Since the dawn of time, canned chilies have fought over which brand has the freshest tomatoes and most authentic homemade recipe. It is a false war. Canned chili is canned chili. Instead of joining the “best shit in a can” chili wars, we positioned Stagg against our real competition: boring food. Even if you’ve got nothing but five minutes and a microwave, Stagg has a kick that gets you fired up.
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We put together a Get Fired Up! sampling tour with Street Factory and hit the road. The tour included a wrapped truck, team uniforms, hi-striker, beanies, and branded napkin dispensers.
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We turned staggchili.com into a quiz that identifies which flavor of Stagg will get you the most fired up.
General Mills wanted a Pop Secret campaign for young urbanites. Unlike Orville Redenbacher’s couch potatoes, these peeps are more likely to be found editing homemade movies on their Macs than watching TV. Our strategy focused on their creativity and individuality.
Three spots/online vids from director Brett Simon:
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One from animation duo Molly & Maria:
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Consumer-made spots immediately started showing up on YouTube. (Awesome.) WARNING: We had nothing to do with the creation of these. And they’re, um, well … let’s just say that they’re very, very “consumer made.”
Our print campaign was based on how real people said they eat their fave flavors. Photos were shot by fashion photographer Jessica Craig-Martin.
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We designed a “What’s your Pop Secret?” logo that appeared on packaging, in the spots, on the site, and on promo items like Pop Secret-sponsored movie theater popcorn bags.
Guggenheim.com is more than a new way to look at old art. It’s an opportunity for Guggenheim to engage a new generation with works that could never live within the walls of a museum. To introduce Guggenheim.com’s first online exhibits, we created giant back-lit kiosk posters for NYC and SF.
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What kind of TV spot do you make for Guggenheim.com? The anti-spot. Audio is silent.
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Print focused less on the art itself and more on the benefits of experiencing it online.
While sitting around a table of Roundy’s Grape Jelly, Balsamic Vinagrette and Broccoli Florets, we made a discovery: the Chairman of Roundy’s signature appears on the back of every product. Hmm, we thought. What if he was a Chairman Superhero who personally approved every orange, every potato chip and every pint of ice cream? What if … (gulp) … we used the real Roundy’s Chairman?
The campaign consisted of TV, a new site, digital content, print, radio, outdoor, newspaper, grocery bags, and a variety of in-store pieces. TV and online video were shot hand-in-hand – two camera crews working together on the same sets at the same time. Click HERE to visit the site.
Bison serves their delicious hard ice teas at their brewery restaurant just off the UC Berkeley campus. They wanted posters to remind students that hard iced tea is, in fact, hard.
Hepatitis A and B can kill, but are 100% preventable if you get vaccinated. We created this spot with one goal in mind: scare young, gay men (highest at-risk group) into getting vaccinated.
Not only did I write this spot, I’m in it. Twice. I’m the assassin pulling the plastic bag over his head and the thug drowning him in a sink of ice water.
I worked at African American/urban agency Carol H. Williams in Oakland for a couple of years. (Nickname: “J. Crew.” Not kidding.) That’s where we made this spot for Coors White.
I launched Modern Copywriter in November 2009. Since then it’s been visited by 532 cities in 57 countries on five continents (Google Analytics). In February 2010, MC formed its first professional partnership – with The One Club. How cool is that? So cool.
