PEOPLE

REMEMBER

STORIES

THEY DON'T REMEMBER ADS.

*SOME WORK IS FROM PAST CLIENTS IN PAST LIVES... OTHER WORK IS FROM CURRENT CLIENTS IN OUR CURRENT INCARNATION.

BROTHERHOOD

No matter where you are in the world, one thing is true... when you order Jack, you'll never drink alone

.  

Jack Daniels is the spirit that brings people together.  When you sit down at a bar and order a Jack, you're sure to get a nod from a like minded Jack drinker.  When it's time for celebration, Jack will be there.  In mourning, Jack will bring the boys together to remember the great times.  Jack is the glue that binds.  And as a portfolio of global brands, it represents brotherhood.  

*DONE WHILE AT ARNOLD WORLDWIDE

FASTEST TO THE FIGHT

Call of Duty, Modern Warfare 2 was the most anticipated game of the year.  And being the first to get your hands on it was a sense of pride for gamers.  We needed people to think of Walmart as the place to get it first.

 

Be the first to get knee deep in the shit.  

 

We played off the inherent male truth that guys will always try to one up their buddies.   In a series of ads and social extensions we created a competitive friendship wherein two guys hilariously talked shit to each other about being the first to get and play the game.    

I WANNA GO BACK AGAIN

Every restaurant talks about the good times and good food at a friendly place.  It's pretty categorical expected.  So, how does an 80 year old brand start to separate itself in a category filled with copycats?  

 

Well, you go back to move forward.  

 

We went back to our roots... to the Big Boy himself.  Our icon.  Our heritage.  The one thing that no one else can copy.  We made him our storyline and everything we do came from his mouth (literally).  

 

Connecting with the statue became key... and the food was the cherry on top.  We rekindled relationships, created new ones, laughed social stories and invited people to try new things... all 'round the statue.      

*DONE WHILE AT THE MARTIN AGENCY

THE FASTER YOU LIVE

THE MORE YOU LIVE

*DONE WHILE AT CHIAT/DAY

Nissan was launching the new 370Z... but in a world of Fast and Furious, Need for Speed and Gran Tourismo, how do you sell a car that you've seen before.  

 

We tapped into the hyperdrive mentality of tuners and wannabe tuners, getting them to rethink their car choice... making them need speed... realizing that the faster you live, the more you'll live.  

 

Partnering with Sports Illustrated Swimsuit models, Need for Speed gaming, and the LA Auto Show, we created branded experiences (and a global ad campaign) that provoked speed in us all.       

LIVE IN BETA

We believe in a constant state of improvement... of finding what is next... 
pushing ourselves to push each other.   To elevate, to uncover, to explore.  

 

Let Nike celebrate the champion.  Let Adidas leverage the creative class...
We will inspire and enable the innovators.  

Everything we do at New Balance is to innovate... from our shoe labs, our athletes, our partnerships, our media, our offices... we exist to seek what's next... We are 'Always in Beta'.  

*DONE WHILE AT ARNOLD WORLDWIDE

BREW TRUE

Across the world, breweries are popping up with their 'craft' creations everyday.  Blueberry Lager, Peach Pilsner, Hoppy Frog, whatever.  Great for some, but is it really beer?  Some may question.  

Detroit Beer Company is one of the oldest breweries in the midwest... and with that come some traditions.  Traditions that cannot be forgotten or skipped.  

We created the 'Stay True' campaign as a way to pay homage to what's come before us and to offer those who want to drink real beer, well real beer.  Not that fru-fru swill that the bandwagon breweries concoct.  

Everything we do, from our beer to our cans, to our restaurant to our ads to our partnerships... it all stays true.  

CARNIVEROUS

Late at night, you don't eat to fill your belly... you eat to fill a need...  a need that's deep within you... a need that yearns... one that cannot be filled with what you consume during the day... but rather one that must be filled with food of the night.  

 

Welcome to the Fourthmeal. 

We created an entire world where you could lose yourself in the night... where you could find your alter ego... where you could connect with other night eaters... one that was full of the need to feed, to be carnivorous.  

*DONE WHILE AT FCB WORLDWIDE

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