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, 1.2 billion impressions, JetBlue’s most covered campaign ever.
30,000 people cleared their Instagram to enter our sweepstakes.
Then they let us know what they’d do if they won, turning their feed into an ad for us.
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 clog their fax machines with steamy excerpts from queer novels.
Results: One Show Merit, 5x Gold at Anthem Awards, 214 million earned impressions with $0 media spend, 15 bills buried.
Along with the steamy excerpts, we included this cover page that explained why we were clogging their fax machines.
It gives me great joy to think about how mad they were when they read this.
The FuelBand was a wearable that tracked your activity and let you compete against friends on Nike+. As lead writer I wrote the majority of the copy on the app and website, and collaborated with an amazing team of technologists, designers and coders to bring this monster to life.
Results: Gold, Silver and 2x Grand Prix at Cannes; Best of Show, 4x Gold and 2x Silver at One Show; 3x Yellow Pencil and 3x Graphite Pencil at D&AD
The experience was fully dynamic, so each day you’d get different messaging according to how active you were. For each line of copy you see here I wrote hundreds more that were used.
You could collect badges to show off as you progressed through the experience and hit your goals.
You could also track your activity on the mobile app, where we created a celebratory character named Fuelie.
If you hit your daily goal a few days in a row, Fuelie would show up and do a dance to help you celebrate. What a silly little guy!
Most brands on social aren’t really saying anything. So to re-launch Cini Minis, we typed gibberish for 24 hours. Twitter went crazy with speculation before we announced it was because Cini Minis are sticky and make it hard to type.
Results: Best performing organic tweet in Burger King’s history, Ad Age Tweet of the Week.
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.
Results: One Show Merit, 2x Webby Winner, Communication Arts, 55 million impressions, press in 96 countries with $0 media spend, all 10 dogs got adopted.
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.
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.
Century 21 agents are relentless. So to honor their top performers, we created Mettle Trophies — made from metal yard signs of homes they went above and beyond to sell.
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.
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 ‘Shitty Portfolio’ on a roll of TP and sell it for the price of my salary. A roll for a role, if you will.
Results: Covered by Little Black Book Online, AgencySpy, PR Week and Reel 360.
Ad awards are one big circle jerk. So I took the piss out of them with the Handys, the world's first award show where you could award yourself. Much to my relief, people loved it.
Results: Top 50 most-read article on Adweek.
Shake your phone to win a Handy. The app tapped into the smartphone’s accelerometer, so the more you shook the more prestigious your award.
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.
