Franklin Templeton sought a new global campaign to reposition their brand in the hearts and minds of investors and advisors. With the investment world undergoing so much change, the firm needed to make a bold statement in order to re-contextualize what achievement means today. Working closely with Franklin Templeton, we created a new philosophy born of the spirit that been part of the brand’s DNA since day one.
“Reach for Better” became their new rallying cry to inspire employees, investors, and advisors to rise above average and never settle for anything less. Because better outcomes come to those with the ambition to seek them, in life as well as in investing.
We rolled out Franklin Templeton’s new brand campaign around the world via TV, print, digital, and sponsorships. “Reach for Better” immediately energized the firm’s workforce and partners thanks to a shared philosophy focused on always striving for better.
With a child dying around the world every 35 seconds die to the lack of any affordable pneumococcal vaccine, Doctors Without Borders wanted to convince Pfizer and GSK to lower their prices, especially in low and middle-income countries. Unfortunately, the two manufacturers were hiding behind opaque pricing structures and refused to join the conversation.
We created the Internet’s First Redacted Tweets to spotlight Big Pharma’s lack of transparency by hiding critical information ourselves. With a simple ASCII code and #AskPharma, we created an online meme that people around the world could use to take @Pfizer and @GSK to task over vaccine prices.
-Reached more than 70M people
-Forced Pfizer and GSK to issue official responses
-Convinced 60 countries to adopt a resolution at the 2015 World Health Assembly in Geneva calling for more affordable vaccines
2016 IAC Best of Show Social Media Campaign
2016 IAC Best Non-profit Social Media Campaign
Not all ink is created equal. Only HP ink technology enables people to reinvent meaningful things in their lives. And to prove it, we staged a series of memorable ink cartridge challenges that pit Original HP Ink against refill ink alternatives. Each visually arresting demo was followed by an explanation of the science behind OHPI’s superior performance and the benefits it provides. Just as these features were designed with consumers in mind, the content was distributed on their platforms of choice: snackable versions on Vine and longer form via YouTube.
Turning IMDB into Spider-Man’s Playground
To promote Visa Signature’s +1 Movie Fridays on Fandango offer, we let movie fans become Spider-Man’s +1 on IMDB.
After making a dynamic entrance, the wall crawler lowers himself upside down onto the website, inviting you to come along for a ride by clicking a button. Upon clicking, Spider-Man shoots a web at you, essentially “sticking” you to him as he launches into a web-swinging adventure into the screen.
Suddenly, IMDB transforms into a series of 3D structures with all the verticality of New York City skyscrapers. Spidey then leaps and swings his way through re-imagined avenues on a thrilling adventure that puts you right over his shoulder.
After banking a few sharp turns mid-air, Spidey leaves you on a rooftop with a majestic view of the city – and a billboard featuring the latest trailer to The Amazing Spider-Man 2.
Thanks to our favorite webhead, Visa enjoyed amazing results with a click-through rate 3.5 times greater than most custom units. Equally impressive, over 2 million users enjoyed the experience in its entirety and sat through the film’s trailer.
2014 Bronze Sports Clio Winner.
Visa’s #MyFootballFantasy campaign gave fans the chance to live out their ultimate football fantasies. If they could dream it up, they could live it out.
To enter the contest, fans could tweet or instagram their fantasies using our hashtag, or submit them on our site.
The campaign utilized multiple channels to inspire and celebrate football fantasies. On TV, a fan taught Julio Jones a new touchdown dance, Jim Harbaugh coached a peewee team, and Drew Brees threw rockets into the end zone.
In digital, we let fans play a unique game of catch with Drew Brees that spanned multiple screens. And on mobile, fans could generate football fantasies just by shaking their devices.
Once we began fulfilling fantasies, our original inspired even more fans. As a result, Visa enjoyed their most successful NFL promotion in 25 years.
Raise awareness and demonstrate relevance of The Economist among students and academics in North America.
The set up:
In an era of real-time news coverage, there’s no shortage of ways for college students to stay informed.
But can a few minutes on Reddit, Twitter, or Buzzfeed really provide in-depth analysis of the world today? Of course not. There’s only so much to be gleaned from a hodgepodge of headlines, sound bites, and hashtags.
If you’re looking for an intellectual edge, you’re not going to find it by visiting the same shallow news sites everyone else does. Standing out requires a better arsenal of information. To better arm for you for the classroom – and the future. Only then can you arrive at a genuine understanding of the issues at hand.
But are you ready to look beyond the surface of a story? Do you Dare 2 Go Deep with The Economist?
Weapons of Mass Disruption.
Acclaimed writer/performer J.B. Smoove as the voice of The Economist — on a mission to drop some knowledge...
Pseudo-intellectual self-help author Charles Meltair, played by writer/performer Gavin McInnes, spreading faux news and disinformation among students…
And comedian Sara Schaefer, from MTV's "Nikki & Sara LIVE", who took our message to the streets, interviewing college students about the credibility of their news sources and introduced them to The Economist.
Our "Weapons of Mass Disruption" posted Tweets and Vines to promote the campaign and link to exclusive content on Dare2GoDeep.com.
During our two-day campus takeover, we challenged college students to play “Truth or Dare... 2 Go Deep” for the chance to win memorable branded swag.
J.B. would present a news story and students had to guess whether it was true or not. The right answer got them swag, the wrong one forced them to perform one of our dares.
Classroom smart boards, chalkboards, sidewalks & walls across campus had teaser messaging on them.
We also Vined and tweeted videos using the provocative hashtag #iGoDeep to help spread the word.
How do you welcome a partner like Twitter into The Membership Effect of American Express?
You create a stage like no other. You pack the house with digerati at the year’s biggest tech conference. You hand the mic to an iconic musical talent with massive social reach. Then you turn up the volume and welcome everyone.
This March, all eyes were on Austin, where the Amex Sync Show successfully remixed music, technology, and commerce in historic fashion.
• Over 4.5 million views
• 40,000+ Amex Card Syncs
• 3 unique top 10 trending hashtags
• 4,000+ poster downloads
• 250+ new subscribers to the Amex channel on YouTube
For additional real-time stats on the campaign:
What was the Amex Sync Show?
An interactive, 90-minute experience broadcast live from Austin during SXSW, live on YouTube, on the Vevo mobile and tablet platform, and now on-demand until March 19th on Xbox Live and the American Express Twitter account and YouTube channel.
The event was free to attend in Austin for American Express cardholders, and fans who couldn’t attend in person and wanted to interact were invited to tweet song requests to JAY Z using the hashtag #JayZSyncShow.
What innovation shared the stage with JAY Z?
Sync with Twitter turns Tweets into savings for people who sync their Amex Cards with their Twitter accounts. It’s as easy as using any of the custom hashtags released by Amex and its partners. (#AmexBestBuy, #AmexWholeFoods, #AmexTicketmaster, etc.) Tweet using one of the hashtags and the offer is automatically loaded to your Card.
How did we activate the promotion?
Trailer/Pre-Roll, OLA, social channels, gogo free in-flight wifi sponsorship, in-app placements, video projection billboard on 6th Street in Austin
BRONZE: Product Launch
Amex Sync Show Featuring Jay-Z
BRONZE: Cross-Media Integration Campaign
IAB Mixx Awards 2012
Amex Sync Show Featuring Jay-Z
BRONZE: Direct Response and Lead Generation Campaign
IAB MIXX awards
Amex Sync Show Featuring Jay-Z
BRONZE: Digital Integration Campaign
IAB MIXX Awards
Amex Sync Show Featuring Jay-Z
With Small Business Saturday, American Express established an annual event to help support small business owners. But what about the rest of the year?
Enter Shop Small, a campaign urging everyone to support their local businesses on a regular basis. Just one problem – many people remain unaware of the stores and merchants in their own backyards. And you can’t exactly shop somewhere if you don’t know it’s there.
So this year’s Shop Small effort faced a tall order: spread the word AND educate people on their local small businesses.
American Express leveraged the exciting new iAd environment to create an experience that appealed to the casual gamer in us all.
The Shop Small iAd invited New Yorkers to put their local knowledge to the test. The experience featured a trio of touchscreen mini-games starring actual small businesses located in and around the NYC area. In between each gaming challenge, users were served up a powerful fact about small businesses.
The goal of the experience: edu-tain New Yorkers in order to raise awareness.
The Shop Small iAd proved to be an engaging experience that used casual games to shine a light on local small businesses.
Chili's was lame. Most people thought of them as standing for... um... er... exactly. Outside of the huge neon pepper, the chain was only known for ho-hum safe Mexican-inspired fare, and a pretty decent margarita. We placed our bets on their signature cocktail. We created a mindset that drove sales and sparked a modern-day renaissance for their bar.
Go to your Margarita Place. It's more than a place where you sip your favorite drink. It’s state of mind, a reset button on the hohum. Your Margarita Place is your happy place. The escape from the routine. Where you go to feel relaxed and re-energized with friends and family. Where you go when you crave the buzz of music, laughter and sizzling fajitas. It’s whatever makes you happy. Whenever you want it.
Go to your Margarita Place. Go to Chili’s.
Using online and in-store advertising, we created a twit-pic contest centered on Chili’s three newest margaritas. Posing with one could land you in sunny Mexico. The promotion generated tons of photo submissions for Chili’s, which we later featured in the advertising. Real fans. Real pics. It was a recipe for bigger bar sales.
Our Facebook tab let people see everyone who posed with one of Chili's new margaritas, allowed people who didn't use twitter to upload photos, and invited both contestants and friends to join the conversation about Chili's newest margaritas.
Finally, we leveraged the twitpics generated by the photo contest to create authentic endorsements for the bar scene at Chili's.
The Samsung Galaxy S came equipped with one of the fastest processors and brightest screens around. This combination of sheer horsepower and sex appeal led to a two-tiered campaign. First, we used influential celebrities who were clearly not iPhone types. Stars who are never one thing, but masters of many trades. Each ad allowed people to test-drive a suite of apps cherry-picked by the featured celebrity. This approach targeted casual phone users.
Meanwhile, to showcase what the phone could do, we used technology to light the lower east side, create a star show like no other, and even put a concert on the moon.
In 2011, American Express chose to forgo the sure thing in tennis. Instead of supporting today's superstars at the US Open, Amex would shine a light on the next generation. And to support the future of the sport, we chose to use the most of-the-now social media platform around.
Twitter let us empower tennis fans throughout the tournament. Their real-time words of support and encouragement would become charitable donations to Fresh Courts, a charity that brings tennis to areas that lack proper facilities. The Twitter rally became the driving force of our Next Contenders site, effectively changing the game.
For their Woody campaign, TGI Friday’s created a fictional character with a very real mission. If their self-proclaimed #1 fan could get 500,000 fans on Facebook in 30 days, they would all get a free burger. So began an irreverent social media campaign that included TV, web videos, banners, emails, Facebook, twitter and real-world appearances. The result was something that made people stop, stare, and click through, not to mention laugh out loud. After all, when was the last time you saw a guy covered in burgers, begging you to deburger him? (That got Woody banned from MSN, btw.)
To drum up excitement for the Duran Duran Unstaged concert, we created original content that gave fans something different. For starters, we ditched the typical interview format and chose to do a tweet-and-greet unlike anything before.
Since the concert would be directed by master surrealist David Lynch, the tweet-and-greet was executed in the backwards talk style made famous by Twin Peaks.
In addition to the tweet-and-greet, we had members of the band share their latest dreams and give us a breakdown and analysis. It's trippy. It's whimsical. It's Lynchian.
A separate set of videos focused on a series of the band's firsts. Everything from first band to first kiss and plenty in between, the clips shed light on aspects of Duran Duran that both casual and diehard fans could appreciate.
Got a great movie idea? Pitch it in a minute of less online, and your idea could be made into a short film by a Tribeca Film director.
That’s the general premise behind My Movie Pitch, a joint promotion between American Express and Tribeca Film.
But wait, there’s more! See, last year’s initiative garnered several thousand submissions….just not the highest caliber stuff. So the clients tasked us with making My Movie Pitch more accessible while also providing some valuable tips that could potentially up the quality of submissions.
The result is a site that focuses heavily on inspiration. We created a series of fun video tutorials on the basics of filmmaking. Wait for it….wait for it….here comes the clever…each lesson of our :60 Film School would be a minute or less to fall in line with the rules of the user-generated promotion. Our instructors were Tribeca Film directors – everyone from Ed Burns and Zach Braff to Dax Shepard and Tom Arnold.
People could watch and learn the fundamentals of filmmaking from the pros. As for generating ideas for movies, we developed the Inspiration Generator. Push a button and we’d instantly throw together a random hero, setting, and plot for you. It was a fun and buzzy way to give people a jumping off point.
6 webisode miniseries featuring the STARBURST FaveREDs.
Think Spinal Tap meets Starburst.
Mad juicy drama.
The Art of the Dispute was an original broadband program created by American Express to support their sponsorship of the US Open Tennis Championship. The objective was to provide fun, engaging content to tennis fans, and ultimately generate awareness of Dispute Resolution, one of the many benefits of carrying an American Express Card. The idea was to bring content and media together in a fresh new way, by creating programming that enhanced the US OPEN experience – both online and on-site at the US Open. To put the viewer in control, the show was developed to be viewed On-Demand, on the US OPEN web site and on portable media devices that were distributed to Cardmembers at the stadium. As a finishing touch, the video was also interactive. In true YouTube style, viewers were asked to rate the show. Depending on the rating, McEnroe returned to the screen for an unexpected surprise: a unique video reply, specific to the rating you chose.