CPG - extended samples
Clorox - Bleachable Moments Facebook experience
Roles: Freelance Creative Director, TPN/Omnicom | The story: Clorox set out to reinvigorate a 100-year-old brand toward a younger demographic. This campaign put a humorous equation together: Oops + Yuck = a Bleachable Moment. Users were asked to share their personal Oops + Yuk moments via Facebook to enter a sweepstakes. Mom/icon Bethany Frankel participated and provided her own examples to increase engagement. The brand provided solutions to the “moments” using variations of bleach & water measurements, plus application instructions. Families, friends and celebrities shared over 21,000 moments via Facebook. My role: Covering for a CD on paternity leave; I managed the client relationship and development of the Facebook app. The team included two designers in Dallas, TX and a development team in Alberta, Canada.
Brita Challenge at Walmart.com
Roles: Freelance Creative Director, TPN/Omnicom | The story: The Brita Challenge created a healthy goal of consuming 8-10 glasses of water over a 4 week period to help promote Brita pitchers, bottles and faucet mount systems. Media tie-ins with The Biggest Looser on NBC, drove consumer interest. My roles included: Managing the Brita client relationship plus the online media and landing page UI/build for Walmart.com. Messages for media testing aligned with: Contextual, family, health and a sports categorized message matrix. The team included a copywriter, designer and a development team in Alberta, Canada
Clorox Concepting
While at TPN, I led a number of brainstorm sessions; guided copy/design teams to create concepts/presentations to key clients and IMC partners. The results... client praise for concepting that led to:
- Clorox wipes added to back-to-school supply lists nationwide
- Hispanic market cold/flu prevention
- Pine-Sol Deep Clean Diva competition
- Grilling.com/Walmart messaging/events
Kraft - Lunchables
Roles: Freelance Conceptor, Strottman | The story: In 2003, our goal: develop concepts to help revitalize the Lunchables brand via fun, social interactions and kid’s interests. Lunchables was loosing momentum as a go-to lunch choice for moms. Deliverables included write-ups of 22 possible ideas based on: Humor and personalization platforms. My role included brainstorming; writing the overview of the experiential ideas and developing moodboards to help further illustrate the broadest concepts. Kraft purchased these ideas. See brainstorm notes.
Tylenol 8-Hour ProPower Training
Role: Creative Director, Frankel/Publicis | The story: In 2003 Tylenol/Johnson & Johnson provided a brief to help launch Tylenol 8-hour and tie it into a partnership with Bally's health clubs and the NATA. So after some concepting I came up with the idea that new trends in fitness cause a bit more pain than usual, especially if there are new muscles tested. So why not create an exclusive workout that shows fitness-seekers how to train like pro athletes in 3 competitive sports. Then we rotate the sports every quarter...the perfect blend of fitness and pain. The clients were "pumped" about the concept while the local events included both celebrity appeal and consumer excitement.