“The Prize Is Inside”

This city block long billboard launched Special K’s Resolution initiative in January of the new year. “The Prize Is Inside,” campaign included OOH, print, tv, and digital advertising. Hoping women would realize the many rewards associated with eating Special K products.

Collaborated with client and account service team to refine brand strategy and positioning of Special K portfolio of products. Established positive synergetic working relationship with client and account service team. Developed and executed integrated advertising campaign including print, TV, and OOH.

“Cards Work”

Hallmark sold 63 million cards in the first 3 months of the launch of the award-winning integrated campaign, “Cards Work”. It was the largest and most important product launch in company history.

Developed, executed and designed print, tv, and POS. A new brand strategy, and tone of voice for 99 Cent product line was established. The TV and print won Cannes Lions and the print was awarded the MPA Kelly Award.

“Let Them Create”

Crayola’s “Let Them Create” campaign brought the brand back to its imagination roots. The brand was lost in new product innovation and had forgotten what they stood for. The rebranding of this integrated advertising campaign exceeded client’s expectations and retail sales soared. Oversaw concept development, brand positioning, strategic vision and execution; leading several creative teams. The TV was honored in the One Show and AICP Awards.

Genetics: Decoding Life Exhibit

How do you make a Genetics Exhibit seem exciting and matter to the average Chicagoan? Living billboards that helps explain why we are who we are, of course. Actors wearing t-shirts posing curious questions about themselves walked through public areas and crowded Chicago bars, to announce the opening of the Museum of Science & Industry’s Genetics exhibit handing out fliers and t-shirts. The PR received from local tv stations was priceless due to the budget constraints. The campaign also included outdoor advertising on bus shelters and subway trains. Beautiful portrait photography and headlines that challenged conventional norms about how we perceive one another caused this campaign catch people’s attention.. The exhibit exceeded clients expected attendance results.

Produced and managed creative process and teams. Defined brand tone of voice, collaborated to define brand identity and strategic direction based on MSI’s exhibit offerings.

“What will you gain when you lose?”

Leo Burnett- Freelance
Developed and executed global creative platform, leveraging the U.S. “What will you gain when you lose?” advertising campaign for Australia and Canada.

Custom illustrations were used for the print, OOH, and digital campaign to appeal globally towards women. Ideas were integrated across several Special K brand categories for their portfolio of products. Collaborated with partner agencies in Australia and Canada to execute tv, digital and print, ensuring creative transferred across culture lines.

“Green Is Good”/ Sad Girl

A light hearted way to show how ice cream is not just for kids. Healthy Choice gives adults permission to eat all the ice cream they want and not feel guilty about it.

“See Veggies Differently”

What if eating your veggies was something you looked forward to? A delicious treat that made you think of vegetables in a whole new way. The “See Veggies Differently” campaign for Morning Star Farms repositioned the tired brand bringing new creative direction, insight, tone and a whimsical personality to reinvigorate the line of products.

Developed and executed integrated advertising campaign including print, TV, OOH, digital, social media. Worked together with outside digital agency to execute social media campaign, promotions, recipes and website. The animated, cartoon style videos went viral and were a huge success, in click through rates to the MSF website.

Jimmy Fund/Boat

Statistics can be powerful when matched with the right imagery. This elegantly shot film leaves you thinking, “What if…” with a simple, heartfelt moment shared between friends. Several spots were shot for this campaign and this is one that touched many hearts.

Flowers

Stop & Shop’s “Selection Campaign” included a variety of clever and humorous 15 second vignettes telling stories how customers had many options to choose from for their favorite products.

Developed and created tv, print, and POS.

Titanic Exhibit

This campaign shared a few of the many passenger’s stories hoping to be told with the sinking of the Titanic. The full page newspaper ads were placed in the Chicago Tribune and Chicago Sun Times to entice Chicagoans to visit the exhibit to learn more. A PR stunt of a sinking billboard in Lake Michigan that simply read, “Titanic” generated much hype. The exhibit was one of the most successful the museum hosted.

MP3 Freedom

Several illustrators were used for each advertisement in this campaign to explore different genres of music. Giving the consumer the freedom to discover new music effortlessly with 160 XM satellite radio.

“The Prize Is Inside”/Special K Snacking Initiative

As part of the integrated, “Prize Is Inside” campaign, Special K wanted consumers to consider cereal as a snack, not just for breakfast. Eye catching photography placing cereal in ice cream scoops and cupcake wrappers showed a new way to think of cereal.

Developed and executed print campaign that strategically repositioned breakfast cereal as a new snacking alternative across all flavor variants. After launch of print campaign sales were up 17.5%.

Very few brands can get away without featuring the product in their advertising. Hush Puppies is one of them. This branding campaign for Hush Puppies shoes embraced the nostalgia of the brand while keeping a contemporary feel, without forgetting its roots.

“Good to Go.”

Kelloggs wanted Nutri-grain to be top of mind when you are on the go and need a burst of energy. A simple, but eye catching visual was used to show Nutri-grain bars were synonymous with energy.

Developed and produced integrated advertising campaign including print, OOH, TV and radio. Oversized billboards were strategically placed to look as though the Nutri-grain planes and rockets were flying through the air, using the outdoor media space expertly. The campaign was well received and had strong sales results in market.

“Asking Saves Kids”

Charged with getting parents to simply “Ask” another parent if they own a gun is a large undertaking. This provocative campaign used imagery of the perfect family home with disturbing headlines to make parents think about posing such a bold question to keep their kids safe. The website, AskingSavesKids.com was a straightforward call to action to persuade a parent to consider the question.

This social media campaign for the Elmhurst Art Museum was designed to launch on Instagram and Facebook. The advertising invited you to play 18-holes of mini-golf at a museum. National and local artists designed each hole creating a unique collision of recreation and art. The campaign was meant to be fun and disrupt your preconceived notion of a typical museum experience.