Smaller screens, shorter attention spans and shrinking budgets set the stage for strategic anecdotes that are character driven, quick to produce and don't take themselves so darn seriously. From fast-cooking grains of rice, to a recession-beating online game, to a farm-implement amusement park, these amusingly understated ideas follow the universal insight that when you're good at making people laugh and smile, chances are they'll become loyal friends for life.
Art Directors: Monica Klasa, Trevor Shorey, Steve Drifka, Dave Straus, Doug Kamp, Derrick Ho
No Artificial Posers
Recession Payback - The Game
Over 17 million plays and tens of thousands of coupons redeemed in less than three months.
Better Mouse Trap
Pulled after selling so many Alaskan Flounder the species became temporarily endangered.
Within days of campaign launch, supported by a small cable buy, products sold out of every Lowe's.
Real Fairy Godmothers
Visit the Future
Time Machine Rides
Hogs in a Blanket
A true viral concept supported by zero media dollars, Gatorade’s “Ball Girl” attracted the kind of free national attention brand comptrollers dream about between financial spreadsheets. Pundits from Ted Koppel to Keith Olbermann all wanted to know. Did she make the catch? When an amazed Ellen DeGeneres unwittingly invited this Willy Mays like young lady to be on her show, the idea's pop culture status was made official. Beyond creating massive buzz for Gatorade, the national spotlight also earned Ball Girl a position in left field at Yankee Stadium, tracking down fly balls during the MLB All Star Home Run Derby. To this day, people from across the globe stumble upon this youtube classic, and the debate still rages in the comments. Is this Ball Girl for real? Only Google knows for sure.
Director: Baker Smith
Team: AD Steve Drifka, GCD Jon Flannery/Doug Behm, ECD Dennis Ryan, Producers Katie Juras/Tom Cronin, Account John Fraser, Planning Tariq Hassan
Good Morning America Discusses "Ball Girl"
As one of the first national brand campaigns to take up the gauntlet of community service, I'm exceptionally proud of the entire team at mcgarrybowen and partner digital shop, razor fish, who worked hard to bring this concept to real life and pay it forward over a number of years. What started as an idea percolating one early morning before sunrise, evolved into a national campaign that helped rebuild communities around the country and provided Gulf Coast residents a hopeful lift as they pulled together to clean-up from the worst oil spill in U.S. history. From that first morning pour, this idea inspired our generous nation, from coast-to-coast and cup-to-cup, to Be Good to the Last Drop.
Director: Joe Pytka
Team: CD-AD Steve Drifka, CW Tony Marin, AD Isaac Pagan, ECD Ned Crowley, Account Tim Scott/Lindsay Clark, Planning Sean Girardin/Elizabeth Brown
Gulf Coast Story Project
Bay Breeze Relief Story
Drops of Good : Rebuilding Communities
Every Last Drop Makes a Difference
The Every Parent's Wish campaign for St. Louis Children's Hospital surpassed the Foundation's fundraising goal by over 3 million dollars. Reaching out to a community divided required a ton of courage. Not from us marketing folks. But from the families who shared their real-life stories, uniting all of St. Louis for the health of every child.
Team: CD-AD Monica Klasa, ECD Dan Bruce, Producer Wil Wilcox, Account Erin Clark/Laura Doede, Planning Dean Foerter
Become a Guardian of Childhood
This work, featuring an interactive travel planning website and integrated social media effort, was recognized as North America's best tourism campaign in 2016. The idea also helped set new records for visitor dollars brought into the state. We found this success by venturing off the rutted trails taken by other destination brands. Inspired by the Marcel Proust line — the real voyage of discovery consists not in seeing new places but in seeing with new eyes. These four travel stories go beyond weekend getaways, exploring those uncharted territories of desire where we can reconnect with the people in our lives who mean the world to us.
While competing for new business, industry accolades and audience attention, I've had the privilege of working with phenomenal partners, visionary general managers, inspiring chief creative officers, perceptive planners, awesome account leaders, amazing directors, production companies, post-houses, editors, composers, audio engineers, the nicest sales reps to ever buy a creative a cup of coffee and, of course, some of the world's best clients -- Everyone collaborating for the common good of an idea. Sometimes the ideas we created popped up on laptops, tablets and mobile phones. Other times flashing across seventy-inch living room flatscreens and monitors hanging from the rafters of neighborhood bars. Whether the objective was to provoke engagement, encourage interaction or create a meaningful first impression, every strategic brief provided a fresh opportunity to work with teams from all sides of the conference room table, battling together to find those compelling, insightful, needle-moving ideas connected by human emotion.
Lions vs. Gazelle
Seconds to Live
No Days Off
Bel of the laundromat
Agents of Change
Growing the Economy
Eat What We Want
Beefing Up Jobs
ADM Answer: Long Haul
ADM Answer: Dot's Diner
ADM Answer: Mighty Mississippi
Federal Tax Code
No Backup Plan
Not In The Cards
Zero Quit Website
Zero Quit In Store
Sealing the Deal
Off the Record
Proud Sponsor of the Hockey Beard
NHL: Game Changers
Meet the Makers
London Transit: Buddy Guy's Legends
London Transit: Oak Street Beach
IOC: Super Human
When a team of culinary artists opened their recipe playbooks to create bold new flavors of sandwich shop mayonnaise, a new reality set in across America. A nation that had grown bored with plain mayo wanted to add a hit of zest to their humdrum hoagies. As sandwich designing spread, the new Tastemaker reality series began trending on culinary blogs and twitter feeds. After the first mouthwatering episode, when Helen revealed her spicy secret, plain mayo lovers found themselves in a jealous sandwich triangle.
Director: Michael Downing
Team: CW Pete Noback, AD Aziz Rawat, ECD Ned Crowley, Producer Joy Carson, Account Tim Scott/Lindsey Clark, Planning Sean Girardin/Elizabeth Brown
In this campaign for a remarkable new facility dedicated entirely to women's health, moments of uncertainty are revealed through three very real stories. We spend a day in labor with a mom-to-be who wonders if she waited too long to start a family. We meet a young woman, in her twenty-sixth week of pregnancy, who questions whether she's even ready to be a mom. And finally, we get to know a woman who has just turned the page to the start of her next life chapter, where potentially scary questions are just around the corner. These films, in combination with print, digital, OOH and social, remind women everywhere that for many of life's uncertainties, a team of experts now stands ready to put minds at ease.
Director: Tennyson Tanner
Team: CD-AD Monica Klasa, ECD Mike Beamer, Producer Wil Wilcox, Account Erin Clark/Laura Doede, Planning Dean Foerter
Take a few risks without always relying on test results. Give your gut a say in the decision making process. Consider using a battering ram instead of the doorbell. From the first brief to the umpteenth revision, stay determined to do good work. Following this handful of principles led to one of the most talked about Gatorade commercials of all time; the single largest account win in the storied history of J. Walter Thompson (dating back to 1864); the introduction of a young Southern California racecar driver to a skeptical audience in the Deep South, foreshadowing his seven NASCAR titles and rise to fan favorite; an anthem designed to influence policy makers in support of affordable healthcare for all; the launch of the world's first palm-sized mobile phone; and a fully-integrated brand experience that was one of the first to connect digital, traditional, PR, and social media influencers — an experiment that altered the perception of a cheese dip and proved how radical ideas can travel at light speeds across the marketing multiverse.