Would you delete all your Instagram pictures for the chance to take new ones around the world? That’s what people did to enter our All You Can Jet Sweepstakes, which offered winners unlimited JetBlue flights for a year.
Results: $2.5 million in earned media, 1,000+ organic news placements and 1.2 billion impressions.
30,000 people cleared their Instagram to enter our sweepstakes.
And turned their feed into an ad for us to let us know what they’d do if they won.
To get even more buzz at launch, we cleared @JetBlue’s IG feed
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 jam up their fax machines with steamy excerpts from queer novels.
Results: 3 million faxes sent, 214 million earned impressions with $0 media spend, and 15 bills buried. It also won at One Show, got five Golds at the Anthem Awards and picked up industry press.
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.
Ad awards are 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 could award yourself. All you had to do was shake your phone like there's no tomorrow to win one today.
Results: Much to my relief, people loved it. The Adweek write-up was one of their most popular articles of the year. It was also picked up by ad press all over the world.
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.
The FuelBand was a wearable that tracked your activity and let you compete against friends on Nike+. Each user received a tailored experience with messaging that matched their daily activity and kept them motivated.
As lead writer I wrote the majority of the copy on the highly dynamic app and website, and collaborated with an amazing team of technologists, designers and coders to bring this monster to life.
Results: This was covered by every major press outlet and won pretty much every award in the industry, including two Grand Prix at Cannes and Best of Show at One Show.
Most New Yorkers can’t be bothered. But when a vacation to Bermuda calls to tell them all the things they can do there and that it’s only two hours away? Well, that’s a different story.
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.
It was an impossible brief: do something famous for no money. So to help New Yorkers get off dating apps and find true love, we partnered with Social Tees Animal Rescue and put 10 of their abandoned dogs on Tinder. With $0 budget or media spend the project got press in 96 countries, helping all 10 dogs get adopted.
To reward Century 21’s most relentless real estate agents, we created Mettle Trophies — awards made out of their metal yard signs that represent how the agent went above and beyond for a particular client.
We worked with origami artist Beth Johnson to create the design, landing on a salmon because just like the agent, they go against the current and give it everything they have.
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.
Most brands on social aren’t really saying anything. So to re-launch Cini Minis, we did exactly that. Twitter went crazy with speculation before we announced what it was all about.
At the time of publishing, this was the best performing organic tweet in Burger King’s history. It was also named Tweet of the Week by Adage and got press outside the industry, all with no media budget.
What if agency names actually made more sense post-merger?
Pretty sure the ad industry is consolidating into one giant holding company, but until then I’ll be adding to this list as they pop into my head.
People say New Yorkers are rude. Guess they’ve never seen multi-platinum artist and Broadway star Josh Groban carol his way through the Grand Hyatt New York during the holidays.
People talked about it. And so did People Magazine.
When I was laid off during the pandemic the only thing harder to come by than a new job was toilet paper. 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.
Little Black Book Online, AgencySpy, PR Week and Reel 360 were nice enough to cover it.
The Sourdough King is two beef patties with all the fixings on sourdough bread. So is it a burger or a sandwich? We weren't sure, so we turned a Burger King into a formal debate stage and asked our customers to decide for us.
To move the debate online we created polls on social.
Greyhound was expanding their service and upgrading their fleet. To spread the word, we launched an out of home campaign that ran in key markets throughout the country.
