How do you call attention to a state that ranks dead last for the most desirable state to visit for four years in a row? You change the conversation. To sell Nebraska, we needed to stop selling and just tell the truth. Nebraska: Honestly, it’s not for everyone. The result? People began to show interest in and actually visit Nebraska. In the month of June 2019 alone, visitors spent more than $88 million on lodging in the state. In 2019, the campaign increased traveler spending up 4.6% to $3.5 billion.

Awards:

Mercury Award winner for Branding and Integrated Marketing Campaign for a State Marketing Budget Less Than $10 Million.

Digiday Award winner for Best Branding Consumer Campaign

Press:

Vice: Nebraska's Brutally Honest New Tourism Slogan Is Perfect

CNN: Nebraska reveals anti-tourism campaign

Colbert Show: Nebraska’s Painfully Honest New Slogan

NPR: Nebraska: ‘It’s Not for Everyone.’

NY Post: Nebraska has a new self-deprecating tourism slogan

AdWeek: Nebraska Snubs Its Haters

Washington Post: Honestly, It’s Not For Everyone

Forbes: Honestly, It’s Not For Everyone Campaign Is Marketing Genius

Today: Nebraska’s New Brutally Honest Tourism Campaign Pokes Fun At Itself

instead is an all-natural lawn product that is delivered to your home when you need it. As a new brand, it breaks the way lawn care has traditionally been approached. We needed to explain what we stand for, how our product works, and why we’re the new way to lawn.

For this campaign, we broke the traditional man’s man lawn guy trope and brought in a woman - Drew Barrymore - to be our spokesperson. Her genuine advocacy for something so far out of her wheelhouse was just odd enough to make perfect sense.

In the spring of 2021, we created a commercial and a collection of social shorts filmed inside of a sound stage in NYC. Additionally, since instead was not sold in stores, we needed to create an entire DTC system which included designing a website, additional social assets as well as some swag to bring this brand to the masses.

How do you get people excited about a museum that is still under construction? Start with emotion and then show them the beauty. For the first phase of the campaign we used United States Olympic athletes to get people excited about the arrival of the museum. For the second, we decided to focus on the unique architecture of the museum and the stories the building will hold.

TOMCAT GOES TO THE STREETS

It’s no secret that rat infestation is a huge problem within larger cities. So, we launched a campaign that spoke directly to the city dwellers across the United States. The goal was to make Tomcat visible in the highest populations of people and rats to generate brand awareness on a massive scale. We focused our creative on NYC, Philadelphia, Boston, Chicago, and LA to speak directly to the people who see rats on daily basis. We reached the masses in a variety of different ways, including wild postings, OOH billboards, podcasts, YouTube videos, paid social ads, and custom Snapchat lenses.

We also created custom 8 bit rat QR codes that drive to Amazon and Tomcat.com. In addition, we provided a custom media kit that could help inform and share the Art of Rodent control touch points as part of a larger effort to get rodents off of the streets and out of homes and businesses.

Colorado Springs Utilities tapped into the innovative spirit of their community and created a movement - Change the Current. We wanted to show some of the most unique and interesting residents who are changing the current. Working with award winning director Bas Berkhout, we created a series of short films which highlighted the unique people and businesses within Colorado Springs that are making a difference.

Awards:

ONE CLUB DENVER - SILVER BRAND CAMPAIGN SOURCE AWARDS - BEST BROADCAST RADIO ADAPPA Awards - EXCELLENCE IN SOCIALAPPA Awards - EXCELLENCE IN WEB

For this campaign, we highlighted the many beautiful, powerful, and thoughtful reasons why education matters to Native Americans. With every reason, we sparked inspiration and got donors to think about what making a difference means to them. The campaign resulted in a record-breaking of total donations of $8M for FY 2018-19.

Target created the Dare Dream Do campaign to encourage everyone, everywhere to celebrate diversity. This piece highlights the personal story of Jake Shimabukuro - a world-renowned ukulele player, Enrique Iglesias, Ray Hatoyama, & Samir Shah.

These 15 second spots served as a teaser for the longer form stories.

How do you pivot a campaign production amid the coronavirus restrictions? It was relatively easy since I had some insanely talented friends. It all started in early 2020, we had planned to film our water wiser campaign with live actors on location in Colorado Springs but due to Colorado’s stay-at-home and social-distancing restrictions the probability of a successful shoot became extremely low. So we decided to pivot. With the help from MAKE we took our campaign into animation by creating Pixar-esque characters to relay just how easy it is to water wiser. We also used MAKE to create photo realistic environments for all of our print and digital needs. In the end we created a visually stunning and quirky set of ads that continue to help the community of Colorado Springs water wisely.

We needed to introduce Target’s new category of healthy living products and wanted it to stand out from all the rest of the Whole Foods and Trader Joe markets. Artist and designer Geoff McFetridge partnered with our Target Creative team to bring the stories of living healthy to life.

To accomplish this, we created shareable short videos that highlight the product in a clean and playful way that made the product the hero.

General Hydroponics is the OG of hydroponics. Started in a garage in 1976, they are now the leader in hydroponic plant nutrition. Although the product was loved by the loyalist, the brand was starting to appear outdated, which is far from the truth. So, we created the Grow Boldly campaign. Using strong typography with bold colors, we grabbed the attention of the entire growing community.

We redesigned and refreshed the website and created social animations to show just how bold and innovative GH is and continues to be. In addition, we created swag so GH customers could rep the history of the original growers. A pioneer then, a leader now.

At the Royal Gorge Bridge & Park we decided to invite everyone to do one simple thing - Come Across. Because when you visit, you come across a new experience. We put three different artists - a painter, a musician and a fashion designer - on the bridge for the first time and worked with Bean Dog Films to capture what they created. The musician, singer songwriter Covenhoven, wrote a song that we used as the music for all three films. Our painter, Will, and Mona, our fashion designer, created works that were on display at the park. The campaign garnered 6 million impressions and ticket sales increased by 16%. year-over-year.

AWARDS

The One Club for Creativity Denver - Silver, Broadcast Advertising

AAF Colorado Springs-Gold, Best of Show HSMAI Adrian Award-Silver

How do you get people to stop thumbing through their social feed long enough to showcase the Converse One Star line? Our campaigns featured friends enjoying life together. In one set, we tell a rebellious story of a group of friends enjoying the sights and sounds of Coney Island and the streets of New York City.  In another, we showcase motorcycles, guitars and the desert.

Colorado Springs Utilities provides services to the Pikes Peak region and has been since 1924. We wanted to show that almost all of the employees that work at Colorado Springs Utilities also live there. For this campaign we chose to focus on six individuals and give the audience a brief insight into not only their job and what they do day in and day out, but also that sense of pride they get from helping to change the community for the better each and every day. Working with the insanely talented crew at Neu Productions, we created six 60 second films and 30 second cut downs to use throughout broadcast, social, print and digital.

As a result, we increased brand favorability and won 2 awards from the American Public Power Association.