Even though mums have fond memories of baking from when they were young, a busy life means they aren't spending enough time baking with their own children. Enter Andrew and Elizabeth – a charming reminder that kids love to bake.
Though home baking was never expected to be as popular as what it once was, the results for Robin Hood were better than expected. The characters were loved by the Robin Hood baking community and participation in their online baking forums saw dramatic increases – with people sharing recipes and generally making concerted efforts to increase time spent baking (whether they had young children, or not)
Robin Hood – Memories
Robin Hood – Giving
Robin Hood – Teaches Us
With faith in the North American automobile industry at an all-time low, Ford needed to let people know that they were putting more effort, craft and intelligence into their vehicles than ever before.
Results from these and other marketing efforts saw Ford pull through a few troubling years and emerge as the leading North American automaker. The efforts they put into both their cars/trucks and marketing position meant they were the only U.S. automaker that had no need of government handouts. The message worked.
Ford – Escape
Ford – Fusion
A crisp and crunchy bite is the mark of a quality pickle and Bick's wanted to demonstrate this quality to the consumer in an effort to fend off the challenge from competing brands. Our approach was to dramatize the Bick's crunch to the degree that it is heard by a distant race of aliens. Once on earth, an alien documentarian concludes that the pickles are some form of distant cousin (due to their size and colour relationship to each other). In a series of three spots, he goes on to inform us of their harrowing plight. The result? Bick's managed to see a small increase in share in the face of stiff competition.
Bicks – Offspring
Bicks – BBQ
Bicks – Picnic
Challenge Create a U.S. college campaign that positions durex as the safe sex/fun sex company.
Idea Durex Heroes: Use Durex and become a sexual superhero.
Tactics Website: The Durex Heroes website was a place where you could create your own super identity and explore ‘The City Of Heroes’. The city offered chat rooms (including access to a variety of private condo rooms); a movie theatre and a shop (Hero Mart) where visiters could download coupons for Durex products. Prizes were made available for those who participated most.
Campus posters: A series of comic-book style posters were posted on over 50 University Campuses.
We also created a series of product specific POS posters and placed them inside chemists that were in close proximity to the Universities. Brand Ambassadors targeted dorm rooms with door hangar communications and also hosted on-campus parties – providing students with Durex products.
With the gin market booming, Diageo decided to create a new, high-end gin brand. The result was Jinzu, a traditional British gin infused with Japanese botanicals. As the bottle design was already in place, our challenge was to help launch the brand. And our thoughts, here, were that Jinzu's unique British and Japanese combination should be at the heart of the Jinzu story.
Jinzu Pattern First, we worked with designer, Coralie Bickford-Smith, to create a bespoke Jinzu pattern. The design was influenced by the British style of William Morris, but the pattern itself was created out of the varying Japanese botanicals found in Jinzu (Cherry Blossom, Yuzu Lemon and Sake). Jinzu's Bird & Brolly icon (a Japanese Mejiro bird holding a British umbrella) was then placed on a few of the cherry blossom branches, found throughout the pattern.
Photography We created elegant Jinzu bottle photography that could be used to help promote the brand in a variety of trade launch materials and articles. The photography featured key elements of the Jinzu brand set against our Jinzu-patterned wallpaper.
Retail Display For retail displays, we took the iconic, British telephone box and propped it with both ornamental and botanical Japanese influences. The front of the display featured interactive, sensory elements like scented, botanical drawers and the soft strains of traditional Japanese music. The back of the display contained an oversized Jinzu bottle set amidst its key botanical flavour, cherry blossom.
Bottle Glorifier For on trade display (bars and pubs, etc.) we created a small version of the telephone box to house the Jinzu bottle. An LED floor helped illuminate and call attention to the bottle itself.
The result saw a successful launch for Jinzu and has placed it firmly within Diageo's reserve brand portfolio.
Challenge To grow affinity and sales for Maxwell House coffee during a nervous economy.
Idea Optimism Breaks: Ensure that whenever people interact with Maxwell House coffee, they experience a moment of optimism.
Tactics The Optimism Café: The 30-day café featured free coffee, musicians, poets and celebrity speakers. Television: 30-Second optimism breaks played on TV, YouTube and influential blogs. Website: A repository of optimism. Upload, share and watch optimistic content. Outdoor tweet stream: Digital boards were purchased, enabling people to tweet optimistic thoughts. Facebook&Twitter: We urged people to join and/or follow for optimistic news and events.
Maxwell House – Jessica
Maxwell House – Team Hoyt
Maxwell House – Dave Tally
Challenge Create a unique way to bring people together while positioning Fido as the mobile carrier that best understands the lives of urban consumers.
Idea Fido Sessions: A series of shared events that highlight how we connect in life.
Tactics Jet session: Celebrated how travel connects us both locally and internationally. Art session: Celebrated art and how it connects different communities. Design session: Celebrated how design within public spaces is able to connect us to one another.
How to participate Consumers texted into the program through their mobile devices. By doing so, they received information on each event and exclusive invitations.