THE GIG: Announce the grand unveiling of Meow Wolf’s newest exhibit, The Real Unreal. And where else would that be but inside a former Bed Bath & Beyond, in a shopping mall, in Grapevine, Texas? Drawing inspiration from the promise of intrapersonal exploration that Meow Wolf is built on (and the shopping mall that this one is built in), our hero film found an uncanny crew of mall walkers inviting the world to Come Find Yourselfs at The Real Unreal. We also unleashed a real-life mini-herd of mall walkers onto events around the DFW metro area to turn some heads & find some selfs.
Coinciding with the launch of the films, we plastered Central Texas with a mind-expanding OOH campaign that changed & morphed from placement to placement. We also invited visitors to prime their mortal vessels for The Real Unreal via an on-site installation. This experience, meant to connect mall visitors to their many inner selfs was the latest innovation from this plane of existence’s #1 intrawellness & pseudoceutical brand, LÆRNÜ (hint: read it backward).
Moving further back in time, we seeded the unique LÆRNÜ brand of nonsense wellness-speak with a series of cryptic Instagram posts promoted on Meow Wolf’s other channels.
And jumping way forward, once the world caught sight of our mall walkers’ track suits, a great clamoring began. So a department store catalog-esque social campaign was created to help fans & followers get their hands on (and appendages in) a suit of their very own.
THE GIG: Help a late-to-the-party sparkling water make a splash in an overcrowded category, using some beloved celebrity duos and some super stupid vocAHAbulary.
THE GIG: Get eyes scanning for our brand in the sparkling water aisle via an out-of-home campaign that makes a eye-catching, tongue-twisting AHAntroduction.
THE GIG: Reintroduce a beloved brand to that most coveted target: g-g-g-Gen z-z-z-Z, who are foregoing health fads in favor of just… feelin’ themselves. Our answer? Just Gotta Jamba, a brand campaign that feeds Gen Z’s wellness groove with an upbeat & offbeat call-to-action using the sights & sounds of Jamba.
As the kids say, “…bet.” I think.
THE GIG: Some fine folks in Galveston, Texas had a dream to turn a salty ol’ midcentury motel into a swanky new beachfront destination. They just needed a name and a brand to go with it.
Long story short, Hotel Lucine was born. Landing on ‘lucine’ was a delightful discovery, because 1) it’s the name of a humble seashell that’s pretty petite yet still bone-tough (hello, Galveston), and 2) it also kinda sounds like the name of your favorite aunt who likes to tell old vacation stories with a beer can planted firmly in her gesturin’ hand.
Coming up with beaucoup on-site copy kisses & writing the brand book for this one-of-a-kind spot was truly a dream come true.
THE GIG: Prove once and for all that two-thing things are better than one-thing things. Is it a turaffe? Or a girurtle? Trick question! It’s a third thing: an abomination.
THE GIG: Keep Capital One’s March Madness train running for the umpteenth year in a row. And be sure to keep it stupid.
THE GIG: Bring Sam, Spike & Chuck down to San Antonio for March Madness with Capital One and teach ‘em how to Texas.
THE GIG: Sell faucets. (But personally? Cut my Advertising Career Bucket List by half by throwing Hitchcock references, a spooky diner setting, a soundtrack by The Zombies, and a damn wig reveal into one spot.)
London International Awards | Silver
Adweek | Ad of the Day | http://bit.ly/2GpGiZq
Lürzers Archive | http://bit.ly/2Fz1dvT
THE GIG: Remind the world that Slim Jim is a brand of spicy processed stickmeat that is available for purchase.
Adweek | Ad of the Day | http://bit.ly/2GqNTqo
