Nike+ FuelBand is a device you wear that tracks your activity and converts your effort into NikeFuel, a universal metric that lets anyone compare and compete with each other — regardless of age, size or gender. With this new offering, nikeplus.com had to evolve from the world's largest online running community into a platform for runners and FuelBand owners alike.
I was the lead writer on the project under my Creative Director Keith Byrne, and collaborated with an amazing team of technologists, user experience designers, producers and visual designers to help bring this monster to life.
Nike+ FuelBand Case Study
Dogs on Tinder
Everyone on Tinder is looking for love, but no one will love you more than a dog. Our interns at BBH partnered with a local animal shelter and put profiles of 10 abandoned dogs on the popular dating app Tinder. Since people on Tinder have varying definitions of love and could be looking for a hookup, date or something more long term, we gave the option to walk, foster or adopt the dogs.
The response was incredible. The project got press in 96 countries and was picked up by CNN, Time, Huffington Post, MTV, and local news affiliates throughout the country, helping all 10 dogs get adopted. I was a mentor to the interns and a creative on the project.
Puppy Love Case Study
When vacation calls, you should answer. To promote the fact that Bermuda is only a two-hour flight from JFK and a better long weekend option than the Hamptons or Jersey Shore, we built an OOH installation with phones that called people on the streets of New York. Anyone who answered got to talk to a live person in Bermuda, who told them about the island and everything it has to offer, then surprised them with a JetBlue Vacation package to Bermuda.
We also ran out of home ads at key placements in New York and Boston.
Vacation is Calling
The Handy Awards
Advertising award shows have gotten out of hand and are nothing but self-serving for the male-dominated industry. So my friend Soheil and I (anonymously) decided to take the piss out of them with the Handys, the world's first ad 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 shared on Facebook over 20,000 times in two days, making it one of their most popular articles of the year. It was also picked up overseas in the UK, Germany, Brazil, Asia and beyond.
Shake your phone to give yourself a Handy. The more you shake, the more prestigious your award.
Best In Hand
To celebrate Sharpie's 50th anniversary, we created the 50 Ways to Use Sharpie campaign. Contextual ads ran in different 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.
"Get a Prom Date" Illustrations
"Achieve Fame" Illustrations
Agency Trick or Treating
While at BSSP, my coworker Ben and I decided to have some fun on Halloween and go trick or treating at the other agencies in San Francisco. We got dog treats from Jeff Goodby, and were a Pick of the Day on Creativity. The video was conceived, shot and edited in 24 hours.
BSSP Goes Trick Or Treating
To introduce Grand Hyatt's new 'Go Grand' campaign during the holidays, we got multi-platinum recording artist and Broadway star Josh Groban to carol his way through the Grand Hyatt New York, surprising guests and spreading holiday cheer. People talked about it, and by people, I mean People Magazine.
Grand Hyatt Presents - A Grand Carol
One Cent Email
One Cent Email lets you donate one cent to a literacy organization from your Google Wallet every time you send an email from your Gmail account.
I pitched this to the appropriate teams at Google. It never went anywhere but I still like the idea.
1 Cent Email Pitch Video
One Cent Stamp
A clickable One Cent Email stamp drives to sign-up to get others involved and raises awareness for the cause.
Sign up once with your Google Wallet to start donating with every email.
But why stop at illiteracy? One Cent Email can raise money and awareness for any cause.
We'll track how much has been donated, how many people you've signed up and where you stand against your friends on Google+.
A subtle and intentionally misspelled Google Doodle will drive to sign-up.
Every year, MINI owners from all over come together for MINI Takes The States, a cross-country adventure with planned activities in cities along the way. To give the event more purpose and align it with our newly launched 'Defy Labels' campaign, we partnered with Feeding America to raise money and awareness for the hunger epidemic in America.
Similar to a charity run, our MINI Takes The States participants took to social to find sponsors who would pledge donations for every mile they drove. Knowing how much MINI owners love to customize their cars, we gamified the experience and designed badges drivers could add to their MINI according to how much money they raised.
A once-in-a-lifetime adventure for 4,477 MINI owners became a 4,396-mile road trip with a bigger purpose. The #DefyHunger campaign ultimately delivered 1,385,917+ meals to Feeding America and 2,631 pounds of food to local food banks along the way.
MINI Takes The States Case Study
Woodland Park Zoo
This was, quite literally, a limited edition campaign.
To promote the Zoo's preservation work with endangered animals, we commissioned local artists to create limited edition artwork of each animal.
To raise money for the cause, we produced and sold prints in numbers that matched the number of animals left in the wild.
Nike+ Running App
Do more on your runs than you ever thought possible. The Nike+ Running App tracks your route, pace and distance, then lets you compare, compete and challenge friends on the world's largest running community.
The New Nike+ Running App
Greyhound updated their service and buses and wanted to tell people about it. To spread the word, we launched an out of home and digital campaign that ran in key markets throughout the country.