86 million Americans have prediabetes, maybe even you, person-looking-at-my-portfolio.
It's true. 1 in 3 Americans are affected by prediabetes. And despite this huge number, awareness of this public health crisis is negligible. Our task was to change that.
So instead of creating a standard TV spot to raise awareness around the test, we built the risk test into a direct response TV spot, so every viewer would know if they were prediabetic – in real time.
We also created geo specific print, newspaper, out of home and banners that drove people to DoIHavePrediabetes.org where they could also take the test.
Since campaign launch, the daily average of test completions went from 500-1,000 to nearly 8,000 daily completions.
372 pickups in the press led to over 3.5m viewers. For the first time ever, prediabetes became a part of a national conversation.
Hopefully all of Destiny's Child is prediabetes free now.
2016 Caples Awards - Finalist
Coverage highlights included Bloomberg News Online, CBS News, CNBC, CNN Money, Good Morning America, Univision, U.S. News and World Report, Telemundo, Yahoo! and local FOX, NBC, ABC, NBC, and Univision affiliates across the country.
Year two of Ad Council was tricky. 86 million Americans were still affected by prediabetes. And despite our success from the previous year, the ask was the same - how do we get people to take a simple test to understand their risk?
Well, we decided to take the success of putting the real time test in front of people via television to the web. We looked at online behavior to see where our target spends most of their time and decided to target them, right there, in real time with our test.
Lucky for us, they spend a lot of time looking at really cute stuff.
When Lucky Charms launched two new rainbow marbits they asked us to come up with something fun for the limited release. And while we didn't get to make our jumbo sized cereal hot tub float, we did get to make #LuckyToBe - a social good campaign that asked people to express why they are #luckytobe who they are. It was one of the first LGBT campaigns ever launched by a family brand and proved that simple ideas trump small budgets, limited time and big obstacles.
The campaign got some pretty cool press and even won some pretty cool awards.
Gold Regi Award - Outstanding Achievement in Multicultural Campaign
Ad Color Futures - Ad of the Year Award
AAF Mosaic Award - Multicultural Digital Media Usage
ANA Multicultural Excellence Award
ANA Multicultural Award Grand Prize Digital
ANA Multicultural Award Grand Prize LGBT
ANA Multicultural Award Significant Results
(One of my favorite quotes)
“Sometimes the best thing a brand can do is lean into the conversation that’s already going on around it. And that’s exactly what Lucky Charms, a brand that some people have always seen as a little queer, is doing, in part to support LGBT Pride Month.”
Losing weight is as hard for men as it is for women. And for some reason men don't like asking for help (say what?!). Weight Watchers wanted to change that. What came out of it was Lose Like A Man, a campaign starring a man who is able to eat his balls AND lose weight.
This was the first 360 campaign I ever helped create in my professional career and saw it air Christmas Day at a dive bar in my home town - not a bad way to kick things off.
Once upon a time I shot a campaign for Macaroni Grill that involved two of my favorite things: hunky Italian dudes and pasta.
Beyond my love for the two, Mac Grill needed to remind people that life is better lived when you're filling your belly with wine and tortellini, instead of looking at portfolio sites (or whatever it is you like to do...)
Copywriter: Chelsea Parks
A few years ago General Mills wanted to change the perception of sugary morning cereals. What came out of it was Hello Cereal Lovers digital campaign - a campaign designed to remind Moms and cereal fanatics alike that our favorite past time breakfast is still as wonderful and healthy as it ever was. Moms all over rejoiced and we got to make some pretty fun cereal GIFS.
13 Best Social Media Campaigns 2013: Postano
Internationalist Award for Innovative Media: Bronze
With the launch of Apple Pay, American Express wanted to assure card Members that the safety and security that comes with Membership would remain the same.
To convey that message, we went back through 50 years of American Express work to illustrate how payment has changed and to welcome the next evolution.
Now I can tell people I made a commerical with Jerry Seinfeld. Sorta.
The American Dream has changed. And whatever that looks like for you, you should be able to live it. This campaign isn’t about having a dream home. It’s about IKEA enabling you to create your best life at home.
A decisive and bold proclamation emblazoned on a flag communicates that, with IKEA’s support, anyone can live the dream they want.
(Even if that dream means building a six-drawer dresser that may or may not have lead to some excessive wine drinking. That may or may not have resulted in some very awkward tweets your in-laws may or may not have seen.)
The campaign includes holiday and brand TV and some very non pre-roll, pre-roll.
When kids go back to school they are already thinking about the last of day school. Parents, on the other hand, are thinking about all the supplies they need to get them through until the very last day. Lucky for them, they have Staples. And Oliver Gondry, our director who helped us shoot these backward commercials to help bring the idea to life.
Enjoy the flying school supplies.
One late night my partner and I came up with this campaign for Weight Watchers. It was bright, it was fun, and it was completely different from anything Weight Watchers had done.
Copywriter: Chelsea Parks