New Balance / Introducing the New 890 with REVlite

/ New Balance / Introducing the New 890 with REVlite

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THE 890 WEIGHS PRACTICALLY NOTHING. AND IT’S ABOUT TO CHANGE EVERYTHING.
The 890 from New Balance is crazy light. In fact, running shoes this light are usually no more than stripped-down racing flats reserved exclusively for skinny little speedsters. But the 890 is different – it’s a neutral cushioned trainer built for runners of all shapes and sizes. The secret? A new midsole compound called “REVlite”. It’s got all the cushioning, all the stability, and nearly 1/4 less weight than comparable foams. So, exactly how much lighter is the 890? We set up a few demonstrations to show you.

Trampas (tall guy) and Pedro (short guy) both work in the New Balance R&D lab in Lawrence, MA. In fact, they pretty much run the joint. Seriously. They’ve got Ph.D’s in Sports Science, they’ve got scads of bleeding-edge equipment at their disposal, and as you can see, they’ve got extremely bright futures in acting. So when we wanted some web content to demonstrate exactly how light the new 890 neutral cushioning trainer with REVlite really is, Trampas and Pedro were happy to lend a hand.

The All-New Volvo S60 Global Launch / Naughty Volvo Films

/ The All-New Volvo S60 Global Launch / Naughty Volvo Films

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AS NAUGHTY AS YOU WANT IT.

For the Global Launch of the S60, we invited Volvo enthusiasts to participate in the campaign, and let us know just how naughty they want it.

To inspire those enthusiasts, we enlisted the help of Scott Weintrob – Director of the BBC Top Gear series. Scott recruited professional racer and stunt driver Ben Collins (who may or may not be “The Stig”), and we all trekked off to the Volvo Proving Grounds in the remote forests of Hällered, Sweden. Inspired by the rigorous testing Volvo is known for, we created a series of online films featuring the S60 performing three standard track tests with increasingly naughty twists.

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Naughty Slalom: Level 1 (Not Naughty)

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Naughty Slalom: Level 2

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Naughty Slalom: Level 3

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Naughty Elk Test: Level 1 (Not Naughty)

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Naughty Elk Test: Level 2

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Naughty Elk Test: Level 3

TEASING THE VOLVO FAN BASE.

In the days before the Global Launch of the S60 in Geneva, two short web films are posted to Volvo’s Facebook fan page, giving the community of 70,000+ hardcore loyalists a sneak peek at a sexy, red S60, along with one delightful promise – “Naughty Volvos Are Coming.”

The first film received more than 88,000 Facebook impressions within the first two days.

DIAL YOUR NAUGHTY UP A NOTCH.

On the eve of the Global Launch, we seeded levels 1, 2, and 3 of our Naughty Volvo Films on the Volvo Facebook fan page, and on YouTube. The films direct users to naughty.volvocars.com where they’re invited to submit their own creative suggestions for an even more naughty 4th level to be filmed in May, 2010, for release at the 2011 Market Launch.

In the weeks that follow, users post hundreds of their own Naughty ideas to the Volvo Facebook page, and an article on Wired.com prompts a slew more. Some are inspired, most are downright bananas, and yes, a few are critical, too. But one thing’s for sure: Naughty Volvo has started a conversation.

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Discover Your Epsonality / Integrated

/ Discover Your Epsonality / Integrated

EVERYONE’S GOT AN EPSONALITY

Epson makes the ink jet printers professional photographers choose 8 to 1 over any other brand. But in the consumer ink jet market, Epson is just another box on a crowded shelf. In a category that’s been reduced to cold, hard feeds, speeds, bullet points and price points, Epson’s professional credentials simply weren’t translating.

So how do you get people to care about a peripheral? We started by creating Epsonality.com – a tool to help people find the right Epson for their unique printing needs. In doing so, we found we could demonstrate all the unique characteristics and capabilities of a broad Epson consumer ink jet line in an engaging way, while also proving that choosing the right printer really does matter. It all depends on your Epsonality.

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.

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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BK Chicken Fries

/ BK Chicken Fries

IT’S CHICKEN WITH THE COURAGE TO BE FRENCH FRIES

This work for BK Chicken Fries was originally created for the introduction of the product in Spain, but when our BURGER KING client here in the US saw the ads, they sent us out to produce these English-speaking versions as well.

Though the ads ran on US television for just a short time, postings on YouTube have received well over a million views collectively (and counting).

I’m very proud of them. And they make my little daughters laugh, too. Even (and perhaps, especially) in Spanish.

BK Chicken Fries / Spain

/ BK Chicken Fries / Spain

WELCOME TO TEATRO DEL POLLO

How do you introduce a product like BK Chicken Fries to the people of Spain? How do you even explain a product like BK Chicken Fries to Spain? Well, we started by discussing the role of social class distinctions in that country, and how we might relate those distinctions to a chicken and a potato. Seriously.

The integrated product launch included the television spots above, plus radio, out-of-home, and a microsite – teatrodelpollo.com (chickflix.com in the US).

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Visit site.

In a market with a traditionally less-than-friendly view of fast food marketing, the campaign was a huge success for BK Spain, and it was extended with additional creative and media the following year.

Besides shortlisting at both the Cannes International Advertising Festival and the London International Awards, the television work won Bronze at the El Sol Awards in Spain. Not bad, considering neither I, nor my creative partner at the time, Anja Duering, speak any Spanish. Special thanks to our friend and former CP+B colleague, Mauricio Alarcon, who speaks it extremely well.