The cereal that was once loved by all kids in the 90's, then abruptly vanished, was re-launched in an effort to rekindle the relationships they once shared with their biggest fans. But it's been almost 20 years, and their fans are no longer kids. To marketers, they're now known as "millenials." In short, a grown-up kid who still yearns for the past but has a more developed since of humor.
Which made perfect sense for us to create a tiny soap opera, using dolls as the characters, and voiced by real soap opera stars, all taking place around the tiny French Toast Crunch. Season 1 was so successful that it was picked up for a second season, packed with new tiny plot twists and tiny guest stars.
Carbon Audio is an industrial design firm in Portland, Oregon that specializes in innovated audio products.Their first product stemmed from a problem they and all Apple product owners encounter: Apple devices simply aren't loud enough. Their solution was the Zooka, a wireless portable speaker that makes all Bluetooth devices 5X louder.
Carbon Audio approached W+K 12 to help launch their brand and give their product a voice. Our idea was to show how "louder" isn't loud enough anymore. To help communicate this, we took one one of the most recognizable icons of "louder" and made it LOUDERER.
In 2015, Taylor Swift gave us #squadgoals. It's 2016, so it was only right for Cinnamon Toast Crunch to give America #squadbowls -- a new way to let squads never have to eat alone again.
Like most advertising campaigns, we had just two weeks to actually make this idea come to life (designing/producing the actual squad bowls, a TV commercial and a website). Fun times!
To help Pillsbury show what happens when you unleash the power of dough, we decided to give their tiny little spokesperson a break and let the real product do the selling (sorry, Doughboy).
This meant casting real families for the campaign as well as shooting their food as it looks in real life; charmingly imperfect.
We wanted to take advantage of one of Crate and Barrel’s most iconic assets — the box — by showing what you get when you “Welcome Life In.”
I came across Pharrell's latest podcast where DJ Khaled was asked by Aziz Ansari what he would want his very own candle to smell like. His answer: Cinnamon Toast Crunch. So in under 24-hours, my team and I made one for each of them on the show.
Not too long after we sent them out, DJ Khaled and the others had shared several snapchat videos of their candles with their combined 6 millions followers. It even got a little love on the Jimmy Kimmel Show.
It used to be that the only way to decide the Super Bowl's best ads was through crowdsourced online ad meters and random tweets. The Super Bowl ads featuring the best ideas weren't getting rewarded, but the ones with boobs and puppies were. So the Clio Awards created the first-ever award for the Super Bowl's best ad, the Super Clio.
We created print ads to introduce the award and show that now, the big game's best ad wasn't decided by just anybody with a remote. We also created a video to illustrate just how anti-climactic the day after the Super Bowl was for creatives, until now.
Wieden+Kennedy 12 has been best described as an "experiment disguised as a school disguised as an ad agency," housed at Wieden + Kennedy in Portland, Oregon. It's called W+K 12 because there's you and 12 others you work with for 12 months. The projects range from real ad work for real clients to art shows and everything in between--all under the tutelage of several W+K directors.
I heard about W+K 12 from my friend, the Internet. It was during this time when they announced that they were recruiting for next year's class, 12.8. There were several rounds to the admissions process and over 700 applicants. To narrow down the list of applicants, they sent a brief out in which you only had 48 hours to submit a response.
The directors (Jinnina, Byron, Jim and Andrew) wanted to see what *Gadhafi’s application to W+K 12.8 would look like?
With only 48 hours to brainstorm and create a Gadhafi application, I did what any supreme dictator would have done: I gave a speech.
*Gadhafi was still alive at the time.
Cine Las Americas is a film festival in Austin, Texas that wanted to show how the world of Latin America is compared to the world that the Austin community "knows." To show that there's more out there than just what we see in the daily news--Mexican drug cartels battling amongst each other and illegal border crossings--we came up with several spots that highlighted other bizarre yet compelling stories taking place all over Latin America. The key takeaway: "If this is our reality, imagine our films."
Our first W+K 12 assignment was to introduce ourselves to all 500+ W+K employees. It's safe to say that most of the people at the agency were already familiar with W+K 12, but clueless to who exactly we were coming in as the the eighth class of 12.
Knowing that there was a lot to be learned from the agency this coming year, we decided to showcase our hunger and excitement by throwing an art show for the agency. The work was in the form of one of the most rudimentary learning aids, an abecedarium; or as normal people would call it, an ABC guide.
Here are a few pieces of the project I helped create and write based on themes connected to the W+K culture.
ESPN Deportes wanted to let people know that they'll be airing Latin America's Copa America soccer championship. Which meant that their listerners' other favorite musicians will get a break.