The campaign evoked moments that all parents remember; watching their children discover their favorite foods for the first time. This set in stark contrast with a glimpse into today, when their kids are taking their first delicious steps into nicotine addiction.
“Flavors Hook Kids” launched in TV, digital video, radio and OOH across all 14 markets in California, including Los Angeles, San Francisco, San Diego and Sacramento.
In our target audience, we saw a measurable jump in “strong agreement” that the tobacco industry targets youth as new customers. Shortly after the campaign wrapped up, several e-liquid companies ceased sales of their products, including those featured in our outdoor campaign.
To grab the attention of Fortune 500 managers, renowned for their own personal hustle, we appealed to their roll up your sleeves and get-sh*t-done attitude.
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We alluded to timely examples of unfinished business, and helpfully suggested that these situations could have used some Upwork talent.
Oh, and we established a distinctive and un-ignorable visual style, bringing a little color and levity to our target’s harried morning commute.
How’d it go? Upwork saw a 40% lift in registration and a sizeable uptick in brand awareness across all their major markets.
We set our sites on younger working women. Unlike an earlier generation of bakers, these women see ingredients as everything and are willing to pay extra for better.
Our “Made for Homemade” campaign began with a TV and online spot that tapped into that modern baker mindset.
Print advertising in food and lifestyle magazines drove readers to the site for more recipes.
We struck a partnership with the DIY-focused Cooking Channel and their celebrity chef — and millennial fave — Kelsey Nixon. Combining her down-to-earth expertise and implied endorsement into a comprehensive paid effort, our plan included a 360 integration with the channel across TV, print, digital, social and search.
In a series of fifteen-second videos, inspired by social media’s viral step-by-step recipe clips, Kelsey prepared original dishes to inspire our women to use Diamond.
By bringing together a well-liked, modern home cook with an intensely focused media plan, we were able to bring Diamond Nuts an 87 million impressions and cause brand results to pop dramatically: 49% increase in unaided awareness, 59% increase in ad awareness, 89% increase in message association and 23% increase in purchase intent.
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Taking on the current regime, class warfare, homophobia and sexism. Stirring the pot indeed.
Oregon recently legalized recreational marijuana usage, so what could be better than an “edibles” billboard with actual grab-able bags of chips? And what better time to refill it than 4:20pm?
An Eighties throwback jingle composed in-house.
Here’s some wild postings and a pretty cool bike.
Even the mild-mannered have something that drives them wild. And now that StubHub, the world’s leading secondary ticket marketplace, is not just a place to buy, but a place to discover, that wild thing is busting out all over. The new “Let Your Fan Out” campaign — which succeeds our beloved Ticket Oak work — is busting out all over TV, mobile and web, from Monday Night Football to page takeovers on ESPN. And don’t miss our updated logo and brand ID as well.
The maniacal little you is jumping out of banners and taking over pages and generally wreaking havoc in the digital realm, too, thanks to the even more fan-friendly StubHub.
After 15 years, it was time for a refresh of the logo, which goes from curvy talk-bubble to angular, from drop-shadow on the exclamation to none. Of course, the updated look and palette was carried throughout the brand identity system, bringing a certain style of photography as well, along with a certain stylish confidence to the brand.
Though the Ticket Oak, who starred in StubHub ads and social media for years, has gone off to Adweek’s Mascot Hall of Fame (for real), the big guy is not forgotten. So if you’re jonesin’ for an oakin’, here he is, one more time.
Funded by the California tobacco tax, this comprehensive, integrated campaign was the first major effort to address the health uncertainties of e-cigarettes, especially for young people.
With strategy and media planned and purchased by DC, the campaign sought out e-cig users, and the people who care about them, wherever they gather. That indicated a major TV buy, as well as a substantial presence at targeted outdoor locations, with both billboards and wild postings.
To better tie the call-to-action to the advertising’s overall look-and-feel, we also created a extensive landing page that offered dramatic images, engaging navigation and information about, among other things, the extremely dubious ingredients one might find in the average e-cigarette.
Borrowing from old cop shows and buddy flicks, the spots accentuate the positive in a market that had been relentlessly negative and depressing.
Not only did viewers rank the TV spots above those of market leaders Corona and Dos Equis, they gave them the third highest score for any alcohol-related ad that year. Which might be one good reason for a frothy 37% sales increase.
Beyond TV, the campaign extended the deadpan wisdom of the Hawaiian brothers into outdoor and social.