In 2017 we launched a new brand platform for Windex with a story about a girl, her father, and their connections through glass.
So far, the reactions have been very positive:
When we started working on Windex, there was a mandatory request: Build a campaign that incorporates their longstanding brand asset, the windex birds.
Except, aren't windows a problem for birds? They're flying along minding their own business and… BAM! So why would birds promote Windex, which makes glass too clear and hard to see?
Well, we decided they wouldn't.
← Which led to this.
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Somehow this campaign won 14 Addys, 2 Webbys (including a People's Voice Award) and was an Effie finalist.
No one seemed to notice that we were trying NOT to sell Windex.
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Call 1-855-2-SMEARR to order your very own bottle of Schmindex.
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The birds also created their own propaganda website: SayNoToClearGlass.com
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The site featured everything from downloadable ringtones, to smudged desktop wallpapers, to a virtual smudge stick bookmarklet tool.
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Virtual Smudge Stick allows you to smudge any website!
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The birds even created their own Facebook account with the express purpose of trolling Windex's Facebook page.
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Although the birds had absolutely no money to promote their Facebook activities, they regularly floated to the top of Windex's comment feeds after consistently receiving the most organic likes.
RAID Entomologists know so much about bugs, they can even manipulate them into spelling out their own demise.
The Raid Entomology Lab videos sparked an online debate about the ethics of killing bugs. I guess a few people out there didn't realize that's what RAID is for.
These videos also led to a watershed moment at SC Johnson as they were passed around internally and incited a hunger for better work across several of their brands.
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They also won a Silver Epica award and 9 Addys.
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This year, we took the format to broadcast TV for a competitive claim that RAID was eager to promote. Instead of executing the usual side-by-side test, we went all gladiator on some roaches.
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And we created a hydraulic powered roach killing machine to spell out "7" times faster in dead roaches.
Bugs are the worst roommates of all time.
This work significantly evolved the RAID "Peglers" — cartoon bugs the brand has been using for over 50 years.
The campaign was also awarded a trio of Addys.
The Seattle International Film Festival is a 3-week blitz of 600 films from over 70 countries. For the 2012 season we did our best to capture all of that cinematic diversity in a kaleidoscopic poster and a Busby Berkeley-style theatrical trailer.
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This work for SIFF took home a couple of One Show pencils and five Addys. It was also featured in the 2012 Communication Arts Design Annual.
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The marquee poster was created out of SIFF film stills from years past. It was awarded gold both in the Graphis Poster Annual as well as the Graphis Design Annual.
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Banners, bus boards, etc, peppered Seattle leading up to the festival.
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We also created these bumpers of a different style but within the same SIFF-tacular theme. They played before and after every film at the 2012 festival.
You've probably never heard of Western Governors University. That’s because unlike other online universities, they don't advertise. WGU only spends students' tuition on providing a high quality education for working adults.
However, when WGU was endorsed by the state of Washington, it became the state’s only all-online, nonprofit university. That’s big news. So, we decided to make a big splash. We bought a huge billboard right in the middle of the state, where everyone could see it.
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For Washington residents that didn't happen to be driving by our billboard, we set up a live webcam, broadcasting live billboard action 24/7.
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Of course, there were a lot of other things that people should know about WGU Washington, such as the fact that it's fully accredited; it has a unique competency based model; and how it's received a lot of good press for providing an accessible education. So, we started adding things to the billboard. A starburst, a sash, an over-sized magazine reprint dangling from a pole…
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Our banner ads were so interactive that people had to literally turn their computer monitors sideways in order to read them.
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For Washington residents who weren't driving by our billboard anytime soon, who don't have the internet, but who do still read newspapers…we ran an ad about the billboard there too.
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The press coverage of this campaign was intense. We made the front page of the local Ephrata, WA newspaper.
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Later, we took the billboard on the road and visited a few real-life WGU Washington students. Because after all, not everyone has time to drive to the middle of the state to see the billboard.
(It's worth noting that by the time we reached this "second phase" of the campaign, WGU Washington had already met its annual enrollment goals five months ahead of schedule. So now we know…billboard advertising still works!)
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When the billboard campaign ran its course, new student enrollment had risen by 287%. That made the first advertising campaign in WGU Washington's history also the most successful advertising campaign in WGU Washington's history.
There's only two kinds of people.
Those who admit to playing with their Pringles, and liars.
For the 2012 Summer Olympics, we used the Galaxy S III's NFC sharing technology to stage a virtual passing of the torch.
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The Flame App – Digital Concept
The Flame app works simply.
1. Download an unlit torch
2. Find someone with the flame to light your torch using the Galaxy S III's NFC sharing technology
(by touching your phone to someone else's phone).
3. Light as many other's Galaxy S III torches as possible to rack up points for your city and earn a Closing Ceremonies Event sponsored by Samsung.
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Once the torch app was downloaded, you could light your torch by finding NFC enabled posters around your city.
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Your flame could then be passed to other Galaxy S III owners.
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Each passing of the flame would contribute towards a city's collective flame – featured in large digital OOH or building projections. The more the flame is passed, the bigger the collective flames become.
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The Flame app would feature a Flame locater so that you could find other people in your area to share the flame with…
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…and also a leader board, to see which city was sharing the flame the most and who the top flame passers were in your own city.
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At the conclusion of the Olympics, the city with the largest collective flame would play host to a Closing Ceremonies Event, sponsored by Samsung and featuring music, celebration and returning athletes.
1 out of 6 Chicagoans faces hunger every day. The Greater Chicago Food Depository is working to change that number to 1 in 7 … to 1 in 800 … until the day that No 1 goes hungry.
This campaign took GCFD's core belief and turned it into a tagline that speaks to a simple mission.
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Social Donation Plate
We also created the Social Donation Plate – a virtual donation plate that anyone can create, sign, pass to friends, and raise money for the fight against hunger.
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Thedonationplate.org launched with plates sponsored by various Chicago personalities and organizations from Rick Bayless to the Chicago Blackhawks.
I spent two years at Cramer-Krasselt and was lucky enough to work on the long-running Corona campaign as well as contributing to the beginnings of its current Find Your Beach evolution.
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A sequel to the Corona classic, Squirt.
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I also worked on a lot of out-of-home for Corona. These are some of my favorites.
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One night while watching baseball I spotted an outfield board that I had created for the Astro's ball park. Surreal.
Some things I designed, starting with a solar system poster for my 4-year-old's bedroom.
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A Porsche poster that I might have hung in my bedroom when I was a kid.
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An out-of-home campaign for an animatronic dinosaur exhibit at Brookfield Zoo.
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This was actually more than meets the eye. When Coke was named Cannes Creative Marketer of the Year, my partner and I were handed the "Congratulations from Leo Burnett" print ad brief.
Instead of figuring out how to photoshop a coke bottle into the paw of a Cannes Lion trophy, we circulated the Instagram hashtag #toCoke to Leo Burnett offices around the world.
In just one week, 40 offices shared over 300 photos – transforming a routine congratulations ad into a global social toast. I used the best images to wrap the iconic coke bottle shape for this ad that ran in the Cannes Lions Daily News.
When Coke execs at the festival searched #toCoke, they were greeted with hundreds of photos and personalized messages.
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A D.I.Y. mini billboard from WGU Washington
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For all of you preppers out there, this was a poster series promoting diaster preparedness in NYC, for the Ad Council.
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Logo exploration for an Alaska Airlines frequent flier program, exclusive to Alaska residents. The winning design is at the bottom.
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A print campaign for Harvard Business Review
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