(Unconventional Convention Collateral)

How do you get a few thousand cattle ranchers excited about a new Beef campaign with less than a thousand dollars in your budget? Give them a chance to show their love of all things steak wherever they go. These bumper stickers weren’t high-tech, but they sure were high-impact.

Copenhagen: Crop To Can (Online Video)

Lots of brands boast about craftsmanship. Copenhagen is built on it. The dark fire tobacco that goes into every can of Copenhagen is one of the most labor-intensive crops in the world. But you don’t get to be the second oldest active trademark in the United States by doing things the easy way. This video celebrated the farmers who put in all that hard work and helped us launch a refreshed FreshCope.com. A fresh introduction to a nearly 200-year-old brand, we knew our dippers would see their own dedication in the process.

Marlboro Nights Out (Content Series)

Marlboro Country can seem old and dusty to a modern menthol audience. But the ideals of exploration, expertise and experience that drove the Marlboro Man still ring true to today’s consumer. Marlboro Menthol took them out of the West and into the night, positioning itself as a confident and connected leader in the space. This ongoing content series at Marlboro.com delivered an elevated look at all things afterhours while driving over 1,000,000 unique visitors online with each installment.

Pacific Gas & Electric (Integrated Campaign)

After a decade of mistakes and mismanagement, California’s largest utility company had a trust problem. A big trust problem. A “we-accidentally-blew-up-a-town-sized” trust problem. New leadership was committed to institutional change and massive investments in safety. But first, they needed to convince the community, their customers and, most importantly, their own employees that change was even possible. This integrated campaign not only made the promise, but also showed the progress along the way. Consumer confidence scores soared 30% in the first three months alone. And the campaign, boosted by a behind the scenes video and internal comms plan, gave 20,000 PG&E employees the chance to hold their head high again—at least for a little while.

(Online Video)

The West. It’s always been difficult to describe the majesty and might of Marlboro Country. So we decided to let those who call it home take a crack at it. More than 60 years after the inception of the Marlboro Country campaign, we mic’d up the Marlboro Man for the first time and asked him about the land he calls home. The results were better than anything we could have written.

Marlboro Black (Content Series)

Marlboro Black was born to be the rebel side of the brand. It had grown from nothing into one of their most successful line extensions. Built to be a fresh take on the timeless ideals of exploration and discovery—it connected with a new audience and modernized the brand. This online content series at MarlboroBlack.com deepened our mantra of “Navigate The Unknown,” delivering untold stories of people pioneering all kinds of fringe scenes across the country. It captured millions of eyeballs and grew share—all while expanding the relevance and reach of the overall Marlboro brand.

(Print Campaign)

Beef. It’s what’s for dinner. But, not as often as it used to be. Deep down people still love steak. It’s primal. So this print campaign for the National Cattlemen’s Beef Association was designed to bring out that carnivore a little more often. By reigniting people’s passion for the sizzle of steak, we inspired them to listen to their taste buds and put more beef on their dinner table.

Marlboro Menthol Chasing Midnight (Integrated Promotion)

How do you convince an audience who is always seeking new and different experiences that you’re an expert in the after hours? By documenting and delivering one epic night out in every single time zone on the planet in one massive promotion. Nearly 1,000,000 visitors spun the globe for a chance to win a trip to whatever nightlife hotspot they landed on. Unique bite-size content from 24 cities around the globe was captured, created and posted for visitors to explore. And explore they did. The most successful Marlboro.com promotion to date earned almost 9,000,000 entries in just 8 weeks—and further established Marlboro Menthol as relevant and rewarding alternative.

Skoal BetterDays (Integrated Promotion)

A Pinch Better. It was a good tagline. But it made an even better mission statement. To activate our new campaign we wanted to show dippers across the country how far Skoal was willing to go to make their day. So we worked a little overtime and developed an event and online promotion that simply asked dippers what they enjoyed doing—and delivered the goods to make it even better on the spot.

(Print Campaign)

For almost 80 years, Skoal was the most approachable dip in the category and had the share to show it. But the marketplace had grown more competitive, the campaign had become invisible and that share was slipping as a result. So we kicked off our 80th anniversary with a new campaign that leaned into Skoal’s greatest strength. With more varieties, flavors and form, Skoal didn’t take itself too seriously. And our dippers appreciated we were always there to make the good times better. This fresh look and sunny attitude helped to reverse those negative sales trends and reminded guys why they loved having Skoal riding shotgun.

(TV Spot)

Alzheimer’s disease sucks. It sucks for those people suffering from it. But it’s especially sucks for all those people surrounding them. Family. Friends. Coworkers. Neighbors. They feel helpless in the fight. We wanted to let them know we heard them. And the Alzheimer’s Association was here to help. Through the storytelling in this spot, we helped launch one of the most successful fundraising years in the Walk To End Alzheimer’s history.