CHALLENGE: Introduce Pay P2P payments in Messages.
INSIGHT: Pay is so freakin’ easy to use. Its as easy as having a conversation.
SOLUTION: Create a series of fun conversations that show how you can simply text someone some money.
CHALLENGE: Get shoppers to think about milk differently
INSIGHT: Shoppers are constantly looking for the next best health drink. But they've forgotten about the nutritional benefits of a good old glass of milk.
SOLUTION: Position milk as a new, mystery beverage with disruptive marketing efforts during their routine grocery trip.
VSBLTY BACKGROUND: VSBLTY utilizes technology that detects facial recognition, and recognizes gender, ethnicity, and age range of the shopper within seconds. We piloted an 11-store trial with our retail partner, ShopRite.
Pure and simple, real milk comes from only one source – the farm.
So when we use the term “Farm Fresh” we tell the origin story of milk in a compelling, timeless way. The term serves not only as a thought-provoking message for shoppers, it also becomes an incredibly astute statement for the dairy industry to make. With beautiful photography and refreshing copy, we allow shoppers to take a new look at milk; and we answer their search for farm to table foods by repositioning dairy milk as the original farm to glass beverage.
CD: Ciara Panacchia
PHOTOGRAPHER: Steven Hamilton
CHALLENGE: Mental Health is still a pretty taboo topic. In a school where over 46% of people have trouble with it, how can we get college students to be more open about discussing it?
INSIGHT: When students talked, they didn't feel heard - by the school or by their peers. When they talked, it always went back to a scientific, statistics-laden discussion.
SOLUTION: Enough with the statistics! Create a discussion about mental health that allows for empathy and subjectivity.
CHALLENGE: Communicate to parents the importance of pure discovery kids get from playing with Fisher Price toys, when parents are immersed in a sea of action figures and STEM toys
INSIGHT: Fisher Price is the only option in the toy aisle with the power to reveal a child’s potential
IDEA: Play is the beginning, the start point to becoming who they are.
CREATIVE DIRECTOR: Ciara Panacchia
CHALLENGE: Educate and explain to college students how jokes made at the expense of women ("run like a girl", "pussy", etc) can be sexist.
INSIGHT: Any educating video was perceived to be "too politically correct"
SOLUTION: Use comedy to explain why sexist jokes aren't funny.
RECOGNITION: The campaign performed first out of 6 groups in the feminist activism campaign.
It received front-page coverage in the leading campus newspaper, 'The Flat Hat'.