“Share the Humor” shopper marketing campaign produced and executed in summer, 2015. Ice cream is everyone’s favorite summertime treat. To drive consumers in-store to pick up their favorite novelties, I was asked to develop several headlines to help create this fun, city-specific campaign that ran in New York City and Boston. The result was a cool summer sensation for all Good Humor ice cream brands.    

“Local Market Softscape” in-restaurant campaign created for Wunderman. The concept was simple, create customized point-of-sale materials and promote specialty menu items for specific markets. Humorous messages focused on local flavor created a strong connection for BK in those markets. Texas in particular even got it own tagline….Have It Your Way, Y’all. Plus, this market even received a special message which welcomed G.W. Bush home to Texas after his term was over.    

“Tame Your Blade” consumer ad campaign concept created for Ryan Partnership. When it comes to shaving, most shaving creams and gels are sold with razors as part of a system. But what do you do when your shaving gel stands alone on the shelf? To break through, I created a new story by re-launching Edge as the shaving gel that worked with all blades. Promoted as a performance upgrade that guarded against the harshness of a cold steel blade, Edge became the coolest accessory in the medicine cabinet. This playful gel image also became a key interactive device in other ads and online banners.  

“Taste the Greatness” in-restaurant campaign created for Wunderman. Nothing beats the Whopper and nothing beats the King. This fun campaign brought the attitude of the King in-store with posters that were created to decorate the walls and tell the story of BK greatness. Created to support a national Whopper campaign, messages in store promoted the infinite amazingness of the sandwich and drove purchase of follow-up dessert items.  

“Good Morning Gorgeous” consumer ad campaign concept created for Ryan Partnership. Making the Skintimate brand relevant to teenage girls and young women involved the development of many different looks and messages. The inspiration behind this winning concept was based on the thoughts that ran through a young woman’s mind while shaving her legs. Seeing how her day might turn out if she kept her legs soft and smooth was very appealing when tested.  

“BK City Mobile Phone Game Launch” in-restaurant campaign created for Wunderman. Getting superfans to play with the King while eating their Whopper was not only easy, it was fun. A strategic partnership with a game developer brought the personality of the King to the small screen. All BK consumers had to do was download it for a fee and start playing. Door clings in all BK locations drove participation.  

“Bonefish Grill Restaurant Signage” campaign developed for Y&R. Creating an in-restaurant experience that was motivational meant creating reasons to celebrate every day. Higher priced meals are typically reserved for special occasions. Getting guests to think that every day is special created a big opportunity for success. This in-restaurant kit included elements throughout the restaurant that invited Mom and her family back to celebrate Mother’s Day. Other kits created fun reasons and reminders to come back and celebrate all throughout the year.  

“Steakhouse Burger Launch” in-restaurant campaign created for Wunderman. Big, juicy premium burgers decked out with indulgent toppings were taken up a notch with a humorous messaging campaign in store. The concept was simple: “you don’t just eat one, you earn one.” This funny approach included two 3-panel drive-thru messages, posters and two different trayliners that encouraged people to reward themselves for doing...

“Late Night Hunger.” consumer print ads created for Wunderman. Driving restaurant traffic during late night hours involved a campaign of print ads and handouts targeted at teens and college students. Special ad placement in college magazines and websites generated late night awareness and persuaded hungry insomniacs to pay a visit to the King. Adding a coupon also added a great tracking tool.    

“Wakey, Wakey, Eggs & Bakey” in-restaurant campaign created for Wunderman. Making a big deal out of breakfast can be pretty fun when you serve it up with a little attitude of the King. Right on target, this campaign was aimed at the taste buds of the post-teenage guy looking to satisfy his late night cravings or crush his early morning hunger pains.  

“BK Crown Card POS”. An in-restaurant campaign created for Wunderman. Really, who doesn’t need a BK gift card? This in-store campaign gets the point across using a little attitude of the King. Plus, the three word tagline (Load. Give. Eat) gave us an easy way to provide concise directions in a way that even fast food fans would understand.  

“XBOX 360 Winter Event” created for Wunderman. The question was how to bring fun and excitement to a booth that was outside, on a ski hill with no electricity to power an XBOX 360 gaming system. My concept was to freeze actual XBOX 360 games inside large blocks of ice. The resulting event attracted thousands of people who lined up for their chance to win. To play, they simply rubbed their hands on the ice to melt the block and win the games hidden inside. Needless to say, it took a lot of people to participate and it quickly became a cool fan favorite with skiers and XBOX fans alike.   Other events that...

“Stop Hiding. Start Living.” psoriasis awareness campaign created for Wunderman. People with psoriasis tend to hide behind their disease. Using the visual of camouflage, we brought the campaign to life with a celebrity endorsement, TV spot, print, outdoor, online and special events. Encouraging others to seek help… How do you get 7 million people hiding from psoriasis to seek treatment? The concept: educate the other 293 million Americans and have them encourage their friends and family to seek help. Part one: work with a celebrity who has the disease. Part two: begin spreading the word. Part three: create a website that...

“San Antonio Spurs Celebration” outdoor campaign created for Wunderman. Burger King created a special sandwich just for Texas called the Texas Double Whopper. To kick it off in San Antonio, we launched a campaign that celebrated the Spurs recent championship victory with billboards around the stadium and all over town.            

“A Good Night’s Sleep Lasts All Day Long” consumer magazine print ad created for MSI. More than just a good night’s rest, we elevated the mattress conversation to be about “comfort”. The premise was simple: a comfortable night’s rest leads to a comfortable day which in turn leads to a comfortable life. To support this notion, consumer and trade ads promoted a line of mattresses designed to fit everyone just right. Plus, in-market mattress challenges took the “choose your comfort” story to consumers in malls across America.  

“USPS Jazz Stamp Introduction” created for DraftFCB (formerly Lee Hill). Launching a legendary stamp collection included the creation of an authentic and collectable jazz poster. Incidentally, this was the first international presence for the U.S. Post Office and a big hit with stamp collectors worldwide.