Unfortunately, women are 25% less likely to get a raise than men. So for April 4th, Equal Pay Day, we launched Ask For A Raise, a campaign to help close the wage gap by creating a powerful tool to get women the money they deserve.
We created a Facebook Messenger Chatbot based on one of the world's most fierce female industry leaders: Cindy Gallop. The bot pulled in data from financial data from PayScale to arm women with all information and confidence they needed to ask for a raise, creating a checklist of accomplishments to present to their bosses, as well as set a date to ask. We saw over 100k users in the first week with zero media spend and 180MM earned media impressions.
Message Cindy Gallop Here:
1x Graphite Pencil D&AD Impact Award
1x Bronze Lion Media
1x Cannes Shortlist Cyber
The Careculator is an online tool that tells you what to spend on your friends based on how much they care about you on Facebook.
A key peice of Jet.com's Innovating Saving campaign that led to a Media Grand Prix at Cannes.
How? It used advanced “Careculus” to analyze the amount your friends’ like, comment, tag, and share your posts to literally put a price on your friendships. The resulting price can be shared with your friends through social. And of course, it also served up gifts you can get in that price range (for less) on Jet.com.
1x Cannes Grand Prix (Integrated)
1x One Show Merit
2x Webby's Shortlist
2x Shortys Shortlist
1x Act Facebook Award
Three days after President Trump was inaugurated, Senior Advisor Kellyanne Conway was quoted in an interview using the term “Alternative Facts” to defend mistruths put foward by the administration.
Ten days after the phrase had been coined, we had written, designed, manufactured and distributed: Alternative Facts the Card Game.
America's best card game ever. Period. A yuge battle between two teams to see who knows the difference between the facts and alternative facts. To start, the player with the biggest reads the first card. Careful of trump cards though, you may be subject to gag orders, deportation or worse; a women's march.
One week after launch we had sold, 1,000 games for the not-so-subtle price of $17.76.
Find the game here: http://www.thealternativefactsgame.com/
1x Bronze One Show Pencil
Product Design Shortlist Cannes
For Google Maps’s first-ever OOH campaign in the US, we had to do something attention grabbing, so we told New Yorkers that they don’t know New York…yet.
With its first major update in years, adding an “Explore” feature, we needed re-launch Google Maps as an app that you use for discovery of new places around you, rather than simply directions. We then came upon a simple insight: you don’t ever really know any neighborhood, as well as you could. In each neighborhood, we wrote bespoke headlines to specific items in that neighborhood they could know better. Like salad, or art, or dumplings. Even better, we made every billboard uniquely linked to a list within the the Google Maps Explore feature, showcasing the places or things you might not know around the city.
Stealing paper clips from your office, combining holidays, convincing your kids they were born on a leap year... there's all kinds of ways to save. But with Jet.com, prices drop when you buy things together, so really, it's much easier than well, most things.
Weight Watchers is a 60-year-old brand that was not only changing its name to WW but also shifting its focus from being about weight loss to wellness. We were tasked with relaunching their new brand name and company ideology. We needed an idea that shifted perception from Weight Watchers only being a brand for midwestern moms to WW is a brand that works for all people. So we came up with a simple line: WW is wellness that works for every body. No matter how big or small. Bodies that want to make a change. Bodies that buy a dress one size too small, or bodies that think 70 is the new 50. No matter the journey.
WW is wellness that actually works. For every body.
We launched a huge global campaign complete with a new brand anthem, member testimonials including Oprah and Kate Hudson, OOH, digital, social… you get the drill.
To challenge the global perception and put Egypt back on the tourist map, we launched a campaign that challenged Egyptians, not the media, to show us the beauty of their country and show us they did.
We recruited local photographers and artists and gave them a simple task; shift the world's perspective on Egypt. Our campaign tag reached 80,000+ posts in a matter of weeks. We then used content submitted to our campaign tag to be showcased through TV, OOH, and digital; all with zero media spend.
UN World Tourism Award
2x Silver Lynx
1x Bronze Lynx
1x Gold Effie
1x Silver Effie
*Also I was in Egypt for a month so that was sweet.
In 2012, 93 million eligible US citizens didn’t vote in the general election. Our goal was to encourage voter participation by taking a process that is overwhelmingly complicated and making it a simple conversation.
GoVoteBot, a nonpartisan chatbot on Facebook Messenger, is an end-to-end and completely personalized solution for getting voters the information they need to vote. Information is detailed, accurate, and—most importantly—bite-sized and easy to understand. Users can register to vote, check their registration, and locate their polling place without ever leaving the bot.
GoVoteBot saw 55 million media impressions and started over 100,000 conversations about voting.
1x Bronze Shorty Call to Action
1x Shorty Merit Social Media
One Show Merit
Many brands have mastered what the Yule Log looks like but, what about what it sounds like…
Smart speaker company Sonos has always been committed sound, and for the holidays, that even included the sweet, sweet crackling fire of the Yule Log. This is “The Best Sounding Yule Ever.” A 90-minute video that is bound to make your ears warm and fuzzy. And a behind-the-scenes that hopefully makes you laugh or at least smize or I dunno, not look at your phone for half a second.
Here are a few manifestos I wrote for Nike Tennis back in the day. I miss it.
It's not about winning or losing. It's about the game. Whenever. Wherever.