Would you delete all your Instagram pictures for the chance to take new ones around the world? That’s what we asked people to do to enter our All You Can Jet Sweepstakes, which offered winners unlimited flights for a year to any of JetBlue’s 100+ destinations.
Within a week, 30,000 people had cleared their Instagram. And with $2.5 million in earned media, 1,000+ organic news placements and 1.2 billion impressions, it became JetBlue's most covered campaign ever.
Bigoted politicians were introducing hundreds of anti-LGBTQ bills, but their official government communication was still fax. So we put up “bill-boards” at the NYC Pride Parade that let people overload their fax machines with steamy excerpts from queer novels.
We sent them 3 million faxes, earned 214 million impressions with $0 media spend and got cease and desist letters from representatives in six states. But the best part? 15 of those bills were buried. Now that’s how you fight hate with love.
The Nike+ FuelBand tracks your activity and converts it into NikeFuel, a universal metric that lets anyone compare and compete with each other — regardless of age, size or gender.
I was lead writer on the project and collaborated with an amazing team of technologists, designers and coders to bring this monster to life. It was covered by every major press outlet and won pretty much every award in the industry.
Ad awards are one big circle jerk. So my friend Soheil and I decided to take the piss out of them with the Handys, the world's first award show where you can award yourself. Just go to handyawards.org on your phone and shake it like there's no tomorrow to win one today.
Much to my relief, people loved it. The Adweek write-up was one of their most popular articles of the year.
CREDITS
CCO: Evan Maranca, Soheil Oliaei
ECD: Evan Maranca, Soheil Oliaei
GCD: Evan Maranca, Soheil Oliaei
CD: Evan Maranca, Soheil Oliaei
ACD: Evan Maranca, Soheil Oliaei
Senior Copywriter: Evan Maranca
UX/Product Design: Soheil Oliaei
Designer: Soheil Oliaei, Ben Alasuvanto
Developer: Kristian Josef Delos Reyes
Shake your phone to give yourself a Handy. The more you shake, the more prestigious your award.
Lots of credit cards make you play the game to maximize your rewards. Not the Active Cash Card. From what you want to what you need, you earn 2% cash back on every purchase.
I was an ACD on this campaign, made at Havas New York.
Some things you don't want coming back. Some things you do.
To get people excited that Cheesy Tots were coming back to Burger King, we brought back relics from the 80s — brick phones, mullets, neon spandex, everything that people don't want coming back.
Everyone on dating apps is looking for love, but no one will love you more than a dog. We partnered with a local animal shelter and put 10 of their dogs on Tinder. With $0 media spend the project got press in 96 countries, helping all 10 dogs get adopted.
To promote the fact that Bermuda is only a two-hour flight from JFK, we built an OOH installation that called people on the streets of New York and surprised them with a JetBlue Vacation package. Because when vacation calls, you should answer.
To celebrate Sharpie's 50th anniversary, we created the 50 Ways to Use Sharpie campaign. Different ads ran in contextual placements throughout the year, highlighting all the ways you can use Sharpie.
Andrew Rae did the illustrations while Erik Marinovich from Friends of Type created the typography.
The Sourdough King is two beef patties with all the fixings on sourdough bread. So is it a burger or a sandwich? We weren't sure, so we turned a Burger King into a formal debate stage and asked our customers to decide for us.
To move the debate online we created polls on social.
Greyhound was expanding their service and refreshing their buses. To spread the word, we launched an out of home campaign that ran in key markets throughout the country.
Like so many others, I was laid off during the COVID-19 pandemic. The only thing harder to come by than a new job was toilet paper. So I decided to print my ‘Crappy Portfolio’ on a roll of TP and sell it for the price of my salary. A roll for a role, if you will.
Little Black Book Online, AgencySpy, PR Week and Reel 360 were nice enough to cover it.
