Digital
So, you want to make a viral video?
Why not? It’s cheap. Easy. You can put it on YouTube and not have to pay for any media. Wishful thinking. The fact is, you don’t determine what becomes viral. The consumer does. Creators, marketers, even YouTube itself are often surprised at what goes viral and what doesn’t. There’s no real formula or blueprint, and [...]
// read moreInformation delivery is the new advertising
There are times in advertising when the hard sell just isn’t appropriate. And that’s the situation we found ourselves in with our work for Joint Advertising Market Research & Studies (JAMRS), a division of the Department of Defense. Our mission is simply to get parents talking about military service with their kids. It’s an intensely [...]
// read moreGrain Foods Foundation: Making bread into art
Challenge: Teach Moms about bread’s nutrition while supporting people in need Solution: Turn consumer-generated art into meals for hungry families How do you get Moms to engage with a message about the nutritional value of sliced bread? The fact is, we all love to eat it, but we may not necessarily want to read about [...]
// read moreBoston Bruins: Changing the rules of hockey and how to advertise it
Challenge: Inspire fans to get excited about the team and feel part of the community Solution: Don’t sell the Bruins, show that the Bruins understand the passion of their fans True, it’s not the hardest thing in the world to sell a sports team to the fans who already love it. But to do so [...]
// read moreSunTrust: Banks Have Left Us on Shaky Ground; Time for a Change
Challenge: Establish SunTrust as a trusted partner in this day and age when no one trusts financial institutions. Solution: Stand for something that consumers can genuinely believe in. Live solid. After the meltdown, that’s what people everywhere were looking for. A way to be solid, live solid, do business with a bank that was solid. [...]
// read moreLa Quinta: If You Have to Wake Up, at Least Wake Up on the Bright Side
Challenge: Refresh La Quinta’s brand positioning to differentiate it from a sea of look-alike competitors. Solution: By being an antidote to negativity and stress, La Quinta can build an emotional bond with travelers. Let’s face it: Travel has become pretty stressful these days. Especially for business travelers, who shuffle around the country praying for upgrades [...]
// read moreStanley: Smashing through dull product demos
Challenge: Advertise the Stanley Fubar FatMax Extreme Demolition Tool. Solution: Inject the Internet with testosterone. Before construction workers can raise the skyscrapers and condo complexes of tomorrow, they need to get today’s rubble out of the way. So you’d imagine that the Stanley Fubar wouldn’t need much advertising to sell like heavy, steel hotcakes. Still, [...]
// read moreNational Grid: Turning a utility in a movement
Challenge: Establish National Grid as part of the solution to global warming Solution: Start a movement called the Power of Action that inspires customers to save energy Utilities are among the lowest-interest categories in advertising. The work is often boring, feel-good imagery. But for National Grid, Mullen transcended the category by creating a campaign that [...]
// read moreWhen it all works together, it’s a piece of art.
On May 5, Diane Sawyer featured our client Grain Foods Foundation on Good Morning America, calling attention to the foundation’s efforts to donate food and money to Feeding America. More than 2.4 million people tuned into the show and another 2.5 million visited GMA’s website that day. Think you can generate that kind of PR [...]
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