We took the brand out of the 80's, got rid of the laser beams and tennis rackets, and created platforms that resonate with the men of the 21st Century.
Olympics Anthem - Perfect Isn't Pretty
The chase for perfection, no matter the goal, is never easy. In fact, at times it’s even harder to watch. The focal point of “Prefect isn’t Pretty ” Olympic Campaign is upon the truth of the journey. The sacrifice, and selfish dedication we all must make to continue to reach our best.
Gillette Body for Freshness
How do you show that feeling of freshness you get from body shaving without hanging on that expected gratuitous shower scene? Here you go.
Gillette Body "Shave Forth"
Who better to talk about no longer shaving your body with a face razor, than men with no faces? Our audience loves EDM music. Their heroes are masked DJs. So we collaborated with three of the biggest, “DJs from Mars” and “Dr. Lektroluv." First, we released the original track “Aquatic dance of the DJs” on SoundCloud. Thousands of free downloads were gone in minutes. Next, they played it across the globe. Lastly, we dropped this video online. They loved it. Over 20 million times. And we sold out of razors. Totally. Completely.
Gillette's "Ultimate Gift"
The only gift that can make all other bad gifts look good. Ladies, take note.
The "whatever that is"
The dreaded selfie-stick
A smooth shave for all mankind
Gillette has spent millions and millions on creating razors that works on all men across the globe. These tactile posters had the feel of a 5 o'clock shadow while the paths left by the razor were smooth as silk.
Fun Things Up
In a world that has gotten overly serious about food there is one delicious treat that seems to be able to keep people smiling: JELL-O – the only snack made with 100% pure fun. Which is why our latest campaign has been all about how we “fun things up”.
Some people need the recuperating powers of JELL-O more than others.
JELL-O Fun as Bird
Putting into words why one loves JELL-O is easier than you'd think.
JELL-O "Happy Hikers"
If you think about it, it really boils down to how you look at life.
JELL-O "Puddin' Hour"
True story. My younger brother thought kindergarten was a painful, one day thing. Wrong.
Jell-O "Pudding Surprise"
This Super Bowl idea started the whole "Super Bowl Hi-Jack" Phenomenon. Rather than spending millions on one spot, we made millions fall in love with the brand.
Fun things Up - Outdoor, On-line, Print
Here's a couple of many instillations we did to show people the fun that comes with enjoying JELL-O
A Cambridge studied showed that the human brain can read any word, no matter how it's jumbled, as long as the first and last letter stay in their respective places. Here are two executions in a broader campaign we created for Jell-O Mix-ins.
I was fortunate enough to work on the Live Richly campaign for Citibank. A campaign that turned a once cold brand into one with a heart, embraced by customers, the financial world, the adverting industry and even the art community (it's showcased at the MoMa.) From a bevy of billboards to TV work directed by Errol Morris, it was a opportunity in writing that i'll never forget. Our tagline is something I try to live up to everyday.
Break the Mold
Here are a few of about a hundred outdoor boards that reminded us all what we really should be investing in.
Marriott "You Are Here"
When Marriott merged with Starwood properties it became possible for guests to stay nearly anywhere in the world with them. Thus, their new tagline, "No matter where you go, you are here." Finally, one of those rare taglines that actually makes sense. Here's a few spots from a very robust campaign.
You are Here - By Marriott - S.A.
You are Here - By Marriott - Venice
You are Here - By Marriott - Grand Caymens
Find True Film
Finding your perfect film is like falling in love. One you're hooked, it's over. Uncover the genre that will make you fall head over heels at the Seattle International Film Festival.
Find True Film
Find your perfect match
Don't Fear the Reaper
No Stank You!
'No Stank You!" is the most successful children's anti-smoking campaign...ever.
"No Stank You!" case study
Rather than showing everything. Here's a quick synopsis why our campaign was so effective with the kids
Don't get a visit from the Yellow Tooth Fairy
When Minnesota reintroduced Baseball to the outdoors, what better way than with outdoor work that embraced the elements.
The player acts as a weather vane. Spinning at the slightest hint of wind.
Target - Wardrove Infusion Confusion
University of Minnesota
the UofM is doing amazing things everywhere all the time. Here's just a couple.
University of Minnesota - Doris Taylor
University of Minnesota -
University of Minnesota - Dr. Marcia Endres
University of Minnesota - Brian Bell
TCF hadn't seen positive growth for years. Brand sentiment was as bad as BP during the oil spill. After we rolled out this new campaign, they've seen positive growth ever since. Sure, some folks think the German guy is a bit creepy. But then again, he's supposed to be.
Minnesota State Lottery
It's the lottery. It's fun. Don't overthink it.
"Randle Recharge" MN Lottery
"Randle Express" MN Lottery
"Brazil" MN Lottery
"Ireland" MN Lottery
MN STATE LOTTERY | Deer Named Mo
MN STATE LOTTERY | Big Ol' Paul
Deer Named Mo (Bert Blyleven) Sing-Along
Bits and Bobs
Anytime is a good time to start financial planning. Here's a fun one that ran in the financial section of the WSJ.
The NYSE would't exist without the 2,800(ish) companies that comprise it. This tagline long copy proves the point in a fairly unique way.
Let the wind blow through your hair. even if you don't have much.
Rochester Big and Tall Clothing
Big folks gotta look good too.
Sometimes the night before ends up being today in a place you don't know where. We put these in the back seat pockets of planes for those who wake up wondering "what the hell should I do next?"
a B2B print ad explaining that Mother Nature is a cruel bird.
Wert's Guiding Servie
One of my first ads done for a friend. Still dig it.