Brief:
Get busy holiday shoppers
Who usually choose Uber
To consider hailing a Lyft instead
By making a Lyft ride more fun

The idea:
Combine the joy of Christmas with Lyft's upbeat brand. How? With ugly Christmas sweaters (on the cars) and caroling (in the cars).

First we partnered with artist Jessie Hemmons, famous for creating incredible yarn-based street art all over the world.

Then we outfitted each backseat with a karaoke screen loaded with Christmas carols so passengers could sing in their own merry way during their rides.

We also donated 100% of each passenger's fare to a special charity — Martha's Table, which provides food and education resources for families who are down on their luck.

Passengers loved them. So did passersby.

Featured in:
Ad Age Creativity
PSFK
Adweek
The Drum
Trend Hunter

Brief:
Get guys of all ages
Who are oblivious to tampon access issues
To empathize with period inequality
By making them aware of the problem in a way they can understand

The idea:
Toilet paper is free in public restrooms, so why aren't tampons? It's the same basic human need.

To help men understand what it's like to be forced to pay for something that's, well, basic, we partnered with Period Movement, an organization that works to create period equality.

We then built a coin-operated toilet paper dispenser designed to work like a pad and tampon dispenser and installed it in men's restrooms. If you need it, you gotta pay for it — just like tampons.

The stunt made an impression on men (and the media).

Results:
Total Impressions: 81.2M
Media Impressions: 10.3M

Featured in:
Adweek
Campaign
Glamour
Little Black Book
Global Citizen

Brief:
Get adults of all ages
Who are on the fence about the vaccine
To decide "yes"
By showing how it will help them get back to normal

The idea:
We decided to focus on happy memories — getting people to think about all the special moments they've experienced with the people they love. And then showing them how the vaccine can help them get back to that life again.

Brief:
Get show attendees
Who think innovation has slowed down
To get excited about what's coming
By reminding them what it takes to create new innovations

The idea:
CES is the world’s premier consumer tech show. Every year, innovators from around the world — including brands like Google, Sony, BMW, Samsung, Daimler, WarnerMedia and hundreds more — debut their latest products and services to more than 120,000 attendees and tech journalists.

This video promoted the show and set the mood for attendees to get them excited about what they were about to experience.

We also created integrated marketing campaigns to promote ticket sales and sign up new exhibitors, with each show selling out.

Brief:
Get business owners
Who want to enhance productivity
To see how Slack can help them do it
By communicating how it's helped other companies

The idea:
Slack is the work communication platform that's blown up, already valued at nearly $30 billion even though it hasn’t done much marketing.

When they decided to start doing some advertising, they asked us to communicate the factual benefits that current Slack users are experiencing. We started by approaching it from a more human angle — focusing on the joy that comes from simpler, more efficient communication at work.

Featured in:
Adweek
Business Insider
The Next Web

Brief:
Get NPR listeners
Who like its news and culture reporting
To download the NPR One app
By communicating how it can help them understand the complex issues they're interested in

The idea:
The NPR One app learns the kinds of things you like to listen to, then offers similar podcasts, interviews and news, automatically.

Less searching, more listening (and learning).

And the key insight was that because the app understands what you want to listen to, it’s easier to learn about the world around you. It’s like your own personal broadcast.

The digital and OOH campaign helped communicate its big benefit: Every time you tap the Play button, you get the information you’re interested in, instantly.

Brief:
Get young and established affluent home buyers/sellers
Who are thinking of using the newer data-driven realtors
To reconsider using Sotheby's
By communicating its unmatched level of human personal service

The idea:
We found an insight that opened the door to both audiences: While popular real estate companies like Compass excel at algorithms, Sotheby’s human expertise and jaw-dropping levels of personal service set it apart. It’s understanding and dedication that AI and data simply can’t match. That’s what interests newer, younger clients and keeps established clients coming back.

Also, a challenge: We had to create the new campaign so it would work with Sotheby’s customized advertising platform. This platform allows realtors from all over the world to tap into the assets and customize them to work with their own brokerage branding and adapt for cultural and language differences.

What we created did just that: customizable video, social, digital and print assets that unified the branding and marketing messages around the planet.

The campaign and easy-to-work-with design system was a huge hit with Sotheby’s and its realtors, with the overwhelming reaction being “This is exactly what we we’re hoping for.”

Brief:
Get women in general and female building managers
Who already know the frustrations of outdated tampon machines
To become aware of a better alternative
By getting them to find out details about Hooha

The idea:
Just about everything has advanced thanks to tech, with one glaring exception: tampon dispensers. They haven’t improved since the ‘60s, literally. The tech industry is mostly men, so it’s no wonder women’s needs get ignored.

So my agency, Huge, decided to change things.

We developed Hooha, the world’s first smart tampon dispenser. Just send a text to that particular machine and get a free tampon. Boom, done. No broken knobs, no archaic coin slots, no need to pay.

To help open people’s eyes to the need for better dispensers and create awareness of our new solution, we created a snarky series of stickers and slapped them onto crappy old machines, driving people to the Hooha website to get the details.

Brief:
Get people of all ages
Who menstruate
To get more comfortable talking about menstruation
By reading other people's stories about getting their periods unexpectedly and sharing their own

Idea:
Everyone who menstruates has a blood-curdling horror story. They didn't expect it, then boom (or rather boo!), there it is. So Hooha, the smart tampon dispenser developed at Huge, partnered with #HappyPeriod to tell the horrifying tales that can happen when you get your period unexpectedly. And in doing so, make them less scary to talk about.

As Halloween approached, we posted our period-related takes on classic horror films all over social, along with fake film reviews, and invited Hooha and #HappyPeriod’s followers to contribute their own Period Horror Stories. It was all designed to get people talking and help counter the stigma around periods.

ACD / Illustrator: Kristen Giuliano
Copywriters: Scott Muska, Steph Loffredo, Gari Cruze
Associate Director, Social / Hooha Founder: Steph Loffredo

Brief:
Get everyday athletes and weekend warriors
Who are shopping for sunglasses in store
To buy from Sunglass Hut
By helping them see how sport sunglasses can help them perform better

The idea:
Sunglass Hut wanted to create an in-store display that would help customers experience how the eyewear protects them from elements like wind and glare.

So we did just that.

The Apex Explorer Chamber is a conditions simulator with touch-screen technology, glare reflectors and real wind turbines. (The video shows the prototype we made. The photos show the actual simulator in store, plus various screen shots.)

Customers put on sunglasses to see how they protect against the sun's glare and feel how they deflect wind while they're watching POV footage of mountain biking, snowboarding, rafting, motor cross, skydiving, and more.

The overall experience is not only fun, it helps increase the amount of time customers spend in store. And the experiential element, along with the rational benefits provided on screen, help sales reps close the sale.

Brief:
Get college students
Who have misconceptions about financial aid eligibility
To apply for student aid
By countering all the most common myths

The idea:
College students have lots of misconceptions about financial aid. They think they’re not eligible because their parents make too much money, or because their grades aren’t good enough, or because they don’t have good credit. But in fact, nearly everyone is eligible for some kind of aid.

So we partnered with Adam Conover, star and host of TruTV’s show Adam Ruins Everything and Netflix's The G Word. In each show, Conover reveals the real truth behind everyday myths. And he has millions of college-age fans who watch him BECAUSE he counters their misconceptions. To them, he’s a trusted source.

And the campaign—including a video with over two million views—delivered a 21% increase in financial aid applications compared to the year before.

P.S. The video also featured Saturday Night Live cast member Ego Nwodim.

Brief:
Get pool owners
Who think pool care products are boring, parity items
To think of HTH Pool Care products first
By doing fun stunts involving pools

The idea:
HTH makes pool and spa chemicals. Chlorine, sanitizers and whatnot. Not exactly exciting stuff.

So how do you make chlorine sexy? One way is to make the chlorine company a little more human and fun.

Our first stunt video featured kids performing a choreographed Las Vegas Bellagio-style water show with water guns, and has gotten more than 1.8 million views so far. It was featured on websites like Chicago Tribune, MemeMachine and the MSN.com home page, plus was shown on the Discovery Channel show Daily Planet.

To create the unending streams of water, we customized the plastic water guns ourselves, then rigged them to 12 different hoses attached to two neighborhood houses. (Whatever you gotta do to make it work, right?)

For the second video, we built a full deck and pool inside an office building to surprise workers.

We also re-edited and re-shot some of their existing instructional videos, plus added graphics to make them easier to follow and a little more playful.

Brief:
Get tourists and Chattanooga locals
Who don't know about Paddy's Pub
To know it exists and what its vibe is
By communicating the pub's dual personality

The idea:
Paddy’s Pub is an Irish drinking establishment located in Tennessee. So it’s got a unique blend of Celtic origins and Southern hospitality. This campaign let new customers (especially tourists) know what they could expect when they walked in.

Brief:
Get current/potential P&G customers
Who don't know P&G is the company behind so many beloved products
To see P&G products as the preferred choice(s)
By showing how its breadth of products impacts their lives

Idea:
Procter & Gamble is the company behind more than 50+ brands including Tide, Bounty and Duracell — brands that people love and use every day. But too many people don't know that P&G is the innovative company behind them.

That's when The Everyday Effect was born.

Similar to the idea of "the butterfly effect," The Everyday Effect is what happens when a cleaner shirt (Tide), a brighter smile (Crest), or a restful night without a leaky diaper (Luvs) helps change the outcome of an entire day.

This campaign includes a centerpiece based off the functionality of the successful "P&G Thank You Mom" campaign's Facebook page, but in this case users are able to not only share how P&G products help them, they can also upload photos and videos.

The additional pieces of this campaign include emails, a YouTube reskin, iMedia, and web pages.

Brief:
Get younger potential customers
Who think Folgers is old and stodgy
To think of the brand as cooler than expected
By refocusing the website on coffee moments that matter to them

Idea:
Folgers is the number one coffee brand in the U.S. — even bigger than the mighty Starbucks. It's been here for more than 150 years, too. But the increasingly crowded coffee aisle, plus people's changing attitudes and buying behaviors, meant a refresh was in order.

The goal was challenging: Keep the mature, loyal customers who identify with Folgers' rich history, while attracting younger customers, especially millennials. Obviously, growth depends on a newer a generation developing a relationship with the brand.

One way we're helping do that in the digital space is with a brand new, fully responsive website.

Website. The brand message: That little moment you spend with Folgers, no matter what time of day, is the catalyst that helps you make the day happen.

Psychological studies show that telling your goals to others actually helps spur you to reach those goals. And with this new website, the home page itself allows you to declare your day's purpose, then share it out to your friends on social channels. Each share is accompanied with a campaign hashtag: #MakeTodayMatter.

App. There's something new for mobile, too. The Folgers Hello Sunshine app combines technology and your phone's camera, allowing you to create fun, custom photo greetings, then share them with friends through social channels or email.
 

Brief:
Get parents and snack buyers
Who think most granola bars are unhealthy and filled with preservatives
To consider buying Sunbelt Bakery snacks
By communicating they're baked and have no preservatives

The idea:
Sunbelt has been making granola bars and cereals for more than 30 years.

One big problem for the granola industry is that customers have grown more concerned about ingredients like high fructose corn syrup and preservatives.

So recently, Sunbelt decided to rebrand itself with a story customers didn't know: It's actually a granola bakery that uses wholesome ingredients and no preservatives.

These TV spots focus on the bakery story, complete with a baker as delivery man (more frequent delivery is part of their story as well). The spots also have the wholesome tone that Sunbelt is known for.

The in-video iMedia was part of the preroll video buy, and allowed users to explore the new brand and its products without having to leave the video screen.

The radio spot is a humorous take on the reality of the cereal aisle, with a spin that communicates the wholesomeness of Sunbelt's granola cereal.

Brief:
Get adults of all ages
Who are tired of continually trying (and failing) to get healthier
To discover an easier way to long-term health
By creating an app that helps them build on small wins

Idea:
Why do people get discouraged about their health and fitness? Because they've tried and failed too many times. Or they don't have time to go to the gym. Or they don't know where to even start.

Meeting people where they are is the idea behind Streaks for Small Starts. It's a health and fitness app designed to help people get started by taking the tiniest healthy steps.

Drinking a little more water every day.

Taking the stairs instead of the elevator.

Adding just one serving of fruit to their daily meals.

Ridiculously small steps like these are SO easy anyone can do them. And once they start a streak of success, it helps them stay motivated to keep going. By using Streaks, they can get daily reminders and high-fives from other people using the app, too. Add all these small steps up, and over time they lead to big health changes.

Featured in:
 USA Today

Award:
Best in Show/Digital at the ADDY Awards

Brief:
Get premium coffee drinkers
Who believe Millstone is a generic store brand
To see it as an affordable premium brand
By elevating the brand's web design and telling its premium story

Idea:
Millstone is an affordably priced premium coffee sold in grocery stores all over the nation. But (there's that dreaded word) because of its boring, easy-to-miss packaging, many shoppers perceived it as a generic store brand.

Millstone needed a rebrand. Badly.

So once a new package design was created, we went to work on the digital space. With its new website, we helped change the perception of the brand into a premium-yet-approachable coffee dedicated to those who appreciate the process of a finely crafted cup.

It starts with a rich, premium feel to the design. Then, a full story detailing the origins of Millstone's Arabica beans and the care their master roasters take in crafting them. Short, helpful how-to videos feature a light yet sophisticated tone.
Product pages are written with SEO in mind. And recipe pages are easy to follow.

Of course, we carried the new look and tone across Millstone's entire social presence, too.

Brief:
Get Momentive customers and potential customers
Who have a hard time finding the product they're looking for
To easily find it (while enhancing Momentive's brand)
By creating a new website focused on easy search and helpfulness

Idea:
Momentive is kinda like BASF — they make chemicals and materials that make other stuff better. Stuff like car upholstery, plane wings, circuit boards, flat panel displays, medical technology. You name it.

Problem is, they make so many products in so many categories that site visitors were having a hard time finding what they were searching for.

The solution: Mega Search.

We designed search right into the home page headline. Users simply type in the term they're looking for, and the search results automatically populate, all organized for easy discovery. It's fully responsive for access on any device, too.

Brief:
Get adults
Who think Egg Beaters are as unhealthy as real eggs
To understand how much better Egg Beaters are
By showing how switching from eggs to Egg Beaters would improve their health

Idea:
Lately, regular eggs have taken a beating in the press, all thanks to three words: fat, calories, cholesterol.

But switching from regular eggs to Egg Beaters can reduce all of them. And the longer you eat Egg Beaters, the more benefits you get.

Many people still don't know how much healthier Egg Beaters are, though. Or how much better off they'd be if they switched.

So we created a calculator that does the math for them. Just plug in how many shell eggs you typically eat each week, and the calculator tells you how many calories, fat grams and milligrams of cholesterol you'd avoid if you ate Egg Beaters instead.

The calculator is now the focus of the website, and we're even considering an API that can be incorporated into other health-related sites.

Brief #1:
Get contractors
Who typically use less-effective rebar concrete reinforcement
To choose Fibermesh reinforcement
By showing how incredibly strong it is

Idea:
Propex is an American company that makes concrete reinforcement materials for roads. They're damn good materials, too. A little more expensive, and worth it.

This ad for its Fibermesh product was aimed at contractors who typically use less-effective rebar (those long metal rods) to reinforce their concrete. Obviously, it was an eye-catcher in the trade pubs, which tend to be snooze fests.

Brief #2:
Get contractors
Who typically choose cheaper, foreign-made concrete reinforcement materials
To use their stimulus money to buy American materials instead (and thus, Propex)
By appealing to their desire to help the US economy

Idea:
A removable sticker placed on real $1 bills and handed out to contractors at trade shows. All designed to get their attention and encourage them to visit the website for more details and get the full persuasive argument.

Brief:
Get the US government
Who can often be careful about who it offers grants to
To see EPB as deserving of a grant to expand its network
By getting its amazing service performance noticed

Idea:
EPB is an innovative utility company in Chattanooga, Tennessee. Not only do they provide electric power to hundreds of thousands of customers, their fiber optic network offers the fastest Internet speeds in the country.

Yes, I mean the fastest — up to 25 Gigabits of speed (in other words, 25,000 Mbps) — available for anyone in their service area. Which is why tech startups are setting up shop there.

When the company was applying for a government grant that would help it expand its fiber optic network, it needed an annual report that would get the right people's attention. And they needed it to tell their story in a unique way.

So we created a pop-up storybook.

It got the right people's attention. EPB got the grant. And the annual report got featured in Print Magazine's Regional Design Annual.

Later, as the fiber optic network was being built, we created another annual report, this one made exclusively for an online audience. Here are a few pages from it.

Brief:
Get adults
Who can't get typical wireless service because of credit issues, cost or because they hate contracts
To choose Bark mobile
By communicating it's not a dreaded contract-focused wireless service

Idea:
Teaser outdoor. Before the service launched, we created a teaser campaign that hinted at what was to come: a service with no contracts, no minute limits, and no shockingly big bills.

Website. Once the service launched, so did the website. Simple, easy to navigate, and kinda purty.

Radio. We went with humor. People seem to like humor.

Brief:
Get adults in the Chattanooga, TN area
Who don't know about McKamey Animal Center's annual fundraising + workout event
To donate in exchange for a workout from a certified trainer
By communicating the offer in an eye-catching way

Idea:
This poster helped publicize McKamey Animal Center’s annual fundraising event: Donate $25, and in exchange you get a killer, sweat-inducing workout from a certified fitness trainer. This got potential donors' attention before the big day.

Brief:
Get serious bicyclists
Who don't know about Litespeed's newly updated models
To consider buying one of them
By communicating their smoother-riding forks + more aerodynamic frame

Idea:
Litespeed is one of the most technologically advanced bicycle designers in the world. A few years ago, Lance Armstrong even rode one to a Tour de France victory.

Yeah I know, I know.

Regardless, they're badass bikes. And when they introduced two updated models, they wanted print ads for the bike magazines.

The first, for the Litespeed Antares, focused on its new vibration-absorbing rear fork.

The second, for the Litespeed Vortex, communicated the main benefit of its new, more aerodynamic frame.

Brief #1:
Get truck drivers
Who are constantly switching jobs because the trucks are old and worn out
To consider working for U.S. Xpress
By communicating that its trucks are new with all the bells and whistles

Idea:
In the shipping industry, annual driver turnover is nearly 100%. No, seriously. Which means driver recruitment is a big deal.

Print ads like these helped change the game for U.S. Xpress — the fifth largest shipper in the U.S. — by getting drivers' attentions and increasing applications. And when other major shippers in the industry tried to copy the style and tone of the ads, it showed just how much impact the campaign was making.

Brief #2:
Get owners of small delivery companies
Who were struggling due to the bad US economy
To partner with U.S. Xpress
By getting their attention and communicating why that partnership would help both companies

Idea:
When the recession hit and gas prices started to soar, many smaller shipping companies suffered, even to the point of shutting down operations.

But since U.S. Xpress still had plenty of freight to ship, it decided to partner with these smaller companies to get the job done — a win-win for each company.

How would it contact them? Direct mail. Or technically, direct delivery (tomato, tomah-to).

Each piece in this campaign cost upwards of $50, but the company reached its partnership goal way before the budget was reached.