The Proper Breakfast “Trousers”

/ The Proper Breakfast “Trousers”

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The Proper Breakfast “Handshake”

/ The Proper Breakfast “Handshake”

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truth / The Infect Campaign 2006

/ truth / The Infect Campaign 2006

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SPREAD KNOWLEDGE. INFECT TRUTH

In 2001, well before Web 2.0 or Social Media – back before “viral” was a marketing buzzword – the truth brand embarked on a campaign we called, “Infect.”

The idea: Tobacco companies have billions of dollars to spread their message, but we’ve got each other. The objective: Give young people information about Big Tobacco and the deadly, addictive products they sell. Then empower those young people to take that information out into the world and spread it.

The “Infect” model became a sort of touchstone for the truth brand – establishing a set of guiding principles to which those of us who worked on truth have held ourselves ever since. At its best, truth is still about young people, out in public places, spreading information about Big Tobacco in simple, creative ways.

In 2006, truth touched the stone once again with a second round of the Infect campaign.

Shimano

/ Shimano

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You don’t go straight to the top. You have to turn.
Copy: When was the last time you saw a bike race without any turns? Probably never, right? Well, that’s a problem for most wheels. See, most wheels use radial-load bearings. The ball of a radial-load bearing sits sandwiched between the two flat surfaces of the bearing rings, creating two contact points along a single plane. Which is fine. If you only ride in a straight line. At Shimano, we only use angular contact bearings. The rings of an angular contact bearing are designed to cradle the ball. They account for radial loading, but they also support lateral loading as it’s forced back an forth. And that greatly improves wheel performance and strength in real-world riding conditions. Like, for example, when you’re dancing on your pedals through the Pyrénées. Maybe that’s why more 2005 Tour de France stage winners rode our wheels than any others. Angular contact isn’t the newest bearing technology. And it’s not a proprietary technology. But it’s superior. That’s why we use it in all our wheels, from Dura-Ace on down. After all, it’s a long, twisty road to the top. And we want to ride it with you all the way.

Volkswagen GTI MK V Launch Campaign / The Fast wins at Cannes

/ Volkswagen GTI MK V Launch Campaign / The Fast wins at Cannes

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Read entire article here.

truth / The Crazyworld Campaign

/ truth / The Crazyworld Campaign

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WELCOME TO CRAZYWORLD

As adults, we understand that the world is not a black and white place, and the delineation between right and wrong is hardly ever that clear. But teens have a much more acute sense of rightness and wrongness – of what they believe to be fair and unfair.

With the Crazyworld campaign, we wanted to leverage that insight and show young people a world in which most businesses are held to one set of rules and standards, while Big Tobacco operates in a parallel universe in which their actions are relatively devoid of consequence. It’s an upside down place, and unfortunately, it’s the world we live in. Welcome to Crazyworld.

Volkswagen GTI MK V Launch Campaign / Make Friends With Your Fast

/ Volkswagen GTI MK V Launch Campaign / Make Friends With Your Fast


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The Proper Breakfast “Moustache”

/ The Proper Breakfast “Moustache”

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Earthlink / Direct Response TV

/ Earthlink / Direct Response TV

Monster / Superbowl TV

/ Monster / Superbowl TV