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 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, Nike+ had to evolve from the world's largest online running community into a platform for runners and FuelBand users alike.
I was the lead writer on the project under my Creative Director Keith Byrne, and collaborated with an amazing team of technologists, UX designers, producers and visual designers to help bring this monster to life. It was covered by every major press outlet and won pretty much every award in the industry.
No one cares about ad awards except for people in advertising; it’s 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 shared on Facebook more than 22,000 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.
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.
We cast, shot and edited everything in-house at MullenLowe with a budget of only $50k.
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 Tinder. Since people on the popular dating app 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.
With $0 media spend the project got press in 96 countries, helping all 10 dogs get adopted. I was a mentor to the interns and a creative on the project.
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.
After I was laid off during the COVID-19 pandemic the only thing harder to come by than a new job was toilet paper. I missed creative directors shitting on my work, 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. I even put it on Amazon.
Little Black Book Online, AgencySpy, PR Week and Reel 360 were nice enough to cover it.
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.
