To promote the new The Little Mermaid Happy Meal, we wanted to inspire girls to dream big just like Ariel. So, we turned our :30 spot into a mini-documentary featuring Maizy Gordon, a real surfer and member of Black Girls Surf who dreams of going pro.
AD: Jang Cho
Director: Walter Thompson-Hernendez
In partnership with Helzberg Diamonds, we implemented a service no other jeweler has before– we ordained their associates to offer real, legal in-store weddings. Now couples can get the ring and get married all at the same time. We had 60+ weddings in the first month and were even mentioned in a segment of NPR’s “Wait Wait…Don’t Tell me.” The service is still offered today.
AD: Veronica Kraus
There are certain truths all McDonald’s fans can agree on. We put these truths up on the third largest billboard in Times Square to get people talking…and hungry.
AD: Jang Cho
Photographer: Tyllie Barbosa
In 2018 the Super Bowl came to Minneapolis. It was also the inaugural year of The Great Northern Winter Festival, who needed help generating excitement and awareness. So, we created a PR activation that had never been done before using one man, a pair of snowshoes, and all of Target Field.
We partnered with world-renowned snow artist Simon Beck to create one of his signature designs in a stadium for the first time ever. It took 10 hours and over 45,000 steps to cover Target Field in a massive geometric design using only his snowshoes.
The installation generated over 250 million+ impressions and was picked up by news outlets like Nightline, USA Today, National Public Radio, and The Washington Post.
AD: Veronica Kraus
Garden of Life is a leader in the vitamins and supplements industry. Everything they make comes from USDA Organic and Non-GMO Project Verified whole foods. We created their first national campaign ever by telling the simple story of what they say YES to and what they say NO to.
AD: Veronica Kraus
Director: Trevor McMahan
X-Games Station Domination and a bunch of weird social stuff we made for this delightfully strange jerky brand.
The X-Games made it nearly impossible to advertise in or around U.S. Bank Stadium during the event. So, we thought about the one thing they forgot about – the Minneapolis Light Rail stations. We took over all the stations leading to U.S. Bank Stadium, making sure Jack Link’s jerky dominated the event.
To raise awareness for the new Jack Link's retail store, we created a mock QVC commercial that ran on our social channels. We even bought a 1-800 number people called to receive the secret password (IT'S A JERKY MIRACLE!) to win one of the featured items.
A spooky story I wrote for Halloween we released on Twitter and IG Stories.
The Odyssey Project was part of a re-branding effort mono did for Sperry.
We sent intrepid souls on water based adventures to uncover more about themselves and the world around them.
One of our main challenges of The Odyssey Project was matching the right traveler with the right Odyssey. We wanted our travelers to experience something new and even a little scary. The outcome was a ton of different stories from completely different people having perspective changing experiences that happened organically.
Travelers had no clue where they were going or what they were doing until they received their shoeboxes in the mail. We created custom boxes for each traveler filled with clues as to what their odyssey had in store for them.
We sent Hello America, a couple of analog photographers swimming with the largest animal on Earth – the blue whale. As it turned out, Kristen was absolutely terrified of whales. Watch her demolish her fear.
We sent Katie Eary, a designer from the UK, shark tagging in Miami. Her bright and beautiful patterns made her the perfect candidate for this odyssey, but she was still very far away from her comfort zone. Watch her get up close and personal with shark after shark after shark.
A Tumblr site was created to host and share the odysseys.
Becoming a mom changes a lot, but it doesn't change your sense of style. For too long, moms have been unfairly stereotyped as unfashionable and out of touch. Evereve is a national retail brand dedicated to empowering moms through fashion. Together, we set out to change those stereotypes and redefine what it means to Dress Like a Mom.
“Even when Evereve was just a dream of mine I knew I wanted to create a place where moms could come to feel beautiful, powerful and stylish,” said Evereve Co-Founder and Co-CEO Megan Tamte. “The ‘Dress Like A Mom’ campaign brings our vision full circle. It’s bold and fun and speaks authentically to moms today, and I’m thrilled to see this come to life.”
2018 Global SABRE Gold
AD: Sam Perry
What do you do when a zero-calorie, zero-sugar stevia sweetener asks you to create a campaign that leans into wellness? Well, first you scratch your head. Then, you make a series of silly digital videos that lean into the fact that whatever amount of wellness you’re doing, you’re doing it right.
AD: Veronica Kraus
Director: Danielle Katvan
Target is constantly creating their own in-house brands for various categories. I named their latest storage and organization brand, Brightroom.
I love documentary films. I’m obsessed with their ability to wield the power of storytelling to change perspectives and influence change.
At Carmichael Lynch I was lucky enough to get a taste of documentary filmmaking for brands such as U.S. Bank, Phillips 66 and non-profit organizations like the Penumbra Theatre. In each of these films I played a vital role in gathering research, interviewing participants, and crafting the story through the editing process.
To help promote Phillips 66’s sponsorship of the Albuquerque International Balloon Fiesta, we created films about two inspiring and experienced pilots - Michael Glen and Paul Petrehn.
We partnered with Penumbra Theatre Company, the largest African American theater in the country, to promote “My America.” Their sold-out production featured performances by real people to highlight the compassion and courage we need to move towards a more inclusive America.
Talk Shop was a content series we created for U.S. Bank that told the stories of small business owners to help other entrepreneurs thrive.
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