PIH is a global health organization building life-saving health care systems in some of the poorest places on earth. The mission is huge, the ad resources tiny. Luckily the organization had a library of exceptional photographs taken at many of its sites. In this digital campaign, authenticity, urgency and engagement are everything.
The six campuses of the University of Massachusetts teem with opportunities for the kind of research and scholarship you’d expect from a private university. Here for a Reason captured that reality on TV and an innovative wrap of the Boston Globe and digital ads positioned it as an economic engine for the Commonwealth.
This was an all-natural campaign for an all-natural energy bar, in a category dominated by athletic performance imagery at the time. I tapped British illustrator David Hughes, known for his quirky, storytelling style, to create the visual language for the brand, from the personal hiking stories right down to the product.
From its storied beginning in a Palo Alto garage, HP was a brand built on outthinking the competition. This magazine campaign included the consumer in the promise. I filled the left side of the spread with sketches by the industrial designers who created HP products and kept the right blank, with an invitation to engage.
When six local Catholic hospitals were taken over by what was to become the largest for-profit hospital system in the country they demanded a campaign that announced that things had changed. Decisively. I contracted artist Shepard Fairey. His iconic and disruptive images caught the eye of patients and investors alike.
For 150 years this health care system sat in the shadow of the internationally-known Cleveland Clinic, just up the street. No more. This campaign based the overarching mantra “Science & Compassion” on the excellence of the individual service lines, bringing the two sides of health care together for the people of Ohio.
The engine behind Merrill Lynch are the 15,000 financial advisors around the world who manage $2.2 trillion in client assets. They are an independent and entrepreneurial group not easily managed by emails from management. Emotional videos fired them up and united them around a common culture.
One of the many other Merrill projects was a complete touchscreen sales experience for their restaurant group to use at trade shows.
The Massachusetts Educational Financing Authority has a big mission to help families across the Commonwealth plan, save and pay for higher education. We created a strong, consistent online acquisition campaign with which MEFA can both promote products and builds a brand that is knowledgeable, accessible and relevant.
Northern Pass is a proposed partnership between Eversource and Hydro-Québec to bring hydropower to New England, but it needed a campaign for public approval. We went to New Hampshire to film a video for online and social distribution that felt authentic because it was an authentic and transparent airing of the facts.
How do you advertise one of the oldest jewelry stores in the country? This retail ad campaign was designed to the same exacting standards of craftsmanship and beauty as the pieces it talked about. A unique typeface was carefully hand-kerned and woven around the pieces the copy described, communicating timeless luxury.
Bentley is a different kind of business school. This is a hands-on university, proud of its reputation that its students are ready for the business world the moment they graduate. With an understanding that business is about more than facts and figures, it’s about what you do with them. And so this campaign was born
Massport is Boston Logan, a cruise port, a working port and two regional airports. Each serves the economy and the quality of life across Massachusetts. We kept the ads as simple and smart as international posters whether touting the advantages of new nonstop air routes, or raising awareness that Boston has a Cruiseport.
Lexus had a problem. When people went into a BMW or Mercedes dealership, they proudly paid sticker price. At Lexus, they haggled. A premium brand demands a premium price. This Team One campaign elevated all the Lexus models under one luxury positioning created with drama in the photography and wit and wisdom in the copy.
A health plan doesn’t provide care, but prides itself on its role in helping patients and providers manage care. They’re driven to create innovative programs and reach out to members. 15 second TV spots, online ads and outdoor communications spread the word: Tufts Health Plan was redefining what a health plan can do.
Where better to share children’s stories that are written or illustrated in Massachusetts than places where kids can play. A simple thought, complex logistics. The space was full of doors, video screens, fire alarms and seating. And authors, artists or their estates often had opinions about how they’d prefer to appear.
The annual Children’s Hospital walk is one of the biggest public fundraisers for the hospital. Based on the idea that you care the most when you know someone who’s life has been touched by the hospital, we decided to introduce people to those kids. Real families telling real stories = a low budget but high impact campaign.