Work

Upwork
As a global network of freelance talent, Upwork needed to overcome their target’s gig-economy skepticism, and inspire them to make their first hire on the platform. Since this was their brand’s first significant foray into advertising, they knew they had to go big to get noticed.

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.

CliffNotes version of this case study to your left.

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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.

Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player. Poised to continue the brand’s successful awareness-building, watch for the commercials all up and down your TV dial and across the digital universe.

Our director of purpose practice, MJ Deery, has a byline in the latest Advertising Age urging brands to move beyond token diversity to richer, more meaningful “normalization.” If you missed it, you can find a tidy summation here. Smart and important stuff. You’d be wise to check it out.

Tobacco flavors that seem fun and vaping devices that look like tech gadgets have led teens, and even parents, to underestimate the damage of nicotine. Most people know it’s addictive. But addiction is only the beginning. Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.