AS IN THE TOUR DE FRANCE, THE YELLOW JERSEY GOES TO THE TEAM THAT WORKS TOGETHER AS ONE.
Whether competing for new business or devising new ways to grab the attention of a distracted world, selling the best ideas starts with knowing how to collaborate with all sides of the conference room table. Throughout my career, I’ve had the privilege of working with phenomenal partners, planners, account directors, chief creative officers, photographers, directors, editors, composers, audio engineers, and all types of clients, from startups to conglomerates. Everyone on the team working together to create impactful, meaningful ideas connected by human emotions.
Lions vs. Gazelle
NHL: Game Changers
IOC: Super Human
Federal Tax Code
No Backup Plan
Not In The Cards
New Wrigley Field Tradition
ONE OF THE BIGGEST CONSPIRACY THEORIES TO SPREAD ACROSS THE INTERNET CAME OUT OF LEFT FIELD.
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.
Good Morning America Discusses "Ball Girl"
YOU CAN NEVER KNOW WITH 100% CERTAINTY THAT AN IDEA IS GOING TO BE SUCCESSFUL UNTIL AFTER IT IS.
What do you get when you follow your gut instead of upper-right-box test scores? 1. The most talked about Gatorade commercial of all time, sparking debate from the studios of ESPN to every sports bar in America. 2. The largest global account win in the history of J. Walter Thompson (dating back to 1864). 3. A political anthem that influenced policy makers in support of the affordable healthcare act. 4. The emergence of a young Southern California dirt bike racer who went on to win seven NASCAR championships and the respect of race fans from Talladega to Watkins Glen. 5. An immersive brand experience that was one of the first to align digital, traditional, PR, and social media influencers — an experiment that altered the perception of a cheese dip and proved how a radical idea can travel at light speed across the marketing multiverse.
ESPN discusses "Winning Formula" sensation
All In ACA Anthem
Plush Shag Carpet College Tour
When Lawn Deer Attack
Cheez Whiz Tops The Charts Like Ricky Martin
IF YOU WANT TO CUT THROUGH, TRY COMEDY. UNLESS YOUR NAME IS LEATHERFACE THEN GO WITH A CHAINSAW.
Laughter is the best medicine. It’s also also an effective remedy for making a blasé client brief indelibly engaging. Start with the assumption that what we’re doing as professionals is coming up with ways to take a marketing tactic and craft it into a joyful experience versus just another intrusive advertisement. I’ve always believed the best way to build a client’s brand is to approach it like building a personal relationship. If you can tell humorous stories that make people smile, chances are they’ll want to hang out with you more often. And really, isn’t that what this whole creative business is all about?
Better Mouse Trap
Pulled after selling so many Alaskan Flounder the species became temporarily endangered.
Real Fairy Godmothers
Time Machine Rides
Visit the Future
Within days of campaign launch, supported by a small cable buy, products sold out of every Lowe's.
Hogs in a Blanket
Sealing the Deal
Asian Fried Rice
In this age of scrolling and swiping, brands have less time than ever to grab you by the eyeballs.
To click or not to click, that is the question. If Shakespeare had quill in hand today, he might have written a different quintessential phrase. Never in the history of communications have audiences had more choices or greater control over what, how and when they view an idea. No one sits idly waiting to be sold. Engagement is the latest buzz word, precision algorithms all the rage. However, buying impressions remains an expensive investment. Banner ads are the internet’s version of direct mail. They’re only effective when opened. If your media budget is short a few zeros, the trick then is to create content that doesn’t simply intrude on a one’s time, but instead transforms a strategic message into an invitation to learn more and even participate in the story. You can buy clicks. Or better still, you can earn them by making every concept clickworthy.
Recession Payback Couponing Game
No Artificial Posers
Growing the Economy
Eat What We Want
Beefing Up Jobs
ADM Answer: Long Haul
ADM Answer: Dot's Diner
ADM Answer: Mighty Mississippi
Google Earth View: Soho Bubble
Proud Sponsor of the Hockey Beard
Meet the Makers
Less Is Greater
Companies are waking up to the need for making a social impact. Maybe it was the caffeine.
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.
Gulf Coast Story Project
Bay Breeze Relief Story
Drops of Good : Rebuilding Communities
Every Last Drop Makes a Difference
If we want to heal the divide between communities, the place to start is with our children.
Winning new business. Winning awards. Winning, winning, winning! That’s what this industry is all about, right? Well, what if it could also occasionally be about something far more valuable. Like helping families find the best doctors to care for their kids at one of America’s most advanced pediatric centers. Or helping a community come together in support of bravery that knows no boundaries. The Guardians of Childhood campaign for St. Louis Children's Hospital reached out to a region divided on a mission to bring together families in dozens of diverse and divided neighborhoods. Getting this campaign up and running with the goal of lifting up everyone equally required a ton of courage — not from the agency team that proudly won the business, but from the parents who shared their true stories, uniting all of St. Louis for the health and wellbeing of every child.
No Days Off
Become a Guardian of Childhood
Refrigerator magnet or a reconnection with loved ones. Which souvenir would you rather bring home?
This campaign for the state of Illinois — 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 where we lasting memories are created by reconnecting with the people in our lives who mean the world to us.
2016 DIGITAL CAMPAIGN:
What we make of our tomorrow depends on how much we stop wasting today.
Communities around the country need more good jobs, while our home planet begs for diverse new ways to improve sustainability and lesson humanity's environmental impact. These call-to-action stories created for The Rebuilding Warehouse tell of a hopeful future, where redemption arrives in the form of a second chance. A message built upon this foundational platform: We believe there’s a better alternative to living in a disposable society. Instead of demolishing old homes and throwing tons of perfectly good materials into landfills, let’s recover, repurpose and reuse every irreplaceable detail. Let’s break down employment barriers and restore job opportunities so young adults can rebuild their lives. Let’s stop waiting for others to solve the world’s sustainability problems. Let’s roll up our sleeves, work together and do it ourselves.
In Our Hands
Sadly, these artisan spreads were canceled. But not before they redesigned the condiment category.
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.
More than a word turned upside down, a way to turn life toward the positive.
Amazon changes everything. If you can’t sell online, your business can’t thrive in a world gone Prime. But let’s say your brand is about something more than material goods. Let’s say what you’re really selling is a new way to approach every second of your life, embodied by a line of mental, physical and spiritual “momentum gear” that strengthens and inspires people to look within themselves to do more than take from this world, but to find the greater joy in giving back. Now you are more than another online purchase arriving next-day. You’re the brand that delivers a new purpose to every breath taken, motivating brand followers to go beyond just making themselves better, and joining a positive, uplifting, emotionally fulfilling movement to better the lives of family, friends, community and the world we share.
E-Commerce meets E-Motion
Seconds to Live
Fear is an emotion we don't like to talk about. But when we do, we can overcome it.
In this campaign for a remarkable new facility dedicated entirely to women's health, moments of uncertainty are revealed through three very real, intergenerational 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 chapter. These films, in combination with print, digital, OOH and social, remind women that for many of life's uncertainties, a team of “Experts in what if” stands ready to put their minds at ease.