copy + positioning + direction
From brand positioning and campaign ideation to copy and direction,
here are a few of my favorite accomplishments.
Heineken
Heineken needed some ideas for their new mini CO2 Technology kegs. I obliged and created their Good-Bye/Hello Heineken campaign for TV and interactive channels.
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Good-By Yesterday. Hello Heineken
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Good-Bye Foam. Hello Heineken
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Good-Bye Cruel World. Hello Heineken
Del Monte
Del Monte was looking to produce a new commercial for their Fruit Chillers. Lucky for them I love dessert. I wrote several TV spots for their 'Mommy Time-Out' campaign, highlighting cure-all remedies for humorous family catastrophes.
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Customer Satisfaction Line
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Game Closet Chiller-gram
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Same Time Tomorrow
Mars Chocolate
Mars Chocolate was looking to reposition their brand. After an intensive search and rescue mission, I positioned their origin story to speak to the universal affinity we have for chocolate. I then leveraged this new positioning to create their ‘For the Love of Chocolate’ campaign. Yum.
Martha Stewart
After writing a print ad and a couple commercials for Martha, I wrote her tagline for her Everyday Paint brand and also named the entire line using the indigenous wildlife and colors around her three homes (country, sea and city) for inspiration.
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You can find them at Sears or K-Mart, but you can take them anywhere.
KIWI
Kiwi needed a re-boot. My new positioning for Kiwi highlighted the shoes from the knees down, of everyone from celebrities to the average Joe, doing the things we do: dancing, working, hanky-panky, etc. My campaign took off like gangbusters and is still going strong.
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Do You Kiwi?
Cadbury Schweppes
Everyone loves these candies in the cool tins, but when it came to La Vie Bonbons and Vichy mints, sales had dropped off a cliff. Turns out consumers weren’t buying because shopkeepers weren’t stocking their shelves. After I redirected their positioning to the shopkeeper, revenues went from bleak to sweet overnight.
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For Tongues in Every Flavor
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Lick a Vichy Today
The New York Times
Among the many campaigns I created for their partners (NASCAR, Apple, Saab, LinkedIn, Beijing Olympics), whilst serving as the sole copywriter at the Times, I also wrote some of those cool taglines on the front page.
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I subscribe to 156 Years of Newsmaking
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I subscribe to a world of ideas
LinkedIn wanted some clout, which came in the form of America's iconic newspaper: The New York Times. And the Times wanted to be ushered into the digital age. It was a match made in cyber heaven.
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Yo, Big Shot / Hey Bigwig
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How to Become a Mover and Shaker in 1 Easy Step
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Being a Know-it-All Has its Advantages
Vaseline
When a swanky Connecticut agency was losing ground with Vaseline, they called for backup. Seven hours later I pitched my ‘Skin is Amazing’ campaign and went from jump seat to Racer X by milk and cookie time. My campaign went global.
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From Dry to Amazing In Just Five Days
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Arm Your Skin
SeaCare Health
Talk about the elixir of life. This frozen fish-popsicle has super powers, regulating the immune system until the body becomes a disease-fighting machine. I was commissioned to reposition and launch SeaCare into the stratosphere and sales to date have already tripled.
American Express
Amex needed an ad for their new Open charge card. My 'Open For Business' campaign launched across print and interactive channels. Ka-ching.
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Limitless
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The Power of No
Amazon
One of NYC's largest PR firms was having a tough time selling the new media guide for Amazon's consumer electronics online store. They brought me in to position their new program and create a multi-channel campaign (print, interactive, broadcast). The result? My campaign generated Amazon's highest earnings in the category.
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Come in from the confusion
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It's a jungle out there
MasterCard
When a New York design firm couldn’t please their biggest client, they called me in to make heads of tails. I shored up the positioning for MasterCard's new student products, created a DVD and a few brochures, and saved the day.
PG & E
You never saw anyone more grateful than PG&E when I agreed to lend a hand in the midst of their grizzly media slam. They needed some good PR so I wrote a spot for their Solar Schools program promoting renewable energy (CBS). Don’t tell Erin Brockovich.
American Movie Classics
AMC needed some fresh ideas, so I created a series of TV spots and slogans they're still using today.
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The way movies were meant to be
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Hollywood, like you remember it
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We’ll take you back
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Panasonic
Panasonic had a new off-brand wi-fi for in-flight entertainment and needed a new ad campaign to go with it. My @Altitude campaign was splattered across airports coast-to-coast.
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Be Free
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Do you sky-fi?
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Surfing @Altitude