Change the Game
Cultural Insight: Tequila is a rapidly growing spirits category and with the advent of silver consumption has morphed into a “tequila-vodka” entity.
Brand Asset: 1800, with its iconic masculine bottle and authentic-tasting product line featuring its silver and 100-proof select silver products is the world’s finest tequila.
Growth Strategy: 1800 is the authentically masculine product that’s just right for today’s non-pretentious tequila drinkers.
What’s Your O-Face?
Cultural Insight: The imported vodka market had become increasingly cluttered and positioned as an exclusive club, limited to brands featuring elaborate and pretentious back stories.
Brand Asset: Three-O Vodka comes in fifteen surprisingly exhilarating flavors such as root beer, cherry and grape.
Growth Strategy: The Three-O “What’s Your O-Face?” campaign took ownership of the unexplored fun portion of the imported vodka landscape.
KAMEHAMEHA!
Cultural Insight: The biggest challenge in creating communication in the gaming world is simply not to piss-off legions of hardcore fans.
Brand Asset: When it came time to create TV spots for Atari’s wildly popular title, DBZ, we knew we had to delve deep to find the one truth all the fans would relate to. It was the trademark battle cry of the title’s hero, Goku: KAMEHAMEHA!
Growth Strategy: By bringing the empowerment of “KAMEHAMEHA! to real word scenarios, we created a series of commercials that were relevant to gamers. In fact, hundreds of thousands of fans online responded with a resounding “LMAO!!”
The Brazen Breed
Cultural Insight: In a nightlife scene saturated with trendy, designer vodka brands, BULLDOG needed to break through the clutter and overcome the stigma that gin is a drink for old, stodgy consumers.
Brand Asset: Inspired by the name, BULLDOG, and its unique array of exotic botanicals, we created an iconic bottle, complete with spiked glass collar, that has come to epitomize this sexy, super premium newcomer.
Growth Strategy: Praised for its unmistakable design, BULLDOG not only breaks through the clutter of bottles behind the bar, it is succeeding in attracting a new generation of gin drinkers while shattering any preconceived notions of how gin is supposed to behave.
Unleash Your Inner Monster
Cultural Insight: While ATARI practically created “gaming,” the Wii platform has single handedly changed the face of gaming as we know it. A title with the recognition such as Godzilla, if leveraged correctly, could be the perfect foray Atari needed to enter this new era.
Brand Asset: The Wii allows gamers to be apart of the action. In Godzilla: Unleashed, gamers can fight and destroy by actually being one of 23 monsters in the game. Who wouldn’t want the chance to become a monster?
Growth Strategy: We brought the idea of “Unleashing Your Inner Monster” to life by juxtaposing action from the game with the actions of a multi-users actually playing the game. The outcome was a high-energy romp that not only showcased the game-play, but appealed to both Wii aficionados and longtime Godzilla fans alike.
Join New York’s Brightest
Cultural Insight: In the battle to hire the best public school teachers, New York City was losing ground to wealthier school systems in Westchester and Nassau counties.
Brand Asset: New York City could leverage its prestige by elevating NYC teachers to the same heroic status as the NYC police and firemen.
Growth Strategy: Mayor Bloomberg himself introduced our campaign idea in a press conference: Join New York’s Brightest: Teach NYC. We convinced a proud graduate of NYC public schools, Hollywood director Joel Schumacher, to donate his time and talent to telling the story of the City’s heroes. Result? With the Ad Council on board and a powerful new web site, we helped break all records for qualified applications to the New York City public school system.
Keep the Fire Burning
Cultural Insight: If you want a viral email to gain momentum, it must be worth sending.
Brand Asset: To drive traffic to their website, ATARI wanted to create a promotion based around the revolutionary “fire technology” in their blockbuster title, Alone in the Dark.
Growth Strategy: Creating a parody in the tone and manner of an STD awareness PSA, we capitalized on the “burning” aspect of fire to get get viewers to “give it to” the people they know and/or don’t know. It was a humorous slant that achieved the “viral” effect we were going for.
