Peet's Coffee was founded in Berkeley, California in 1966 as the first craft coffee company of its caliber. For fifty years, they have been doing things the same way: sourcing the best beans, hand-roasting in small batches and never compromising on freshness. Peet's changed how America looked at coffee, before the birth of Starbucks.
For their 50th anniversary campaign, we told their genuine and interesting story of craftsmanship, passion and commitment, reclaiming their history as The Original Craft Coffee.
On April Fool's Day (their actual birthday) we launched a "No Fooling" social campaign in which no lies were told- only the impressive truths behind Peet's honest business.
CW: Jay Brockmeier, CD: Chuck McBride, ACD: Gong Liu
This mini campaign, "Have a Handcrafted Holiday," set us up for our 50th Anniversary campaign, in which we touted the handmade and artisanal nature of "The Original Craft Coffee."
This mini campaign for Midtown Athletic Club speaks to their heritage as the most elite tennis club in the country and their cultural emphasis on social interaction as a fun way to get fit. These OOH ads and TV spots feature the most unlikely partners coming together over a game of tennis.
CD: Debbie Kasher, CD: Arturo Gigante
MDsave, a rapidly growing tech startup, is the world's first healthcare marketplace. By collaborating with hospitals and insurance companies, they have been able to make standard procedures affordable and competitive.
With the upcoming presidential election, our strategy for their launch campaign became a message of empowerment. Don't wait for someone to fix healthcare. Do it yourself.
The launch video appeared on TV and social.
A unique company at the intersection of healthcare and technology, Counsyl was founded with a mission of improving the health of millions by providing innovative screening solutions and counseling for preventative healthcare.
Under the strategy, "You can't choose your genes, but you can choose how you live," we developed the "Live Ready" campaign. My favorite ads use the unpredictable and entertaining nature of children as a lighthearted way to discuss the serious subject of hidden genetic traits.
Spec work. CW: David Zandman, CD: Chuck McBride
Ariat Rebar jeans are built for the athleticism required on the construction site, at the oil rig, or on the cattle farm. These heroic, story-rich images create superheroes out of Ariat's consumer base, highlighting the strength, agility, and muscle of the Ariat Workwear line. The imagination and youthfulness of this campaign helped to distinguish them in a category filled with weathered, grizzly old heroes.
The sister TV spot showcases the talents of professional stuntmen and parkour artists, to execute jaw dropping tricks in the Ariat Workwear boots, jeans, and shirts; a youthful demonstration of the products' flexibility and durability.
CD: Chuck McBride, ACD: Gong Liu
New York, the sports capital of the world, has more teams than any other city. With more games, more scores, more players, more scandals, more coaches and more fans, New York really deserves its own nightly news show to cover it all. The "Infotainment" campaign demonstrates the logic of watching SNY's Geico SportsNite over "The World Wide Leader."
CD: Debbie Kasher, CD: Arturo Gigante
For Google's Micromoment's business, we created a series of B2B print ads and a short video illustrating the consumer's moment of intent. When your flight is delayed 24 hours, which hotel will be there to help you? When your car breaks down, how will you get home? We took these moments to a superlative, humorous level using pop culture references in both the print (an alien looking for Reeses Pieces) and the video (Brody "needs a bigger boat").
Spec work. CW: Ray Connolly, CD: Chuck McBride