Brand Activator
I grew up a maker, in a house connected to a factory where my dad invented the baseball pitching machine. We built things all day long.
Which is handy, because it’s not about writing ads anymore. It’s about building the gears of action that move a brand from Point A to B. Here are a few big gears.
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Lenovo: Welcome to the Do Network
We Are the Doers brand film
The Do Network case study
THE MISSION: We were asked to introduce millennials in emerging markets to Lenovo products – and their true brand promise –through a promo on social networks.
THE MOVEMENT: We created a propriety social platform for Lenovo – truly a social network of their own– that engaged young "doers" with a competition based on community-based challenges. In doing so, we offered that the resources, connections and mentorship they needed to turn their ideas into action.
Lipton Brisk: The Way of the Brisk
The untold story of the story that was never told. It is… The Way of the Brisk.
THE MISSION: Brisk offers the world a powerful combination of big flavor balanced by the idea of tea tranquility. How could we make the brand’s strange way of designing drinks… or a truly refreshing worldview for a younger audience?
THE MOVEMENT: With the help of Funnyordie and Chuck Liddell, we saw it as a journey of that built real cred with Brisk fans in a boldly-flavored tale told across viral films, display promos and posters, and even a TWOTB fighting game.
Duvel Green: It’s Yours to Find
THE MISSION: “Help us introduce Duvel Green in three major American markets. Almost no one has heard of us. We’ve got 50k.”
THE MOVEMENT: Realizing that Duvel Green's entire brand footprint could be measured in square inches on a dozen or so tap handles in these cities, we turned it all into a tech-powered hunt under the theme "It's Yours to Find."
Michelob ULTRA: Live Your ULTRA Life
Michelob ULTRA brand engagement case study
Beat My Best original web series
THE MISSION: All beers have a mission – fun, flavor and good times. But most don’t have an actual purpose. Somehow, AB wanted to use the digital channels to show that an “ULTRA” lifestyle was more than just a brand affiliation, but a healthier low-carb choice.
THE MOVEMENT: By completely re-imagining their website as a hub of ideas, activity and adventure, and by turning every digital program into an action-oriented engagement, we set out to prove that the “ULTRA Life was in the Living."
