Wrigley’s Orbit Big Pak wins Gold at Effie Awards

Altoids Tinnovations

A Flash piece for the Altoids Fan Page on Facebook

Altoids Tinnovations

Inspired by the creativity and ingenuity of Altoids fans and their Altoids tin-themed inventions and artwork, we wanted to create a place for people to showcase their “tinnovations” and celebrate their curiously strong fondness for Altoids mints.

We utilized the functionality of a Facebook Fan Page to create a hub for tinnovation discussion. Users can view and post photos and videos of their creations, start discussion topics and comment in an open forum.

I crafted Facebook Fan Page copy and status updates in the Altoids tone, with the specific intent to encourage users to comment.

We recommended a partnership with the website How Stuff Works in order to reach the tinnovation community and feature ten tinnovators with editorial content. The partnership also involved How Stuff Works bloggers discussing the tinnovations, as well as featuring tinnovators and tinnovations in HSW podcasts. Co-branded ad units on HowStuffWorks.com and the broaded Discovery Network drove users to specific tinnovation articles as well as the Facebook Fan Page.

Wrigley’s Orbit Big Pak Digital Campaign

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Our digital campaign delivers innovative brand experiences that create awareness of the mouth-cleaning power of Orbit gum and announces the new 35-piece package.

Before breaking out onto London’s hip-hop scene, the rapper, now known as Big Pak, had the dirtiest mouth around. In fact, it was so flippin’ dirty that it took the extreme cleansing power of the new 35-piece Orbit Big Pak to get it clean.

Accrediting his newfound success to the larger pack, Big Pak devotes his time to evangelizing the notion that if the good clean feeling for Orbit gum is enough to clean him up, it can clean up your sassafras, too.

Campaign Elements:

Orbit Studios MySpace Page
At the Orbit Studios profile page you can watch Big Pak’s funky fresh music video and TV spot, get schooled in how to stay clean with Big Pak’s public service announcements (PSAs), listen to and download his obscenely clean songs, or clean up your own dirty mouth by typing any word and watch as Orbit gum cleans it up. The Orbit Studios page also links to various other social networking sites and fan pages.

Dirty Mouth? Clean It Up!
It took the new Orbit Big Pak and its 35-pieces to clean up Big Pak’s dirty mouth. Feeling creative with your dirty mouth? Go on, type in any word into this rich media banner and watch as your filthiest words are cleaned up by the incredible cleansing power Orbit gum.

Rich Media – Big Pak’s Vocabulary Lessons
It took the new Orbit Big Pak and its 35-pieces to clean up Big Pak’s dirty mouth. In this rich media unit, you’re encouraged to interact with the pack’s 35 pieces of clean by feeding a piece of gum to Big Pak. After he chews it over for a bit, watch as he schools you on how to bring his trademark mickey fickey language to everyday life situations.

Stay Clean PSAs
It took the new Orbit Big Pak and its 35-pieces to clean up Big Pak’s dirty mouth…and now Big Pak wants to give back. Roll over this rich media unit to watch Big Pak clean the dust off the after-school special format with his “Stay Clean” public service announcements. See Big Pak tackle a variety of topics relevant to teens ranging from the dangers of gambling to self-esteem issues, while always encouraging his audience to keep it clean.

Artist MySpace Profile Page
MySpace, the home of music artists, where fans can become friends and satisfy their celebrity fixations by reading their favorite artist’s bios, listen to and download their hit songs, and catch-up on the artist’s latest news and thoughts via blogs. The rising hip-hop sensation, Big Pak is no different…well except for the fact that his artist page contains an obscene amount of clean.

Blog Posting
This series of seeded “blog postings” helps embed Big Pak a step deeper to the popular gossip and entertainment realm while also updating users with Big Pak’s latest antics in his quest to clean up the dirty mouths of Hollywood.

Big Pak iPhone App
Due to the popularity of the “Dirty Mouth? Clean It Up” rich media banner, the client requested we explore an iPhone application based on the banner/Orbit Studios flash module unit. The app is currently available as a free download at the Apple App Store.

App-Load of Clean

Cannes Cyber Lions Entry

Quaker Oats Megabrand Website Design

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The Goal: Unite all of the Quaker Oats brands (and some non-oat brands) under a single mantle, while updating the public’s perception of Quaker, as brand for old people, by creating a relevant, informative website that encourages users to adopt a healthy, active and sustainable lifestyle for the entire family.

We believed this could be accomplished through recipes, articles, community forums, and even a section for healthcare professionals to provide healthful Quaker product recommendations for patients.

This was no small task as content was pulled from seven Quaker brand websites, additional research for creating a Baking 101 article section, and numerous product and lifestyle photography needed to create this 1700+ page mega website including: full product descriptions and nutritional information for the entire line of Quaker Oats products, polls, e-newsletters, and comment sections.

An additional challenge was issued to the team, which was to tell the Quaker Oat Story in a short, unique and interesting way that would help empower the Quaker Oat in the eyes of the consumer by informing them of Quaker’s rich heritage and the numerous benefits of their oats.

With limited budget and time (of course), Art Director Manny Fernandez and myself stitched together a kinetic text animation of the Quaker Oat Story complete with an interactive supplemental information section that elaborates on chapters of the Oat Story.

This website redesign concentrates on helping families adopt a nutritious and active lifestyle “every day” with the help of the wholesome goodness of Quaker Oats products.

The site’s content contains a wide variety of articles, activity planners and suggestions, as well as full descriptions and nutritional information for the entire line of Quaker Oats products. The site also encourages users to submitting comments/ratings, recipes, family fun activity ideas, as well as participate in polls.

Creative Director: Suzanne York
Associate Creative Director: Brent Eveleth
Art Director: Manny Fernandez, Vic Sanchez, David Petti
Additional Copywriter: Vince Verdooren

The Home Depot: Microsite & Email

The Goal: To increase attendance and registration of THD’s monthly “Do-It-Herself” clinics via the DIH clinics home page update, notification emails, and newsletters.

The January 2006 DIH Clinic emphasized decorating with light and interior lighting fixtures, and encouraged users to attend an educational workshop featuring these topics and their proper installation. The tone of the copy is intended to be empowering, encouraging, and supportive of THD’s “You Can Do It. We Can Help” mantra as embodied in the notification’s first sentence: “A woman’s place is in The Home Depot.”

Art Director: John Lee

JCPenney Back To School: Website

The Goal: To promote the important back-to-school season at JC Penney’s and develop a site that would appeal to teens and tweens while integrating with and extending the story of the television commercials.

The site focuses on a cast of interrelated characters and their relationships as a vehicle to present the JCP fashions. The most engaging portion of the site invites users to explore the characters’ rooms. While in a room, the user has the ability to dynamically control the viewing angle of the room with close to 180˚ of rotation, as well as to explore and click on various hotspots to see the featured fashions or explore other content areas of the site. Each character on the site has a profile page expressing their personality and sense of style. The closet features the fashions more directly and allows the user to purchase the outfit at JCP.com. The television spots are also viewable on the site, and feature “Watch Click Buy” functionality allowing the user to click on the commercial and purchase the outfit featured at that moment.

Art Directors: David Pfluger, Ryan Page

Gatorade Endurance: Rich Media Banner

The Goal: Help consumers locate stores where Gatorade Endurance Formula is sold as they were having difficulties locating the Gatorade Performance Series products in stores.

A rich media banner containing a store locater would allow users to search for stores that carried their product by entering their 5-digit zip code in the search field. The user would then be served up the nearest locations that carried the products as well as a map so that they might plan their running routes in respect to these locations.

The Gatorade Endurance Formula website was also updated for site-wide navigation to the store locater so that consumers could reach the locator from both on and off-site (banners, text links).

Art Director: Sean Kirkwood

Gatorade Promotion: Sweepstakes

The Goal: Lend support to multiple Gatorade retail promotions online, for the very first time; and thus, helping drive retail performance to increase product purchases while re-enforcing Gatorade’s equity with consumers by partnering with the NBA, NASCAR’s Daytona 500, and the feature film “Gracie”.

These promotional microsites supported the retail promotion online by allowing consumers to input their sweepstakes codes found inside of select Gatorade packaging. Each promotional sites’ copy was intended to educate consumers on the details of prizes while dramatizing and hyping the entire promotion.

NBA: 25 Grand Prize winners received an exclusive training session with NBA pros. The winner, guest and a parent or guardian would travel to a location to participate in a unique training session including: training sessions staffed by NBA professionals and coaches, and a unique NBA experience consisting of meeting with a team trainer to discuss hydration and nutrition as they relate to participating in sports, “Chalk Talk” with a coach, skills and drills with NBA player, an autograph session with players, and a personalized jersey from their favorite NBA team.

10,000 Secondary Prize winners received a Gatorade kids sidelines package including a Gatorade Sidelines bottle and towel, a Gatorade/NBA basketball and an exclusive poster.

Daytona: 5 Grand Prize winners received round-trip airfare, hotel accommodations, and ground transportation to the 50th running of the Daytona 500 including tickets to event as well as the Gatorade Duel at Daytona, the opportunity to be in Gatorade Victory Lane with the winner of the Gatorade Duel and the winner of the 50th Daytona 500, a mid-week, pre-race tour of hte pit and garage areas, a meet-and-greet session with one of the Gatorade-sponsored drivers, as well as co-branded gear.

Gracie: Winner received a free soccer training DVD featuring Gatorade and U.S. National Soccer team members: Mia Hamm, Landon Donovon, Abbey Wambach, and others; as well as a sneak peak at the feature film “Gracie”.

Art Director: Sean Kirkwood

Gatorade “Origins”: Rich Media Banner

The Goal: To create a rich media home page take-over banner for espn.com that extended the story of Gatorade’s “Origins” television commercials featuring the 1967 University of Florida Gators, and also expanded upon Gatorade’s history by including additional milestone events in Gatorade’s time line to include the K.C. Chiefs 1969 Super Bowl victory after a pre-season filled with dehydration issues, as well as Michael Jordan’s “flu game” in game 5 of the 1997 NBA Finals.

The home page take-over would “rip away” the current espn.com’s site content to reveal what appeared to be older espn.com articles about athletes, fueled by Gatorade, overcoming the setbacks of dehydration during sporting events. Each story was written as if it was reporting the events of the games while also including a message about the role the “invisible opponent”, dehydration impacted the players performance and Gatorade’s contribution to reversing those disadvantages.

Art Director: Robin Barrow

Gatorade/SI For Kids Game: Rich Media Banner

The Goal: Create a series of engaging interactive banner for tweens that integrates and extends the story of Gatorade’s print and television commercials.

In order to extend the retro “instructional” theme online, the team tapped into the style and tonality of film strips and diagrams of the 1950′s and 1960′s, and thus creating a retro throw-back “Play Your Best” interactive video banner game hosted by three of the top Gatorade roster athletes: Dwyane Wade, Peyton Manning, and Christine Lilly. Partnering with sikids.com, users were encouraged to participate in a timed quiz regarding the order of “proper technique” for an aspect of each athlete’s sport. As the user participated in the quiz, they received encouraging remarks from from the athlete.

Art Directors: Sean Kirkwood & Blake Walles