Thursday, March 29, 2007

What Have I Done? would perhaps best be described as "the little ball shaving site that could." Philips had a small advertising budget to launch a new male grooming product. I served as the creative director and lead copywriter on a minisite that needed to be unforgettable - something people would be unable to keep to themselves. Here's a sample below.

After a few weeks, traffic was in the millions and the Philips Bodygroom sold out on Amazon. The microsite has won a Gold Cannes Cyber Lion, One Show Gold Pencil, Gold Clio, AdAge Digital Campaign of the Year, Adweek Best Use of Viral for 2006, FWA Site of the Year, and other big honors that will hopefully impress you. It's been written about in the Wall Street Journal, The New York Times, USA Today, and featured on CNBC, which you can watch here. (Don't miss the closing comments.)

To launch their first yogurt smoothie for men, Dannon needed an overtly masculine idea that would grab the target, keep them coming back, and not make them feel "advertised to." A video game called
Frusion Breakfast Brawl
got the job done. Blogs overflowed with buzz, including tips on how to beat the reigning champ, "Papi" C. DeBagel.

ING was entering the U.S. as an unknown. First off, they needed their name pronounced correctly. Secondly, they had to be seen as fresh thinkers. That meant their advertising campaigns would have to constantly push the limits of what was possible online, without being intrusive or irritating. For example, in one page takeover we purchased words that ended in "ing" and briefly turned them orange. The point was then explained in an accompanying ad. See other ING ads here.

Since tickets couldn't be purchased online, New York Lottery Web advertising was designed to spread the word about specific games and get people to have fun with the brand. The Moo-La-Millions viral piece allowed you to directly query a cow who'd struck gold, while the Holiday Wish/Do Not Wish List was a way to alert friends and family as to what extravagant gifts you wanted - and what crappy ones you really didn't.

The Ad Council needed powerful interactive messaging to reinforce people's accountability for their friends who drive drunk. Two pulldown ads gave people a jolt by not necessarily "agreeing" with their selections. For the third ad, we calculated the miniscule cab fares it would have cost to avert drunk driving tragedies. You can see the ads here, here, and here. Each was awarded a Gold Cannes Cyber Lion.

Philips was launching a new "zero-interference" baby monitor in the U.S. and looking to reach first-time moms in a disarming way. We created a bedtime storybook called "Peace of Mind For Mommy" that delicately walked them through the product's emotional benefits.

A company called Marketocracy was having a competition in which any ordinary investor could become a big time fund manager. To help people picture themselves as Wall Street hotshots, we created a mobile ad with a reflective screen to accompany the inspirational messaging, "Who's the best investor of them all?" This ad won a One Show Bronze Pencil for Wireless Advertising.

Kraft was looking to do something flashy and viral with their Cheez Whiz brand. We created a character named Cheezy Guy, played by affordable online character actor, Brook Lundy. Cheezy Guy thrived on taking dares involving his favorite dipping sauce. Site visitors would vote on what he should do, such as trying to FedEx a plate of nachos and Cheez Whiz, and come back to watch.