annika lapakko

63% of medical practitioners say they pursued medicine to make an impact and change the world. Yet, many of them end up lost in a system of insurance claims, paperwork, and bureaucracy.

For 250 years, Army Medicine has put people before profit and healing above all. So we reminded doctors, nurses, and students why they chose this path in the first place and showed them that Army Medicine is a place where healing still comes first.

The fashion world has always borrowed from Army style. It was time for us to reclaim our territory.

U.S. Army Green Label is the Army’s first-ever fashion collection, created in partnership with John Geiger. This limited-edition release blended modern streetwear design with the functionality, durability, and performance of Army uniforms, giving a new generation a fresh perspective on the Army.

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

To inspire young girls to dream big like Ariel, we turned our :30 spot into a mini-documentary featuring Maizy Gordon, a real surfer who dreams of going pro.

AD: Jang Cho

Director: Walter Thompson-Hernendez

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

There are certain truths all McDonald’s fans can agree on. We put these truths up in Times Square to get people talking…and hungry.

AD: Jang Cho

Photographer: Tyllie Barbosa

In 2018 the Super Bowl came to Minneapolis and The Great Northern Winter Festival was just launching. To generate awareness for the event, we created a PR stunt 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

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.

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

You never know what will happen on the road, but with OnStar, you’ll be prepared for anything. Like when an unsuspecting camel decides to cross your path.

Agency: FP7 McCann Dubai

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

Target is constantly creating their own in-house brands for various categories. I named their latest storage and organization brand, Brightroom.