We had the incredible opportunity to spearhead three consecutive Olympic campaigns for Visa.
Starting in 2008 and the Beijing games. Games that were beset by the allegations of human rights violations, which had marketers running scared. So we came up with Go World. An idea that didn't celebrate a product, it celebrated humanity. Simply telling the stories of the amazing athletes that help to bring the world a little closer together every few years.
It quickly became Visa’s most successful sponsorship campaign ever and was the first Olympic campaign to do real-real time ads. Congratulating Michael Phelps, and others, seconds after their victories happened.
There were a lot of animal welfare organizations in LA. But not a lot of coordination between them. We came up with the No-Kill Coalition, and NKLA, to bring together all of the different organizations and unite them in a common cause. Specifically making Los Angeles into a no-kill city. And it's been wildly successful. Completely changing the way pets are adopted in the city. Partially due to NKLA adoptions centers, which we helped design, and which make the experience an incredibly positive one. Most importantly, by 2017, Los Angeles is set to become a no-kill city.
We had this really cool idea. That we pitched to about five different clients in one form or another. And it never got done. And we’d kind of forgotten about it. When Scott Brown, a brilliant art director/ACD at Chiat came up with a typically brilliant way to spin it where it could work for a Nissan thing he was working on. Specifically Nissan’s annual sponsorship of the Heisman trophy and the “chase” for the trophy that takes place every year.
Honda had been put into review. And one of the first things we worked on when we first became freelancers was an Odyssey campaign, specifically to tout the addition of a vacuum, that was the primary component of that review. We came up with the idea of talking garbage and Gummi Bears, and RPA won the review.
The second car campaign we created for Honda was for their redesigned Civic. Which is aimed largely at millennials. This campaign played off of the idea that in a world of bad news, and depressing headlines, there is reason for optimism.
In 2011 we created the Grammy's “Music Is Life Is Music” campaign. Which was built around the insight that music is our audio autobiography. We created a mobile app that let people map out and share their own personal musical journey, while TV and billboards were used to tell the story of famous artists’ musical journey, and to drive people to the experience. Resulting in an engaging digital platform, and the highest ratings to date for the broadcast.
Go World had been hugely successful for Visa in 2008 and 2010. In 2012 we introduced the idea of a "global cheer". An online platform that gave people in countries all over the world the opportunity to “cheer" like never before. With motivational texts, photos, videos and by watching and sharing our content. And it worked. We had hoped for around 14 million “cheers”. We ended up with nearly 70 million.
Pioneer didn't have the money of its competitors. So it wanted a campaign that would stand out, and, as it was their first global campaign, it needed to work without relying on a lot of words and explanation. So we made the bold choice to do virtually everything in black and white, and let the evocative images tell the story.
E-trade was looking to move away from their iconic "talking baby" campaign and appeal to more serious traders. In these spots Kevin Spacey does Kevin Spacey things and celebrates those traders. Which E-Trade dubbed "Type-E".
We were tasked with creating an emotional campaign for J & J that wasn't about a specific product, but was about them as a company. So we came up with "For all you love." Which speaks to the fact that whether it's band-aids, soap or shampoo, they all have one thing in common.
The Visa "go" campaign won Chiat/Day the global business and became Visa's first truly global campaign. Launching simultaneously in countries around the world and serving as an invitation to get out there and live life to the fullest.
As part of our coast-to-coast tour of advertising agencies, we spent a year or so in Detroit at BBDO where we froze to death, ate too much and worked mostly on Chrysler. Specifically the retro PT Cruiser, which had just been turbo boosted.
In 2010 we capitalized on one of the things that had defined the first Go World campaign, real-time congratulations ads, and took it to the next level. Producing dozens of different versions of spots that would run depending on what happened. Celebrating athletes in the moment, and making people everywhere wonder how we'd done it and if we had Morgan Freeman locked in a recording booth somewhere.
Vegas baby! People actually live there! We did for years, in fact. It’s where we met and started working together and while we were there we did some pretty fun stuff. Most of it for a series of different offbeat events being held in Laughlin Nevada, which is like Vegas’ weirder, smaller, cousin.
Ratchet and Clank is famous for its outrageous, ridiculous weapons. This campaign brought those weapons out of the game, and put them in the real world.
The rules of the London underworld, be glad you don't live by 'em. In the campaign you see how the twisted morality that defined The Getaway games translates to everyday situations.
Michelob is actually a pretty good beer. No, really. But people thought of Michelob, if they thought of it at all, as old school and “their dad’s beer”. With this campaign we wanted to freshen up the Michelob image, but do it in a way that actually took that old school feel and turned it into a positive.
Mars wanted to get into the fresh Asian food market. That was all they knew. So we had the amazing opportunity to create a brand from scratch. From the backstory to the logo to the advertising to the website to the packaging. And even the recipes. And we came up with 7 Paths. A fresh, Asian stir-fry brand based on the culinary adventures of different people as they traveled across Asia.