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PANTENE & REFINERY29    |    HOLIDAY STYLING AT TARGET

Pantene partnered with Refinery29, her online style authority, to create inspirational, multi-platform content including hairstyling how-to videos, trend reports and more. Pantene styling products were woven throughout, so no matter her style during the holidays, Pantene was a relevant part of her playful lifestyle.

A mobile offer drove trips to Target, and at the in-store display, she could continue to engage with Pantene styling content via Blippar. Pantene styling product sales at Target increased by more than 50% vs. the holiday timeframe last year.

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PANTENE   |   BEAUTIFUL HAIR WHATEVER THE WEATHER

Pantene partnered with the Weather Channel at Walgreens to deliver relevant messaging along her path to purchase based on localized weather conditions. We created geo-targeted mobile ad units with a coupon to drive her in-store where she would see a display featuring products to fix her immediate hair concerns. This program drove base and total category sales making Walgreens one happy customer.

2014 Awards: WARC100 #5 Best Global Campaign, Ogilvy ARF Best in Show, Digiday best mobile brand experience, Digiday finalist most integrated retail experience, Reggies (2 Gold, 1 Silver), Effies (1 Gold, 1 Bronze, Grand Effie Finalist), Addy (1 Bronze), ProAwards (1 Gold, 1 Silver), OMMA Finalist, IAB Mixx Finalist, Jay Chiat Silver in Best Research

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VIDAL SASSOON    |    SALON GENIUS, THE EXPERIENCE

When Arc was tasked with launching Vidal Sassoon, we wanted to make sure women knew this brand came from a real salon. To prove we were no imposter, VS stylists traveled across the country, giving women a truly unexpected experience where they already shopped – food and drug stores. Our pop-up salon event left women feeling great and helped re-establish Vidal Sassoon as THE authentic salon brand.

2013 Awards: Hub Magazine Gold Medal

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WALGREENS    |    WALK WITH WALGREENS (REGIONAL TV)

A recent spot we did for Walk with Walgreens, urging consumers to visit Walgreens in the month of October. For every new registration, Walgreens would donate $1 to the Susan G. Komen for the Cure.

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WALGREENS    |    WALK WITH WALGREENS

Let’s be honest. America’s obesity rates aren’t getting any lower. If there’s one thing America is obsessed with, it’s free stuff. Walk with Walgreens launched April 6, 2011 on National Start Walking Day in Times Square; a complete multichannel consumer platform to get America on the move again. 

The early adopters of the program who signed up via text, online and in-store received a walking kit; complete with a pedometer, walking journal, carry bag and more. The goal was simple: Make every step rewarding.

The program is still active, living under Balance Rewards loyalty program.

2012 Awards: Gold Reggie, 2 Silver Reggies, Silver & Bronze Effie, Oracle Award, World Retail Congress Campaign of the Year Finalist, MAA Globe Best Long-Term Relationship Marketing, MAA Globe Best Retail Experience

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BOBOLI   |   GIVE YOUR GRILL A THRILL

A fully-integrated grassroots digital/retail campaign with ShareThis functionality, allowing consumers to share and submit grilled pizza recipes. Digital content also included a Twitter promotion, Google SEM, a YouTube educational video and Zazzle store integration where you could design your own apron. The CTR on Google was an astounding 8% after the first month.

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BURGER KING    |    WORLD CUP RULES 

With Coca-Cola being the official sponsor of the World Cup, Burger King was looking to infiltrate the Cup with various guerilla tactics for major fan groups. Stadium apparel for the fan fanatic—from wearable flags and crowns to thundersticks to cup toppers—was created for over 10 World Cup participants. 

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WALGREENS     |    PRESCRIPTION FOR SUCCESS 

Shopper Marketing Magazine contacted our communications department to inform us that Kim Feil, CMO of Walgreens, was to be inducted into the 2011 Shopper Marketing Hall of Fame. This was a pretty high honor, and also our chance to have a little fun with a congratulatory ad that represented her and the agency well. 

The concept took the inherently pharmaceutical side of Walgreens and showed readers the potential side effects of her leadership at Walgreens and their successful marketing efforts. 

Copy: SIDE EFFECTS INCLUDE: enlarged thinking, accelerated leadership, keen vision, heightened sense of partnership, increased sensitivity to shopper insights, acute sku rationalization, elevated basket rings, swelling of the bottom line, sudden loss of boredom in meetings and contagious laughter. KEEP OUT OF REACH OF COMPETITION.

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WALGREENS     |    ARM YOURSELF

Awards: 2011 Super Reggie, 3 Gold Reggies, 3 Silver Effies, MAA Globe Best Global Campaign

In 2009 Walgreens controlled more than 70% of the market during the Flu season and sold more than 5 million flu shots — 4 million more than projected. For 2010, they were tasked with selling 3 times that: 16 million flu shots.

Arc created “Arm Yourself For The Ones You Love,” and turned an uncomfortable situation (getting a shot) into an act (protecting your loved ones from getting the flu).

New for 2010 was an internal employee campaign, a fun viral video showing how to arm yourself, payee and payor marketing collateral for Universal Health Services and a Facebook campaign to help spread the shot and not the flu.

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GATORADE    |    WINNERS ARE BIG LOSERS

Award winner: 2008 DMA Echo

Gatorade has consistently played a huge role in high school sports and the athlete’s key influencer — their coach. Out of support for high school athletics came the Gatorade High School Athlete Award Program, one of the most prestigious programs in the country.

A sell-in program kit was created, including direct mail and educational materials for coaches, players and parents. For this particular year, kit sales saw a 21% lift, which more than doubled expected results.

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ORBITZ    |    LGBT TRAVEL 

Orbitz is well-recognized in the LGBT community for it’s continued support of civil and equal rights. These ads ran in most major markets, and truthfully, were a lot of fun to work on. 

I provided art direction and copy for these ads; the challenge was to maintain a cohesive look and feel, and continually push to evolve their campaign thematic. 

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PHILIP MORRIS    |    LESS IS MORE 

This was one of the first projects of my professional career for the Philip Morris brand. They didn’t really have a consistent look for their sales force to sell in materials to various retailers. The simplicity of this design sparked a new campaign for all promotional items thereafter. 

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ESPN    |    CORPORATE ATHLETE PLAYBOOK 

ESPN quickly recognized a growing trend at headquarters — more face time with Blackberry than their own cube-mates. A fun and playful handbook was developed to educate and remind them of a healthy work/life balance. 

The stained coffee ring on my sketch pad looked so interesting that I threw it away. But sometimes, accidents make for the best creative.

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JIM BEAM    |    THE WORLD’S FINEST BOURBON 

Consumer insight showed that Jim Beam had a higher perceived value in European and Asian markets. We gave the global brand a complete overhaul; designing a more upscale, premium look that tested with high results in Duty Free shops across Europe. 

Brand style guides, packaging and point-of-sale were created for each major market overseas. Apparently in Japan you won’t find a karaoke bar without a bottle of Jim Beam Black on the table — my kind of night.

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TROPICANA / COOL EARTH    |    RESCUE THE RAINFOREST 

In 2009 Tropicana partnered with Cool Earth, an organization helping preserve rainforest acreage across the world. Along with in-store materials created for various retailers, we specifically focused on Supervalu stores to increase sales for the sluggish chain. 

We partnered with Phenomblue to develop SchoolsToTheRescue.com, a sitelet encouraging administrators to register their school into the Save the Rainforest program. Parent/child communication was also developed, and if they entered the code from Tropicana packaging, they could win $10,000 for their child’s school. 

Currently, over 200,00 acres of rainforest has been preserved.