For the last five years, I’ve run a small agency owned by a huge holding company. We had a great run including a couple years where we were the top performing agency (percentage-wise) in the whole happy global network family. You get to wear many hats in small agency life, some ill-fitting, but you learn to love them. In the end, I wouldn’t trade the experience for anything, but I’m ready for the next hat. And don’t worry, small agency life is incredibly humbling – I’m pretty sure my head will still fit.
A lot of people hate the lottery -- especially in Illinois. So if you really want to raise a 7% approval rating, stay away from the get-rich-quick overpromise and find something deeper. Like the power of possibility.
One day, this happened.
Just...fill out a deposit slip, hon.
Go for "The Big City."
Winners picked by dogs, a lucky pack of noodles -- the most amazing winners' stories were shared as out-of-home, web films and pushed out as social content.
Winners love sharing their stories, which helped generate much more positive engagement with the brand.
It's true. Noodles.
She made a resolution on NYE. Next day, she won a million bucks. True.
Do you believe?
Do you believe now?
It's not easy selling health insurance to anyone. But it's really, really hard to sell health insurance to millennials. First step: get their attention however you can. Then make them smile and share stuff. Then sell.
You'll be ok, probably.
Hey, with smart use of digital and traditional, we actually captured and converted millennials -- the Holy Grail of marketing.
Campaign was launched blind to generate intrigue.
Multiple signage was used to let the cat out of the bag. Although, I've never really understood that phrase.
Sign up, or dress like a pizza.
The healthcare industry is addicted to sameness. Happy-smiley stock photos and not a dose of reality. People see through it. So let your guard down and be honest for a change. Because when you're talking about their health, people really appreciate honesty.
This is the power of compassion.
Caring is healing.
No small jobs.
Always the forgotten little brother of Chicago museums, Adler needed to step up and embrace what they had to offer. Like, um, the entire universe.
Mixing digital with traditional for freaking awesome results.
:15 increments of freaking awesomeness.
The simple and bright campaign was built for social media and social sharing.
The Grateful Dead seemed to dig the campaign when they came through town. Far out.
Abe and a beaver pitching a sleep aid. Odd, right? Next thing you know it was on The Sopranos and people were dressing up like these two for Halloween.
He cheats.
The messaging couldn't have been simpler. Partly by design, and partly because of astoundingly complicated pharmaceutical regulations. Who knew?!?
Co-writing with the hilarious Andy Richter was both intimidating and satisfying. Thankfully, Andy was delivering the jokes as that venerable lottery newsman, the one and only Gil Mitchell.
Breaking newses!!!
The man in the golden wig, explained.
Launching in-store CPG brands, selling flu shots and creating annual holiday campaigns with giant, moving sets. In other words, just another day for Walgreens.
A brand that fits your family's lives, seamlessly.
Did you get your flu shot?
She nailed every take, by the way. Insane.
She didn't nail every take, but was still good.
Content is a pretty popular word these days. To me, it usually boils down to two things: make something entertaining or give away free stuff. Or both. Wait, that's three things.
Growing a social network with a good combo.
Animation keeps the cost down, we all know that.
When something needs explaining, don't overthink it. Explain it.
Entertaining little web films that worked extremely hard.
Mini-docs about the real heroes among us.
Fun fact: nailing the precise liquid color of a lime-topped, icy Corona on a sun drenched beach can cause massive anxiety for a color blind creative director. Not that I would know.
I apologize for the craptastic quality of this spot. Writers don't always understand how to save files.
These shoots were very stressful.
A simple human insight led to a big brand turnaround. Admit it, you hide your favorite foodstuffs from your friends and family, too. Don't lie to me, please. I thought we were friends.
Web films were used as preroll and shared across Quaker's social channels.
Viewers clicked through to a redesigned site complete with downloadable disguises for your Real Medleys and a series of short video hiding tips -- like hiding them in ceiling panels and filing cabinets. That type of silly stuff.
The campaign triggered an immediate 37% jump in sales. Here's how.
As a die-hard St. Louis Cardinals' fan, this wasn't easy. But rest assured, this work was created while the 108-year curse was still in full effect. Also, the budget was approximately $12, so we just had fun with it.
An old bank that needed to freshen up turned to new media. Digital iAds led a brand resurgence on a tight budget.
I've written five books (no, not novels or anything close) and co-written and directed an independent film starring Keegan-Michael Key. Yes, he's even funnier in person and a ridiculously nice guy. You can find the books and movie on amazon and the likes although truth be told, I should have kept more copies. They also make great coasters.
You can find this gem and my other books at this link.
You can check out the IMDB page here. And if you'd like to see more, I'm sure I can scrounge up a copy. I need to re-master it and get it online again but that could take decades.
A few campaigns that won some nice acclaim. Yes, I realize there are a lot of words in these campaigns but writers tend to lean that way. I promise I have more "visual solutions" if you'd prefer. You're an art director, aren't you?
Guerilla campaign to bring more minorities to the ballpark. We tiled these wild postings in blighted neighborhoods over cigarette and booze ads. Most were taken home as souvenirs shortly thereafter.
Ever dug into the storylines of a lyric opera? It's anything but boring.
The Bears needed to re-stake their claim to the city and people of Chicago. Whereas baseball is split north by south, the Bears are the entire city's team. Not so much lately, however.
