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Launching a new restaurant brand on a shoestring budget.
There are a handful of well-financed, well-known farm-to-table restaurants in New York City. Our client wasn’t one of them. As a new, independently owned restaurant, Greensquare Tavern would have to carve out its own competitive space in a very crowded market. And it would have to do so on a very limited budget. The bad … Read more
A b2b campaign connects with compassion.
Everyone has feelings. Even business people like you. And us. Sounds funny to say it like that. Yet so many business-to-business campaigns are written and designed as if business decisions are driven by logic alone. We believe all purchase decisions are motivated, at least partially, by emotion. In fact, some researchers believe emotions drive the … Read more
Integrated campaign/draft
St. Ignatius, a boy’s prep school, is a beloved institution in Cleveland. But with the recession, it saw the flow of donor money slow to a trickle. The school would have been happy just to maintain the previous year’s level of support. In partnership with a marketing technology consultancy, we created a multi-touch campaign of direct … Read more
Let’s get kids to stop texting and driving.
When Partizan Entertainment invited us to pitch the creative assignment for Oprah Winfrey’s NO PHONE ZONE public service campaign, we knew we faced stiff competition. We also knew there could be no better judge of emotion in advertising than Ms. Winfrey. We resolved right away to avoid the lurid shock value of many PSAs in the … Read more
Let’s get Romanian kids to eat Greek.
When we were asked to pitch a Greek snack food for the Eastern European market, we said, “nijedan zabrinut!” (“no problem!”) We translated the product benefit (these chips are baked, not fried) into the universal language of emotion: the lightness and joy of breaking free.
Let’s get emotional about molecules.
Even cardiac surgeons are not immune to sex appeal. Especially when it winds its sultry way around a sleek new polymer that can improve patient outcomes. Ostene is a synthetic implant material that surgeons apply to the cut edges of the rib cage to stop bones from bleeding during open heart surgery. It is far … Read more
The pledge
Hi everybody! Please don’t be reading this in your car! F and K signed Oprah’s No Phone Zone pledge on location in Fort Collins, Co. Please go to oprah.com and sign today (332,356 people have signed it so far!)
