Not just a pair of pants, confidence you step into. Always sharp. Always ready. Always on. We teamed up with agency partner FCB to launch our Smart 360 Flex khakis—and new brand platform—Dockers. Always On.
Graphic design and product videos were produced in-house, props to director, Mike Young, and photographer, Matthew Comer.
The EFM x Dockers® collaboration is a capsule collection born out of innovation, performance, luxury and style.
At once familiar yet inventive, this carefully conceived collection blurs the lines of modern comfort, performance and classic menswear.
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.
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.)
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.
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.
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.