Boston Work
Olympus: For the complete picture, we now go to Twitter, Facebook and YouTube
Digital innovation is in Olympus’s DNA. So it’s no surprise they’ve enthusiastically embraced social media to engage with customers and fans, build community around their products, and inspire users to join them in the creation of content. Today, we’re working with Olympus to use social media as it was meant to be used. We’re starting [...]
// read moreSo, 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 moreWho needs a Hollywood celebrity when you can work with Tom Dickson?
Historically when an ad agency wanted a big celebrity to be in one of its commercials it went to Hollywood. Sure, we’ve done that, too. But we think it’s more innovative to be one of the first agencies to explore the new celebrities emerging in the digital space. So for our client Olympus Camera we [...]
// read moreFour Seasons: Big ideas from tiny details
Challenge: Evoke the emotional experience of the world’s leading luxury hotel brand Solution: Focus on the tangible and intangible things that please discerning guests The kind of traveler who stays at Four Seasons appreciates the finer details in life. A beautifully turned bed. A perfectly mixed cocktail. A moment that captures the essence of a [...]
// 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 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 moreNew England Aquarium: Shaaaaks invade Boston
Challenge: Promote the Aquarium’s Sharks and Rays exhibit on a guppy-sized budget Solution: Use local landmarks for maximum impact Not since Jaws was filmed on Martha’s Vineyard has there been so much buzz about sharks in New England. We launched this campaign for the New England Aquarium during prime swim season. Print and outdoor work [...]
// 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 moreBig Ideas from tiny details
Next time you see a brand’s marketing, ask yourself “Does it ring true?” When marketing is at its best, the brand and the advertising behave as one, and client and agency are perfectly aligned in making it happen. The brand itself should set this harmony in motion: the campaign amplifies what’s already there. With our [...]
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