Digital, 360 and non-traditional media
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Nexcare Bandage
Nexcare Bandages from 3M were being significantly outspent by Johnson & Johnson Band-Aid, and basically own the category. With a limited budget, but a superior product, Nexcare needed to not only create a spectacular demo, but one that would break through. Enter Nexcare Nana, a dauntless product tester who agreed to help us put Nexcare through its paces. Nana gained a following on Facebook, where fans could she what she was up to, get advice, enter sweepstakes and interact with our heroine. Check out the breadth of the campaign at https://www.facebook.com/Nexcare
Helps New Yorkers find their nearest recycling center or trash bin, by giving the empty bottle a flick.
NYC Recycling/Let's Talk Trash
The mayor's office approached us to create a campaign to encourage NY'ers to recycle. But instead of explaining how to recycle, we leveraged the insight that NY is actually 11th in the nation at recycling. By using that simple stat, we tapped into NY'ers innate sense of superiority, inciting their competitiveness. Using iconic NY imagery and and language, we talked to NY'ers like NY'ers, and used channels uniquely NY--taxi tops, bus shelters and street signs as well as online banners and fun recycling apps. With the mayor's tenure ending, this campaign literally ran out of time.
Theraflu/What Powers You?
What Powers You is a digital video series created to not just engage and inspire consumers, but to keep Theraflu relevant year round. These mini-documentaries feature real people who's inner drive and determination lets nothing stand in the way of their passion. Especially not a cold or the flu. Check out some of other stories in this campaign at theraflu.com/power-living/what-powers-you/
3M Futuro Stockings
Let's face it, compression stockings are pretty low-interest. But few people realize just how crucial they can be to good health, especially when flying. We created this series of ads to appear on airport billboards, in-flight magazines and on airport websites, reminding people to pick up their stockings before getting on their flights.
The Chocolate Bar Loyalty card
Let's face it, cavities are the elephant in the room when it comes to chocolate. But, when chocolate is this good, who cares? We created a loyalty card for a local chocolatier, that would both amuse customers while encouraging them to come back for more. This piece garnered a lot of attention in the press, as well as industry accolades.
AdvilPM
One of a series of 10 online videos, where consumers could go to be educated, in a non-scientific setting, about the relationship between pain and the inability to sleep. They could learn about different OTC sleep medications, as well as natural alternatives. These are about to go live on a dedicated website. Stay tuned for the link to see all 10.
To marry past and present at the parks, they would partner with the What Was There app. Visitors could view at the scene in real time, while an historic image played behind, bring the visitor ever closer to the history and meaning of the site.
National Parks Service
The National Parks Service will be turning 100 in 2016. Our pitch brief was to not only celebrate the centennial, but make the parks relevant again for Millennials as well as a wider ethnic demographic. Instead of urging them to put down their devices and phones, we encouraged their use, using various channels to complement and enrich the in-park experience. This speculative campaign helped win the business.
In-agency teaser
GREY has a series of seminars, moderated by employees, called 'Ads We Hate (Because we didn't do them)'. My partner and I hosted a segment on emotional advertising. This was the teaser for the event, which ran throughout the agency for a week. On the day of the event, every employee came into work to find a pack of tissues with the invitation specifics on their desk.