3. Outdoor
LADIES AND GENTLEMEN,
JOHNNY CASHMERE.
L A Q UINTA Hollywood’s Inspiration for Technicolor.
RESORT & SPA The Quintessential Desert Getaway Since 1926.
Jamba Juice • Banana Republic • La Quinta
4. Banana Republic
SWEET DREAMS ARE MADE OF THIS.
GET A GOOD NIGHT’S SLEEPWEAR.
LADIES AND GENTLEMEN,
JOHNNY CASHMERE.
S TO C K O P T I O N S , T H R E E W E E K ’ S VAC AT I O N &
C A S H M E R E F R I DAYS .
Big Idea: Playfully promote Banana Republic’s sleepwear and cashmere collections
Agency: Better World Branding
Media: Web Banner Advertising
Role: Concept, Copy, Design
5. Del Monte
Big Idea: Launch Fruit Smoothie Blenders product with fun, high-impact headlines and
colorful, package-reinforcing visuals in newspapers across the country
Agency: McCann-Erickson
Media: Print Advertising
Role: Strategy, Design Concept, Copy
7. Semifreddi’s
SEMIFREDDI’S SAYS:
“LAUGH A LOT.
LOAF A LITTLE MORE.”
BERKELEY 3O84 CLAREMONT AVE. 510.596.9942 KENSINGTON 372 COLUSA AVE. 510.596.9935
EMERYVILLE 4242 HOLLIS ST. 510.596.9934
Big Idea: Brand bakery with the tagline “Silly Name. Serious Bread.”
and playfully execute that idea in outreach communications
Agency: Waterseed
Media: Tagline, P.O.S., Advertising
Role: Strategy, Graphic Design, Copy
8. Hornsby’s Draft Cider
Big Idea: Evolve brand appeal and enhance packaging design by “bringing the rhino to life”
Agency: Waterseed & E&J Gallo
Media: Packaging
Role: Design Concept
9. United Parcel Service
Big Idea: Motivate UPS employees to “UpStretch” and reach new heights
by up-selling and enhancing customer service
Agency: Bravanta/Waterseed
Media: Employee Incentive Promotion
Role: Strategy, Naming, Design
10.
11. AT&T Wireless Services
Big Idea: Promote features of AT&T Digital PCS with benefit-driven wordplay
Agency: McCann-Erickson
Media: Print Advertising
Role: Strategy, Copy
12. Blue Shield
Big Idea: Brand Shield 65 medicare program as being one about
people, not politics in direct response newspaper advertising
Agency: Cohn & Wells
Media: Direct Response Print Advertising
Role: Strategy, Design Concept, Copy
13. Dos Equis
Big Idea: Move brand “beyond burritos” via a socially responsible web campaign
and online promotion designed to promote a revolution of mind, body and spirit
Agency: Better World Branding
Media: Consumer Web Site, Online Promotion
Role: Strategy, Creative Direction, Design Concept,
Information Architecture, Copy, Tagline
14. Rolling Rock
Big Idea: ”Dancers to the left. Rolling Rock is right.”
Promote ironic concept of “spill-free, drinking-only section” at concerts
and clubs by encouraging non-drinking dancers to form their own section
Agency: Longhair Activities/Better World Branding
Media: Pitch Creative – On-site Promotion
Role: Strategy, Design, Tagline, Copy
15. Jamba Juice
Big Idea: Re-introduce Juice Club as Jamba Juice
with consumer lifestyle and popular culture-based advertising.
Agency: Beren & Fernbaugh
Media: Pitch Creative – Print /Outdoor
Role: Strategy, Design Concept, Copy Writing
16. Microsoft
Big Idea: Persuade small business owners to purchase Office 97
with clever and compelling benefit-driven copy
Agency: Cohn & Wells
Media: Direct Mail Brochure
Role: Concept, Copy
17. Microsoft
Big Idea: Extend iconographic and parenthetical-thought branding developed
by Weiden & Kennedy in direct response print advertising
Agency: Cohn & Wells
Media: Direct Response Print Advertising
Role: Strategy, Design Concept, Copy
18. Microsoft
Big Idea: Extend iconographic and parenthetical-thought branding developed
by Weiden & Kennedy in Wall Street Journal print advertising
Agency: Cohn & Wells
Media: Direct Response Print Advertising
Role: Strategy, Art Direction, Copy
19. Cisco Systems
Big Idea: Empower “mad scientist” IT managers with “world-controlling”
equipment via direct response print campaign
Agency: Cohn & Wells
Media: Direct Response Print Advertising
Role: Strategy, Design Concept, Copy
20. Cisco Systems
Big Idea: Relieve “worn and weary” IT managers with
“therapeutic technology” via direct response print campaign
Agency: Cohn & Wells
Media: Direct Response Print Advertising
Role: Strategy, Design Concept, Image Research, Copy
21. BoostWorks
Big Idea: Brand company and their products as “Fuel for Faster Networks”
and create a “service station-themed” trade show event
Agency: Kimball Group
Media: Corporate Branding, Web Site,
Trade Show, Direct Mail, Advertising
Role: Strategy, Creative Direction, Design Concept,
Information Architecture, Copy, Tagline
22. Toyota
Big Idea: Encourage college graduates to “Take The Wheel” and apply
for management careers with Toyota Motor Sales USA
Agency: TMP Wordwide
Media: Recruitment Collateral
Role: Strategy, Concept, Research,
Content Management, Copy, Theme Name
23. The Evergreen Group
Web Site
Business Card
Direct Mail Postcard
Big Idea: Introduce the nation’s first sustainable business brokerage as an action-oriented
company that helps Buy, Sell, Value and Grow green enterprises
Agency: Waterseed
Media: Corporate Branding, Web Site, Advertising, Direct Mail
Role: Brand Strategy, Creative Direction, Design,
Identity, Information Architecture, Copy Writing, Tagline
24. Nth Power
Big Idea: Enrich company branding by evolving logo mark, modernizing colors,
introducing new tagline and re-writing and re-designing the corporate website
Agency: Waterseed
Media: Branding, Identity, Web Site
Role: Brand Strategy, Creative Direction, Design Concept,
Information Architecture, Copy Writing, Tagline
28. Corporate & Campaign Taglines
Vyyo Semifreddi’s
Wireless Liberty for All Silly Name. Serious Bread.
BoostWorks Kaiser Permanente
Fuel for Faster Networks The Vision to Lead.
The Experience to Succeed.
The Evergreen Group
Guiding Sustainable Business Dos Equis
Through Evolutionary Change Live the Revolution!
Nth Power Waterseed
Energy. Vision. Capital. Look. Speak. Grow. Bigger & Better.
UTStarcom Toyota
Next Generation Network Technology. Take the Wheel.
Now.
Pete’s Wicked Ale
KickFire Seek the P.E.A.K.
(Perks. Enticements. Awards. Kudos.)
Make Great Marketing Together
Del Monte
Regale
Fruit Smoothie Blenders
Challenge Us
Real fruit. Real convenient.
Just add ice and blend.
