"Moments" Brand Campaign
Each new day brings with it the opportunity to produce a new and defining moment. We’re talking a game-changing “yes” moment.
Yes, you got her number…in only 3 tries.
Yes, you somehow pulled off textbook medium rare on that tri-tip.
Yes, you got the job.
Yes, your son’s first words were “dada.”
And yes, she said “yes” she’ll be yours. As in forever.
Our pants were made for these moments, with 4 essential styles for any occasion. Designed expressly for your comfort so you’re always at your best. Always appropriate with the effortless confidence of timeless style. Always making you look good because that’s pretty much what we do. We are your wingman for life. And as such, we not only have your back, we are very pleased to report that we also have your pants.
Created and developed in-house, the multi-channel campaign launched August 2016 with global print, video, OOH, digital and social.
Dockers 30th Anniversary Collection
No other brand can lay claim to the color khaki than Dockers. So to mark our 30th anniversary, we launched a head-to-toe capsule collection designed exclusively in our namesake tone. The collection was launched at the 2016 CFDA opening party (and worn by Tyson Beckford) and sold in select retailers in Europe, Canada and the US.
A khaki tuxedo? You bet.
A look book of seasonal imagery featuring casual, comfortable essentials for the girl-next-door.
Making Fatherhood look good.
This past Father’s Day, we gave a shout out to all the dads who make this Fatherhood thing look good. With a little help from Taye Diggs, of course.
Once again, we teamed up with agency partner Red Tettemer OConnell & Partners (we call them RTO+P) to deliver 1m+ views across social, digital and earned media channels in celebration of Dads everywhere.
Dockers Spring/Summer 2016
For Spring/Summer 2016, we packed light and followed the sun from the shores of Catalina Island to the high desert of Palm Springs to capture the color, texture and mood of a quintessential California summer.
The multi-channel campaign launched February 2016 with global print, video, look book, catalogue, social and retail on-floor graphics.
What's in Hunter's Dugout Pants?
Dockers Dugout Pants aren’t your average khaki. In fact, they’ve got more team spirit in their waistband alone than most pants have in both legs and all four pockets combined. They’re comfortable, classy, fun, and filled with surprising details that even the most die hard fan – or player – will appreciate. Enter Hunter Pence. The man. The myth. The quirky, scooter-riding, sign-inspiring, renaissance right fielder who’s always got something important to say. And now, outfitted in Dockers new orange Dugout Pants, he’s got everyone asking the same question. Join us as we get to the bottom, err, unzip the inside scoop of everything going on inside Hunter’s new Dugout Pants.
Our campaign reached fans across multiple channels and activations, from social to digital, retail and experiential. We even had Giants mascot, Lou Seal, wear a custom pair during #OrangeFriday...(he asked us not to disclose his waist size.)
Dockers Holiday 2015
With a dance card full of holiday parties, our guy needed wardrobe options that didn’t just look good, but kept him comfortable beyond last call of the night. Our 2015 Holiday campaign celebrated the spontaneous moments—and hijinks—in national print (People, Esquire, Sports Illustrated), video and social media. Photographer by the talented Brian Khulmann.
Dockers Fall/Winter 2015
When the design team took their inspiration from the open road and the railroads that united the East with the West, we jumped on board to create a cohesive seasonal story—from editor's look book to on-floor presentation to our advertising campaign.
Together, we can #stopdadpants
We partnered with the oh-so-talented Red Tettemer O'Connell + Partners and legendary coaches Jim Harbaugh and Jon Gruden to create a Father's Day campaign with one mission: to rid the world of ill-fitting pants (aka "Dad Pants").
In just 3 days, the campaign logged more than 1,000,000 YouTube views, trended on Facebook and Twitter and created more than 700+ million impressions.
Pleats be damned!
Classic menswear with a modern sensibility.
Dockers® Battery Street Collection is a project of passion. A passion for refinement. A passion for details. A passion for modern interpretations on classic menswear. The Battery Street Collection holds the door for strangers, and looks good doing it. A hand-selected, head-to-toe assortment specifically tailored to be confident but never cocky.
The Collection was launched in the US in Fall 2015 via a video series, look books, digital and retail support.
Dockers Spring/Summer 2015
We dropped the top on the convertible and hit the road from LA to Palm Springs in search of rich hues, desert texture and of course, some roadtrippin' adventure.
Meet the only four pants you'll ever need
Four pants for everything. For weekend barbecues. For first dates. Big meetings. Running to the grocery store at 3am for pistachios. You name it, Dockers has it covered with one of four intuitive looks. From casual and broken-in, to pressed and ready for the red carpet, there’s something for every occasion. Shop the spectrum and keep your closet ready for battle. Because you’ve got people to see. Clients to impress. Foosball championships to secure. Four looks from Dockers. For everything life throws your way.
Boaster. Your smacktalk sidekick.
Wiped the court with a friend at tennis? Showed up your sister at shuffleboard? Wrestled a mate's knuckles to the mat? Don't let your hard-fought victories go unrecognized, let Boaster create some fun, fightin’ words to share on Facebook.
Boaster is your smacktalk sidekick for tennis, squash, badminton, racquetball, table tennis, darts, snooker, shuffleboard and arm wrestling.
Plus, Boaster logs your games, players, scores, and the boast you chose for each
Next up: Boaster Jr, for parents to boast about all their kids.
The perfect combination of fun and creativity.
Fans of Reese’s are pretty passionate about their love for the brand, so to keep them happy all summer long we created Reese’s Summer of Love. A little less psychedelic than the original social revolution, our Facebook party maintains the flavor of the 60’s mashed up with today’s music and pop-culture happenings, fan photos, and giveaways.
If you dare.
What would it take to launch Australia's beloved—albeit unique—sandwich spread to the US market? It was beyond a challenge, it was a dare.
Life is full of Bella moments.
Our social analytics revealed that the brand was experiencing an identity problem, as their primary consumer was having a hard time relating to Giada De Laurentiis, the brand’s celebrity spokesperson, whose upscale lifestyle and gourmet cooking shows weren’t relevant to their way of life.
Furthermore, social conversations revealed that current campaign imagery of Italian landscapes, villas, and cultural traditions had little influence on purchase decisions.
E&J Gallo asked us to create a lifestyle campaign that was more in sync with today’s Bella Sera consumer. They were people who lived a modest life and enjoyed a glass of wine several times a week rather than just on special occasions. At roughly $10 a bottle for their popular Chardonnay, Bella Sera is the perfect wine for any evening.
Our campaign was designed around the simple, genuine, everyday moments that put a smile on your face and bring joy to your heart. Bella Sera celebrates those moments, because at the end of the day, they make you realize how beautiful life truly is.
Changing the perception of mental illness.
Bring Change 2 Mind is a non-profit foundation started by Glenn Close with one mission—to end the stigma and discrimination surrounding mental illness.
To raise funds for BC2M, we partnered with eBay Causes to auction off the formidable wardrobe of her Damages character, Patty Hewes. The auction was promoted via Facebook, Twitter (using #DressLikePatty) and through the brand's owned and partner channels.
In addition, during Mental Health Awareness Month 2013, we launched its second anti-stigma campaign called "Schizo", with a PSA and social media campaign designed to confront society's misconceptions about schizophrenia.
We tapped into our community to help fund the production costs, and rewarded them with an exclusive preview of the spot, and used behind-the-scenes videos to create awareness and anticipation.
This is no ordinary doctor visit.
Simple answers and easy actions for diabetes management are presented by our doctor host (he's a real diabetes specialist) through a series of unique animated videos. Plus, personalized progress and tracking helps users stay engaged with their diabetes management.
Best kept secret.
Although Edna Valley Vineyard has been around for nearly four decades, few people outside of California have ever heard of the brand. Social conversations told us that most California wineries are thought of as 'destinations', with spas, celebrity chefs and tours being hot topics. And, most importantly, our target liked to 'discover' new wines.
So we developed a campaign based on the premise that the folks in Edna Valley have intentionally kept their premium, great-tasting chardonnay a closely guarded secret from the rest of the country. After all, they didn’t want word to spread or their ‘golden child’ might be in short supply. But over time it was inevitable that the secret would get out, and people everywhere would discover the award-winning wines from Edna Valley Vineyard.
It was the least we could do.
Posters were placed on the back of bathroom stalls in clubs and restaurants around the country. Now that's a captive audience.
Asthma vs. cats, wool, flowers and sofas.
Living with asthma meant living with compromise—until now.
Who knows better than food just how damaging being cooked without PAM non-stick cooking spray can be? The campaign characters—Senor Francisco, partial enchilada; Bobby Flayed omelette; Old Man Muffin—also took their complaints to Twitter and Facebook.
Share the love.
Reese’s are the perfect combination of chocolate and peanut butter. Equally tasty has been the creative collaboration with writer Walt Whitman. It’s non-stop fun, has just the right amount of attitude, and the client is absolutely fabulous to work with.
An internal proof-reader promotion.
After several embarrassing client-facing typos, the agency finally employed Leigh-the-proofreader. And because she's billable, she needed a promotional campaign to launch her services across the agency network.
The campaign has kept Leigh so busy she can hardly see straight. Uh-oh.
Updating a brand can be life, changing.
We repositioned—and relaunched—the brand from the inside out. We created a new corporate identity, tagline, website, marketing materials, and used the passion and commitment of the employees to herald the change to our internal and external audiences via a 10-part digital content series.
Admit it. There are days when you’d rather have a piece chocolate than just about anything in the world. Yes, including that. Well if your name is Hershey’s, what better way to stimulate your social community than creating some original truisms about life infused with a delicious chocolate twist?
We’re in the midst of creating twenty-five original “chocolatisms” that will be commissioned to artists around the world. Then they’ll be posted on Hershey’s Facebook and Pinterest pages for Hershey's five million fans to see. Hopefully it will encourage them to write their own chocolatisms and tag it #HersheysChocolatisms to win a prize.
Here's a small taste of things to come.
Art director & copywriter. Bert & Ernie. Pump & meter-remote. Two heads really are better than one. Our integrated campaign told the story of our new—and differentiating—wireless technology that allowed our devices to talk to each other.
And we scooped up a silver and several bronze Rx awards, to boot.
There are no rules when you're fighting for your life.
Fight now or forever rest in peace. Because there's 22 of them. And only one of you. With 36 levels to kick through, there are no rules when you're fighting for your life.
From female vibrators to Caribbean vacation rentals to drinks night with the AdClub NY—here's a smattering of identity design and brand development.