Smirnoff Black Promotional Plan. To reinforce the idea that Small Batch Distillation creates a subtle, nuanced taste, we will serve Smirnoff Black in uniquely small ways that emphasize the craftsmanship in each drop, to relish each drop.
Once savoured by the czars of old Russia, every bottle recaptures the uncompromising smoothness created from small-batch copper-pot stills.
In place of the bar staff serving test-tube drinks on a tray, they will serve and offer tastings using a dropper to squeeze one drop into each patron’s mouth, to relish each drop.
Instead of mixers, Smirnoff Black drinks will be served with a specially designed dropper.
We will create small "one-sip" samples of Smirnoff Black to be placed on bar tables and women's lounge areas similar to bathroom basket 'perfume' sample bottles.
Welch’s Grape Juice is packed with twice the antioxidant power as orange juice, and this is portrayed by making the Welch’s bottle super heavy. TV, digital, and print are planned to show how the ton-weight bottle is handled in a supermarket setting: shopping carts get flat tires, excessively reinforced product shelving for Welch’s bottles only, grocery baggers developing an oversized muscle arm from handling the bottle and the cash register moving belts running sluggishly to bursting under the pressure of the ton-weight Welch's bottle.
Liberty Science Center
The agency was looking for lines based on the thought that ‘relevant museum experiences go beyond fostering an intellectual appreciation of their subject matter to stimulating new behaviors in their visitors.’
Reach for the stars, then align them.
Before you walk on water, purify it.
Talk back to yourself with the speed of sound.
Discover new heights, then walk all over them.
Traveling One Show Orlando
2015 body copy:
The Traveling One Show (TOSO) is a tremendous opportunity to touch, feel, and smell the world’s best ideas in advertising, design, interactive, and branded entertainment. The One Show, which is held every May in New York City, is the pinnacle of the communication arts business. This year, 36 countries won a total of 470 Pencil Awards out of 1229 finalists and 20,000 entries. The Traveling One Show Orlando is organized by copywriter Josephine Carey in partnership with The One Club. This event attracts between 120-150 attendees, support from Orlando ad agencies, and collaboration from local industry organizations.
2014 body copy:
Want to see where the world’s creative bar is set this year? Pick up the 17 design gold pieces, view the interactive, or read the very fine print of the 36 gold ads? The One Show is held every May in New York City, and this year 63 countries entered 21,300 pieces. The best of show came from Gothenburg. Goth what? A city way up there in Sweden, with just double the population of Orlando. So come and shake it up with one night of the most prestigious creative work from all across the globe.
2013 body copy:
The prestigious, international One Show awards–including One Show, One Show Design and One Show Interactive, are headed back to Central Florida with a special screening and gallery exhibition of the year’s best in creative advertising from across the globe. The Traveling One Show Orlando includes presentations with Gold and Silver Pencil Winners: Florida natives, David Suarez and Danny Gonzalez, CD, of Barton F. Graf, NYC, and the 2013 trends in creative advertising by Yash Egami, Editor-in-Chief of The One Club and One. a Magazine. Come ‘drink up’.
This exhibit never came to this state before, so to mark the occasion an event logo was created. The idea is to mix in a Floridian aspect, (the orange fruit), into the industry recognizable One Show Pencil Award.
The idea of the One Show Award Pencils as a six pack of beer, depicts the stimulating and refreshing inspiration attendees will ingest by attending this exhibit.
Headline: Bar Opens Oct.29.13
2014 Event Post Card
The rapid heart beat, using little One Show Award Pencils, portrays the exhilaration attendees will feel when viewing this level of global creative work.
Scenes From Past Events
Social | Email
The Traveling One Show social media strategy included reaching out to the 2015 winners and engaging with Central Florida Ad Agencies, vendors, event sponsors and volunteers. These efforts, alongside the email broadcasts, resulted in the Early Bird Tickets being sold out early.
Sample Tweets and Email Subject Headlines:
The British are coming, the Swedes are coming, are you?
20,000 entered. 19,530 left behind. Come drool this Tuesday.
For one night, the Orange Studio will squeeze in 36 countries.
This project was a complete overhaul to organize and build content for this concrete construction business with over 20 years of robust experience of handling large government and private contracts over multiple industry categories.
This is the chamber’s first website where a lot of new content needed created and edited from historical information. The client handles the updates since the launch.
This assignment involved a redesign, content development with image manipulation, to showcase the three main areas of business.
Every year, the launch of freshly-updated Zagat Guides on where to eat, drink, stay, and play are circulated in major cities across the globe. The print, outdoor, and digital campaign is targeted to the locals of each urban area. Here we talk to New Yorkers (NYers) and poke fun at their reputation of being know it alls, always telling others what where to go and the common complaint of insider trading on the Wall Street Stock Exchange.
30th Year Zagat Anniversary Logo
To celebrate the occasion, the idea is to use the highest rated symbol the readers are familiar with. Zagat ratings are based on a scale of 0 to 30, with 0 - 9 being poor to fair and 26 - 30 indicating extraordinary to perfection.
Each publication had collateral materials that where updated annually.
Headline: How Plato got through listening to Socrates all day
Here we go again, on and on and on, ok, I get it, I got it an hour ago. The Wisdom of Man yeah right! Death of the Public...whatever. I’m really trying to keep my eyes open here! Are matchsticks invented yet? With one sip of Tazo Tea, with it’s briskness and assertive bite - plus more caffeine that any fancy coffee - is enough to put the wisdom back into all the dying public, try some.
Residental Pest Control
The common fact in Florida that cockroaches breed rapidly is fodder to lighten things up with the idea of a ‘Center for Homeless Roaches.’ Touch points are planned with a post card mailer, followed by a plan for a fake door-to-door fundraising effort to bring awareness to the ‘center.’ Baffled resident reactions are recorded for social media where a discount is provided to participating home owners.
Headline: Center For Homeless Roaches
Please, I really need your help. I just heard another one of my numerous girlfriends has laid another egg case—that’s about 16 babies next month. I’m already a dad, will be again next week, and three weeks after that. All we need is your cozy home with plenty of dark spots behind your walls, food crumbs, papers, pet food, and some watering holes. They would do nicely to sustain my clan and their clan’s clans.
Help build a center today by calling SSCF to tell them to stay away.
The idea is to turn these commonly known food saver bags into a social cause using mock protest demonstrations. Flash mobs are planned to show up in highly populated cities where the event is captured for PR and social media. These networks are to encourage conversations on food waste awareness, the cumulative high cost to the working people, and how using a Ziplock Bag is a part of the solution.
To emphasize the existing tagline 'The World's Local Bank,' international currency symbols are merged together to make words to reinforce that banking in any country is like being at your local bank.
Florida Natural Healing
Iconic imagery is used to simplify the message that this advanced technique heals pain more rapidly by working on the source of a health problem. In addition, a tactical marketing plan is developed for PR, print, outdoor, video, digital and presentations at strategic conferences and events where attendees have the time to participate in a demonstration. These forums include the Southern Women’s Show, senior venues, health fares, community festivals and outdoor concerts. The PR attracted front and full page attention in a target area newspaper. As a result the business increased it’s customer base by 145% within six months of the campaign.
Headline: Start Here
Florida's first I-CHING Acupuncture Clinic helps you get to the bottom of your health problems. You will discover the difference between Traditional Chinese Medicine and our advanced Tai Chi Lo Hue treatments that directly targets the source of pain to begin healing. Join many frustrated patients in finding a tested alternative to rapidly feeling healthy again.
The tactical marketing plan includes digital & traditional communications
Ford cars are sexy all over the world but not in the USA, so to strengthen the existing tagline of ‘Everybody’s In,’ foreign license plates are used.
Commercial Pest Control
To target the commercial market of real estate and construction companies in Orlando, we use industry familiar imagery and cover it with termites.
Headline: All You Can Eat Buffet
Termites cause three times more damage in Florida than all the floods, hurricanes, and fires combined, but often insurance companies don’t offer coverage. As you begin construction, SSCF can protect your wood, brick, and stucco homes with Soil Pretreats, WDO Termite Inspections, and Termite Protection Treatment Bonds for commercial and residential properties. SSCF is the local source for over 25 years.
To underscore the existing ‘Protect Yourself’ tagline, recognizable critters who have a natural defense system are highlighted with the orange color of the cough drop.
Non-Showcase Copy Bits
This page is a mixed bag of copy pieces for a senior branding and advertising campaign, a B2B product launch, small business digital and social media marketing campaigns and several online product descriptions.
Center for Aging
The Kenning Institute (a part of the Duke Center for the Study of Aging and Human Development)
How to tell your middle aged kids you don’t need a mother
How many reruns does it take to realize life doesn’t have to be one.
Logo: The concept is about light at the end of the tunnel symbolized by a sunrise coming up from the mountains.
What’s that? Stay in bed an extra hour? The babysitting service has gone out of business since the grandkids now mind themselves. No work today, tomorrow, or the next 20 years. Time to...time so...time for? How do you deal with the sudden change of senior living where every day finally belongs to you? Money is limited, the body doesn’t bounce back as quickly, and you’re wondering what’s next?
There are evaluations on how to deal with a career, raise confident kids, get rich...but very little is available on making the most out of your senior years, with all it’s physical, financial and emotional hurdles. Until now.
The Kenning Institute (a part of the Duke Center for the Study of Aging and Human Development) has developed a ‘Get Back Into Living’ program—a $50 evaluation customized for each individual senior. Your feedback will be studied and analyzed in strict confidence at the esteemed university. The results you obtain will be a list of eye-opening solutions revealing resources and ideas to turn your day-to-day living around and help loosen those chains life has dealt you.
Sign up today to recapture some joy and living beyond being a slave of your circumstance.
B2B New Product Launch
This majestic bird has multiple directional, super-powered hearing, that canhunt rodents scurrying beneath a layer of snow two feet deep. We establish the owl image as the product brand as it's ability mirrors the 3-in-1 technology of this adjustable digital hearing instrument.
Tagline: Sharpening the Senses
Just like the owl with its acute and flexible sense of hearing, the TruVoice brings you 1, 2, or 4 channel programming. The choice is yours! Truvoice digitals take advantage of high technology to provide you with customizable hearing solutions for your patients. This affordable instrument features a manual VC, tunable low battery signal, scalable Notch Filter, adjustable expansion with the option of a programmable T-coil, plus more!
Some of today’s digitals present complex challenges. Let TruVoice take the fear out of dealing with digitals. NOAH compatible, DigiPro 6 is designed to be the most user-friendly software on the market and Magnatone can easily take you through it step-by-step. Now you can choose a less complicated single channel AGCo, a 2 channel WDRC, or a more complex 4 channel WDRC, within one digital hearing instrument.
For an affordable, less complicated instrument for your patients, ask for the TruVoice.
This assignment was to develop a new business’s health and beauty website and assist in the content development. The client is responsible for website updates since launch.
This digital marketing campaign for a real estate industry client, involved a website redesign and content development, LinkedIn profile building and posts, emails and event coordination support.
Wireless TV Headphones
Headline: Peace Keepers
Lead: End those Mars and Venus wars without giving in.
It’s 10pm and that sci-fi movie is calling, but the kids are settled and your wife has some quiet time finally. Answer that call with Wireless TV headphones which project crystal clear reception from up to 19 feet away. Enjoy the full-range stereo sound that will absorb you right into that sports game or show with virtually no interference from other wireless devices. The infrared transmitter easily plugs directly into the headphone jack on any TV, stereo, computer or mobile device. An AC adapter is included. Create your own space and listen to music for hours on end using these soft-touch padded headphones, powered by two AAA batteries that you supply. Why miss out on what you want when keeping the peace at home tonight? SKU, name, price line.
WeatherCast Wireless 5-day Forecaster
Headline:Mother Nature at your call.
Lead: Just as you wake up, know what she’s up to.
Instantly figure out how to dress the kids, what to grab for work, or catch more zzzzz’s Every 15 minutes real time updates and forecasts from AccuWeather.com® are wirelessly transmitted to 152 cities nationwide–free. No subscriptions. It even guesses what it ‘feels like’ outside by calculating the wind and humidity. Click here to confirm your coverage. The 3” LCD screen displays accurate time, weather symbols, daily highs/lows and indicators for rising or falling temperatures. Traveling that day? Up to five cities can be stored. The WeatherCast has a built-in magnet to hang on your refrigerator or use the stand for your bedside. No wires, handhelds or adapters are needed for this three AA battery operated device. Be ready. SKU, name, price line.
iNeed Lumbar Massage Pillow
Headline: Have your own personal masseuse anyplace.
Lead: And enjoy unlimited massages anytime.
An Acupressure Masseuse ranges from $60 and up, and if you like massages, that can add up quickly. This portable device powerfully hits the spot using four, deep, dual-rotating massage nodes, relieving those muscle knots and tightness in your lumbar area using a kneading Shiatsu massage technique. This pillow fits snugly in the small of your back and features a 20-minute automatic shut off. Happy customers have used it on their upper back and neck, too. It comes with a sleek carrying case, adjustable straps, and an AC adapter to turn any chair in to a massage parlor. It can also be used while lying down. Click here for important notes. Set yourself up for each day, no need to suffer through it anymore. SKU, name, price line.