How do we transition a lightning in a bottle activation that was the 2014 Ice Bucket Challenge into an ongoing movement that produces a sustained and growing base of donors and ALS champions?
While the Ice Bucket Challenge had insanely high-awareness, it didn’t create a long-term connection to the cause. Everyone knew about the bucket, so we decided to fill the buckets rather than dump them.
The Infant Mortality Rate is on the rise in Washington, DC. Knowing our target doesn’t like to be told what to do by institutions/elders, we developed a hyper localized campaign with a peer to peer social sharing element.. And with the media buy and casting, we stuck to the neighborhoods that needed it most. The integrated campaign was applauded by Mayor Gray as a step change to anything the city has done in the past.
To stay relevant and connected to an audience that has more options than ever and that looks for brands with purpose, we mined for strong insights. We learned that people who travel are happier than those who don’t, yet only 41% of Americans have a passport. So we made it our mission to encourage people to get their passports by partnering with the world’s top travel influencer, major airports and even the State Department. The momentum has been impressive and is just getting started.
Adjusting to an electric car is not the big deal people think it is. Kale? Now that’s an adjustment. This campaign helps push them over that final decision hurdle to drive change by driving electric.
This campaign was created to shine a light on the range of positive impacts made by the fuel and petrochemical industry.
Internal Edelman Campaign across US offices to encourage and reward voters. Looking back, at least we all got donuts out of that day.
Some taste better frozen. So we proved it.
Little gray dudes get popped with color when they get a taste of their favorite food. Good times and sweet 80s pop jams.
For a controversial exhibit about what lies beneath the skin, we challenged Chicago to discover what they’re made of. We had print and outdoor executions that were two-stage. The first “blind” version was up for a few weeks before the peel and reveal. Bodyworlds was the most attended exhibit in MSI history.
The Secret Girl had a long history or being a bit too sweet and innocent. We reintroduced her in a more modern way by enlisting famous nightlife paparazzi and casting from clubs in NY, LA and MIA. Then we partnered with Jennifer Lopez for a secret launch concert where one lucky winner got to be a backup dancer on her upcoming tour. And we showed up with street teams, sponsorships and “tattoos” at places like Lollapalooza and the US Beach Volleyball Championships. Definitely a hot summer.
Won a few awards, Got some chatter. Proof that any assignment can be an opportunity.
Late breaking work announcing the classic van reimagined.
Old, old stuff but I like it because of the “before they were stars” talent we casted. Elizabeth Moss, Meadow’s boyfriend from the “Sopranos” and AJ’s girlfriend from the “Sopranos”, and lastly, Jay Hayden who went on to slay zombies in State of Emergency.
Contrary to the old saying, women actually do sweat.