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.
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 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.
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.
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.
Liberty Science Center
Liberty Science Center
The agency was looking for lines based on the premise 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.
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.
Residential 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 mail, followed up by 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.
To help build a center today call SSCF to stay away.
The idea is to make these commonly known food saver bags into part of the solution for a social cause on food waste awareness. 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 how much food is simply thrown away, the cumulative high cost to the working person, and how using a Ziplock Bag can help save food from ruin.
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
The idea is to drill down and simplify how this advanced technique targets the source of a health problem. This product branding imagery is used along side a tactical marketing plan for print, outdoor, video, digital and PR at strategic conferences and events. These forums include the Southern Women’s Show, community, health and senior festivals and outdoor concerts where attendees have the time to participate in a demonstration. As a result the business increased it’s customer base by 145% within six months of the campaign and PR effort attracted front and full page attention in the target area newspaper.
Headline: Start Here
Florida's first I-CHING Acupuncture Clinic targets the source of pain to begin healing. You will discover the difference between Traditional Chinese Medicine and our advanced Tai Chi Lo Hue treatments, where the core of the health problem is treated, not the symptoms. 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.
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.