______
"NOBODY
READS ADS.
THEY READ
WHAT INTERESTS
THEM -
AND SOMETIMES
IT'S AN AD."
______
HOWARD GOSSAGE
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Founded by personal trainers and real-life couple, Tony and Karen Hill, The Burn is a growing personal training, fitness and wellness center in San Diego, CA.
CHALLENGE
Help a smaller, personal training gym stand out against the rival fitness mega-chains.
SOLUTION
Create a unique brand personality and voice for The Burn that doesn’t take itself too seriously—except when it comes to results.
SERVICES DELIVERED
Concept development
CopywritingPrint2008 -
Consistently named among the Top 10 Mexico Resorts by both Conde Nast Traveler and Travel+Leisure magazines, Pueblo Bonito Resorts and Spas are known for their impeccable quality and atmosphere at premier destination spots throughout Mexico.
CHALLENGE
Establish a voice and elevate the brand's recognition amongst a sea of destination and resort advertising.
SOLUTION
Capture the unique experience that is Pueblo Bonito - without showing the property like every other resort ad.
SERVICES DELIVERED
Concept development
CopywritingPrint2008 -
One of the world’s largest and most recognized charities, Ronald McDonald House helps provide more than 4 million families a year in over 52 countries with the stability and resources they need during a child’s illness.
CHALLENGE
Try to capture what an important charity does, when it does so many great things.
SOLUTION
Show what they do every single day - simply being there for children and their parents when it matters most.
SERVICES DELIVERED
Concept development
CopywritingTelevision2008 -
Billions and billions served. Home of the Big Mac. Does anything more really need to be said about one of the world's most famous brands?
CHALLENGE
Promote seasonal food offerings without it just being all about the food.
SOLUTION
Develop quick, funny stories inspired by some of the food's key attributes.
SERVICES DELIVERED
Concept development
CopywritingRadio2009 -
Founded in San Diego in 1976 by two postal carriers, Submarina has secured its place in the Southern California food scene by producing hearty sandwiches made from quality, local ingredients.
CHALLENGE
Continue Submarina’s existing “Powered Up” campaign focusing on their healthier alternatives to fast food — at the same time, create a unique voice and personality to help establish the brand in new franchise markets in 10 states.
SOLUTION
Remind customers that there's a fresher, better and more fun choice to fill up on — served with a side of California attitude.
SERVICES DELIVERED
Concept development
CopywritingPrint, Point-of-Purchase2008 -
Named as one of the leading literacy co-operatives in America, the San Diego Council on Literacy increases public awareness of literacy needs and provides a variety of learning programs for people of all ages.
CHALLENGE
Raise awareness and get people to volunteer their time to become literacy tutors when even raising money for the cause has proven difficult.
SOLUTION
Compelling, reverse psychology put at the street level.
SERVICES DELIVERED
Concept development
CopywritingPrint2008 -
As the #3 fitness equipment company in the world, Star Trac Fitness has quickly become a recognized innovator and leader in the health and fitness industry.
CHALLENGE
Differentiate and reposition themselves in an industry whose main focus has simply been on sales and new products.
SOLUTION
Be about something more than gym equipment by acting as a catalyst for healthy change in the lives and world that drive their business.
SERVICES DELIVERED
Brand Strategy
Concept development
CopywritingWeb, Rebranding, Integrated2008 -
As the most popular and prolific video game title in history, Madden NFL has helped Electronic Arts become one of the largest and most award-winning game development companies in the world.
CHALLENGE
Build excitement and word of mouth around the upcoming release of the latest mobile version of the Madden NFL franchise.
SOLUTION
Launch a viral online video that promotes the mobile aspect of the game, while also capturing the fun and dedication found amongst typical players.Web, Viral, Television2011 -
Founded in 1996 by a former college football player, Under Armour quickly grew to become one of the premier suppliers of high tech sportswear to professional athletes. Now one of the most recognized sports clothing brands in the world, they offer a wide range of sportswear, casual apparel and footwear at both the professional and consumer level.
CHALLENGE
Create awareness and introduce Under Armour's latest sportswear technology - a revolutionary, moisture-wicking fabric called Charged Cotton.
SOLUTION
Create "electrified", attention-grabbing page takeovers on some of the most popular sites on the web.Web, Rich Media2011
