Other Work
Producing good creative takes tenacity. And luck.
My partner and I loved this idea the moment the creative team brought it to us.
As a team, we worked hard to figure out how to pull it off. But the city of New York wouldn't approve it even though the "CALLS" piece was on property owned by Marriott.
Fortunately, the copywriter had a buddy who worked for the city who helped negotiate a way to make this happen.
A new approach
to an old asset
When Bank of America acquired LaSalle Bank in Chicago, they inherited a highly-visible giant wall mural on the Kennedy Expressway. A city ordinance dictated that it couldn't be traditional out-of-home advertising and could have almost no type.
The wall mural usually had a decorative design related to the season of the year or the Chicago Marathon. I led the effort to make more of this unique space.
One of the most successful ventures was a contest for high-school-age students in the After School Matters art program. It generated tons of free publicity for the new bank in town and created relationships with curators at the city’s top museums.
Encouraging Splenda users to use more Splenda to increase sales
It’s hard to convince people to buy Splenda for the first time, so we targeted current users to try Splenda in new ways instead.
We quickly created a website for free on Tumblr that offered one new “sweet swap” every day for a year.
Some were simple swaps while others were more-involved recipes. There were illustrations, photos, GIFs, and videos.
Content came from the client, agency, bloggers, influencers, and consumers.
Posts on Facebook, Twitter, opt-in emails and the Splenda newsletter linked back to the Tumblr site.
And a few more commercials