuff inside BMX bikes, skateboards, and big wave surfboards. NASA even put it in their space suits.
In an interesting twist, the brand known for safety was now the material that helps you take risks.
We partnered with ESPN and became a sponsor for the upcoming X Games in Austin. Meanwhile, we came up with the Dare Bigger campaign. It included short films, a web series, hashtags, digital activations, and social media, along with loads of signage around the games.
The result? Awareness of Kevlar went through the roof, proving that a bunch of science “geeks” can dare just as big as the cool kids.
The manifesto that sold the idea: "The world is full of limits. People, fear, even physics will tell you the stuff you want to do isn’t possible. They’ll say you can only go this FAR, jump this HIGH, or reach THIS speed. They will dare you. With DuPont Kevlar, you can dare back. And DARE BIGGER."