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Municipal bond insurance ads are about as hilarious as...municipal bond insurance. But recently, we had a chance to bring a little 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
These ambient billboards played off their natural environment to reveal India's biggest problems, or, depending on the time of day, the solutions. The work was created for our client DuPont to raise awareness for their sponsored TV series running in India titled, The Power of Shunya.
The only time people think about energy companies is when the power goes out. It's not surprising they aren't very popular. In these brand films, we wanted to show another side of National Grid and prove they were not your typical greedy corporation who resided on top of a mountain and only came down from it to collect debts. National Grid employees actually lived in the same neighborhoods as the customers. Both films are based on true stories and pay off the "Here with you, here for you" campaign platform.
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.
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.
Everyone knows what happens in a DRTV spot: you must show the price at least 3 times (or more)! This often feels forced and not a natural part of the narrative. Rather than fall into the same old trap, we gave the price 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 interesting part of a Doritos Blaze chip is you have to wait for the heat. You think you’re just eating a spicy, flavorful snack, but then the heat comes out of nowhere and delivers a serious smack down.
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
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 synonymous with safety was being rebranded as 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 nerds can indeed hang with 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."
Pushing the Limits
Dare Bigger™ Profile Teaser
Kevlar X Games
Dare Bigger™ Profiles: Cam Zink
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.
What if you're traveling on business and the guy with the presentation deck disappears an hour before showtime? Click to see what happens.
At the end of the video, a URL "donthaveameltdown.com" directs people to a microsite where Dr. Mimi, Life coach, takes over the experience and offers empathy, fiscal wisdom, and introduces a Cisco product that could help prevent further meltdowns.
Of course, you could use Cisco Telepresence and not fly at all, as the other two TV spots suggest.
Silver - LA ADDY HOW's Interactive Design Awards
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.
Speed Stick 24/7 protects all day and night so the Parkour crowd won't quit and neither will their deodorant. They'll invent tricks like the "720 Flip-meister" or just simply, "The Todd." Their confidence will soar. They will push the limits of what's possible. On the ramp or in life. Pretty soon the entire city will be their half-pipe.
Social activation: a trick name generator tool.
Kirb is a parking space app that offers exclusive parking AND/OR a way to earn money by renting out your parking space. The website along with print collateral use playful design and copy to help spread the news.
These are some ideas from my advertising past that I can't seem to part with. If you made it this far, it's clearly a slow news day for you or you need to take up a hobby. May I suggest ferret-legging?