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: Engage GIRLS' fans and get them excited for the new season.
INSIGHT: Fans love to share, discuss, and pick apart any exclusive material released.
SOLUTION: Release fun snaps leading up to the new season that utilize inside jokes fans will recognize from the show.
CHALLENGE: Target shoppers, who are 90% parents with kids, are looking to help their kids establish healthy brushing habits. But getting kids to brush their teeth can feel like an endless battle in the bathroom. How can Crest take the battle out of brushing?
INSIGHT: There’s one thing that parents and kids get just as excited about...STAR WARS! Star Wars was a major part of growing up for many parents...and now with the release of a new generation of films - it was the perfect thing to bond with their child about.
IDEA: Leverage Crest’s partnership with the Star Wars franchise to create engaging content that parents and kids can partake in. We can restore a generational divide and bring peace back into the galaxy – and the bathroom.
ART DIRECTOR: Jon Martin
CREATIVE DIRECTORS: Jimmy Schwartz, Jeremy Ruiz
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'.
CHALLENGE: Get Millennials to come to the MSI -without throwing a booze party.
INSIGHT: Millennials are overwhelmed with all the information coming at them. They crave something real.
SOLUTION: Millennials already know lots of stuff. We're here to help them know further.
ASK: Develop POS + Print materials to excite shoppers to visit Wendys for HI-C.
Art Director: Lauren Brajczewski
CHALLENGE: How can we get New Yorkers to sign up for annual CitiBike memberships?
INSIGHT: NYers are commitment-phobic. They subscribe to open relationships, airbnbs, and freelance jobs. They want flexibility.
SOLUTION: CitiBike is the one-night stand they don't have to worry about. It's the #BikeWithBenefits
RECOGNITION: Won Best Strategy FOR Griffin Farley's Beautiful Minds
STRATEGY & ART DIRECTION BY: DANIELA MADRIZ
CHALLENGE: Dunkin' Donuts launched new, ready-to-drink iced coffees and wanted to introduce it in-store.
INSIGHT: Busy consumers don't have time to go to a Dunkin' pit stop every time they needed to refuel.
SOLUTION: Create a pit stop in-store, The Breakfast Pantry. Shoppers could choose any of the ready-to-drink iced coffees and teas to pair with grab-and-go breakfast foods and make a good morning great.
RECOGNITION: Awarded 3rd place out of 16 groups at the One Club Creative Bootcamp in March 2014. Resulted in an internship with Leo Burnett Chicago.
CHALLENGE: Create a program that encourages students just leaving high school to open a checking account and gain financial independence.
INSIGHT: Students only trust and take advice from their friends...not authority figures, not overpowering parents, and definitely not banks...
SOLUTION: Make money the student's friend. And like a friend, it talks directly through a personalized, real-time, funny app. It's Siri meets Her.
CHALLENGE: Educate the people - the ones who already don't keep up with or have experience with - racism in the advertising industry.
INSIGHT: The word "diversity" is often thrown around in the workplace without actually addressing the race issue. Race was the elephant in the room.
SOLUTION: MAFA will finally separate the definition between the words "diversity" and and "minority."
ART DIRECTOR: SHAKIRA SEABROOKS
CHALLENGE: Create engaging social posts for T-Mobile's Facebook page to promote the ease of use and advancement of Samsung phones.
SOLUTION: Compare the many features of the phones to olden times - especially when relevant to national holidays.
Copywriting/concepting: Meg Indurti, Krishna Purohit