This is a story that begins with a question. What can a chemical company do to enhance its image? In the winter of 2006, Dow was a company without a face that made products without a brand. Unlike its early history, it was no longer seen as pioneering knowledge and seeking answers to world problems.
To be distinct and true to itself, the real story of The Dow Chemical Company needed to be told: a story that exemplified the heart of the company and its goals to dramatically improve its sustainability efforts by the year 2015. The answer to that challenge was the Human Element.
This campaign reframed Dow from a traditional chemical company to one that aligns elemental human needs with fundamental business practices – changing the way stakeholders and key influencers think of a chemical company.
Since the launch, there has been a 34% growth in brand equity and a 75% increase in brand familiarity. The Forbes Reputation Institute reports that between 2008 and 2009, Dow’s brand reputation showed more growth than any other domestic brand. In 2007, B to B Magazine recognized the print as the best in category. In 2007 and 2008, it won Best of Show at the Chicago International Film Fest and a Gold Effie in 2008.
TELEVISION // The Human Element
TELEVISION // Story of Our Planet
TELEVISION // Snow
MICROSITE // Business Units
DIGITAL CONTENT // Farming The Sun
DIGITAL CONTENT // A City In the Dessert
There is only one place like Disney that brings families together, reignites your inner child and makes the most of a fleeting moment.
As an icon, the challenge is to always surprise and celebrate the magical power that is Disney while remaining true to the brand.
Our ever-evolving campaigns, grounded in genuine, emotional and everlasting moments make Disney the leader in the category where all others are a distance second.
The health insurance industry was on the precipice of its largest change since…well, since Blue Cross Blue Shield (BCBS) invented the industry over 80 years ago. With the passage of the Affordable Care Act, millions of people would be eligible to make their own health insurance decisions for the first time. Suddenly, finding relevance with consumers wasn’t just a nice-to-have; it was a must-have.
BCBS quickly realized if they were going to win in this new future of consumer choice, they’d need to fundamentally change their approach on marketing, placing an acute importance on their direct-to-consumer advertising for the first time.
In a category ridden with fear and uncertainty the Live Fearless campaign encourages people to focus on the wonder of life. Encouraging them to embrace day-to-day opportunities, relish moments of freedom, love, laughter, and overcoming challenges allowing us to be there for support. It highlights people who put themselves out there and push a little further. Carving out an entirely new voice and space for the category. One that leads, rather than reacts.
The Live Fearless campaign has been a big success significantly impacting measures proven to support brand building, changing both perceptions of the brand and purchase consideration toward it.
TELEVISION // Mantra
TELEVISION // Go Kart
TELEVISION // Reception
TELEVISION // Cross Country
TELEVISION // Color Run
SOCIAL CONTENT // One Fearless Second
SOCIAL POSTS // One Fearless Second
INSTAGRAM // One Fearless Second
MICROSITE / Faces of Fearless
DIGITAL CONTENT // Faces of Fearless
Although members of a club may come from different backgrounds, they typically share a common trait. The Diners Club cardmember shares an optimistic but clear-eyed view of the world that looks past the surface to the substance. It is no longer about the value of money but the values of money.
“Belong” is about embracing our heritage, the meaning and mindset of a club. It depicts Diners Club as an organization that welcomes those of the same financial mindset: the value of money lies in its ability to enrich a life rather than its ability to build monetary wealth.
The campaign has been adopted and adapted in nine countries around the world and is enjoying great success. In Brazil alone, brand awareness has increased by 44% and card applications have increased by more than 100,000.
TELEVISION // Map of the World
How often do you get a chance to reinvent a 100 year old company?
In 2012 Kraft Foods split into two and in the process created a global snacking powerhouse that was craving it’s own identity, dream and belief system.
It all started with the logo but quickly moved to articulating their vision of “Creating little moments of joy”. We then surrounded the organization with a message that rallied it’s global workforce to act with the strength and knowledge of a billion dollar company but think like an start up.
From the launch at Nasdaq to a spectacular coming out party that extended around the world to reimagined workspaces and everything in between this effort has worked to galvanize the workforce from factory to corporate into one of the premier companies in the world today.
TELEVISION // Joy
OOH // NASDAQ Launch
This campaign from Anthem BCBS celebrates the tenacity and will of the working class men and women who are too busy living – or sometimes simply surviving - life to make time for the complicated mess we call healthcare.
By talking directly to consumers in a way the respectfully acknowledges that drive “You have the will, we have the way” understands and celebrates the individual in a way that industry hasn’t seen before creating not only huge bump in awareness but an intimate connection and loyal following.
TELEVISION // Remarkable People
PRINT // Small Business
PRINT // Small Business
In this Memorial Day commercial, Boeing offers a simple thank you to the everyday hero’s who serve in our nations Armed Forces.
TELEVISION // The Same Face
INTERNAL // History
How do you separate yourself in a sea of sameness? You promise nothing. This campaign shook the bottled water category by swimming against the tide. While competitors were climbing over one another in an effort profess their purity, Aquafina stood out by standing for nothing. The campaign starring Lisa Kudrow and shot by Irv Blitz was cited by Bob Garfield of AdAge as one of his personal favorites and was celebrated by the AICP for outstanding photography. It also sold a lot of water.
TELEVISION // YooHoo
TELEVISION // Party
TELEVISION // Summer Heat
SOUTH BEACH DIET
LIFE IS BETTER ON THE BEACH
“Life is Better on the Beach” is a fully integrated campaign that captures the sexiness, spirit and attitude of South Beach the city and seamlessly parallels it with the excitement of South Beach Diet foods. This campaign was widely credited with helping create one of Kraft’s more visible success stories, as well as, the shedding of countless pounds.
TELEVISION // Ipanema
TELEVISION // Wraps
TELEVISION // Kung Pao
THE POWER IS IN YOUR HANDS
MoneyGram – a distant number two in the money transfer category behind Western Union- lacked the deep pockets, name recognition and network of their much stronger rival. A new global campaign was needed.
“The Power is in Your Hands” is an easily adaptable, fully integrated rallying cry to the people who’ve been held down for far too long. It’s an invitation to work with a partner that respects just whose money it is, and acts accordingly. It’s about respect and control. It’s a simple, positive announcement that at last there’s a better way, and that it’s within everyone’s reach.
“The Power is in Your Hands” campaign is built on a global insight that resonates in every culture and, although launched in the United States, with the help of MoneyGram Creative Services it was soon adopted and adapted to meet the cultural needs of 115 markets around the world.