They say "If you can't beat them, join them." Well, OZ Naturals wholeheartedly disagreed. They wanted to beat them. But not by throwing money at a massive media and marketing plan. Beat them with intelligence and an amazing product. You see, OZ Naturals isn't your ordinary skincare. It's proprietary Cold Process formulas use less heat so ingredients stay pure and potent. Add to that the fact that they are cruelty-free, natural, vegan, gluten free and use sustainable ingredients, it's a multi-tiered attack on those mega brands. The products are great for you, great for the environment and easy on the wallet. Isn't that what skincare should be?

Small, niche coffee brands often get lost in a world full of Starbucks. So when Café Bustelo wanted to run their first ever national ad campaign, we leveraged its cultural relevance in Latin culture. We transformed the Cafe Bustelo iconic yellow can and striking graphics into various scenarios celebrating the heritage and spirit of the community while inviting new users to get a taste of El Sabor Latino, the Latin flavor. The campaign’s animation and social presence garnered much press and answered the client’s ask of making sure people knew that Café Bustelo “Estuvo Aqui”, or for those of us whose only Spanish is “Enchilada”, “Quesadilla”, and “Burrito,” it’s “Café Bustelo Was here.”

There’s nothing worse than a stale cookie. And who better to know that than Nestlé, the creators of the iconic Toll House Chocolate Chip Cookie. But fame had a price over the years: society became bored with the brand. Passed by in the refrigerated aisle. Everyone looked for a newer, “cooler” alternative. So it was our job to make a classic a classic again. It was simple. In this fast-paced, dual-income, no-time-for-anything world, what could be better than a delicious, warm baked chocolate chip cookie? Well, turns out an awesome rally cry and dozens of new recipes are! Pumpkin chocolate chip muffins, cake pops, brownies, chocolate chip pie, oh my! A cookie lover's dream. So when you don’t have any time for yoga, can’t make a Halloween costume from scratch if you tried, or have no idea how to get that damn stroller closed... you’re in luck! Because all you have to do is grab some Toll House and shout “I Can Cookie!”

"The world is unfiltered. We want to deliver it that way." That's the first thing the staff at Allsides.com told us when we met. "When people see only one side, it creates a highly polarized political and social environment that fuels extremism and hatred for 'The Other Side'." After that, we knew the perfect plan to get the word out there. Social media uses their algorithms to feed us what they think we want. But if you wish to see all sides of one story, not many are willing to do the work or are confused about how to find it. We took the transparency of the brand and gave it the same kind of tone of voice. Unfiltered. They want to own one side? Let them. We'll own all sides. Not just with world politics but with every facet of life. We knew that even using the environment we're exposed to every day, we could spark a conversation. Give everyone a chance to find what's their side.

Every year on St. Patrickís Day, millions of Americans – are Irish. So we used this truth to build a campaign that would get more tourists to Ireland than ever before. With the Irish economy suffering, the government needed The Gathering initiative to be a success. So we created a rallying cry, "Calling all" descendants of Ireland, no matter how distant, to be a part of the Gathering. This bona fide invitation featured non-traditional Irish faces, while celebrating the Irish ancestry of the Flynns, O'Mallys, Schweitzenburgs, Nakamuras and Senguptas. The print campaign, along with our social app, was a roaring success. And soon, Ireland welcomed more tourists than ever before.

After answering 10 tongue-in-cheek questions, we'd present anyone and everyone with their percentage Irish. The game was the right combination of silly + bragging rights and people shared it more than we ever dreamed they would.

Usually cold and flu advertising is about
just that – the cold and the flu and their symptoms. But with Vicks, we chose to focus not on sick people, but on what happens when you get to the other side – Better.
Our new tagline invited people to Breathe life in. And that's what we brought to life with this first campaign to break against our new strategy. You'll see no red, runny noses or towers of balled up Kleenex. This campaign
is upbeat. It's fun. And it has the energy you'll feel when you leave Sick behind and
breathe life in again.

Many people order drinks not according to their taste preference, but according to how they want to be perceived. Not so for the folks who drink Beefeater. They want a pure, authentic gin. So we took what was perceived as a brand shortcoming – the fact that Beefeater has made zero effort to become a "badge" and has refused to change throughout its history – and we made it a positive. We realized this is a brand that tells it like it is. So we created a campaign that does just that. Pure and simple.

The Citi account was a big win for the agency. And it was our campaign that won it.
The idea for it was rooted in the monthly statement we all (hate to) get in the mail.
If you avert your eyes from the big, red "Amount Due" for a moment, there's a lot you can glean from your charges. In essence,
it's a month's worth of memories. "Oh look,
City Crab – that was the dinner I took my
mother to and told her I was going to grad school." Or "There's our round-trip tickets to Alaska, where we got to see the Aurora Borealis." In thinking about it, we realized each statement told a story. And that became the idea for the campaign and a tagline
that lasted 6 years,

"What's your story? We'll help you write it."

Bounty is for messes, big and small. However, we saw that consumers were assessing some messes as too big for Bounty, which is rarely the case. So we showed them that no mess is too big for Bounty to handle – by literally forming the spill in the shape of a handle – and proving that any mess is a cinch to pick up with Bounty.

Metamucil, a brand developed in 1934, asked us to spearhead and devise a new, modern way to adapt to the ever-changing food landscape. Pink slime made to look like a hamburger. Chicken nuggets shaped like dinosaurs. Our food is in disguise, devoid of all the nutrients we desperately need as humans. Metamucil wanted to pull back the curtain and expose the lie. It’s time to take back those nutrients that our bodies used to get naturally, especially fiber, and add it to our daily routine to help lower cholesterol and improve digestive health. The idea was simple: tell the truth, and challenge those who didn’t believe. By offering a 2-week challenge to feel healthier and fuller after meals, we took “your grandparent’s Metamucil” and made it a modern-day solution to what ails us all. Usage soared and social media interaction charted all new highs. Social influencers shortened the name to Meta, and in turn, we added longevity to what was once a dying, stodgy brand.

The way this inhaler works is to open up the nostril's passageways. We figured there's really only one alternative for people who want to breathe easier. And thus the idea for our Third Nostril campaign was born.

Most people don't know what annuities are. Even if they do, they don't know AXA sells them. And to top it all off, they've probably never heard of our client. We weren't off to a great start. But then we approached this assignment like we would any other: we made it human. This print campaign not only explained annuities and their value, but did it with a sense of humor.

Hilton’s tagline is, “Our stage. Your story.” 
But for this spot they had no money - end of story. So we thought about the role stories play in our lives and with found footage we delivered on what makes a good story, great.

For radio we tapped into a simple truth: we all know people who tell their one vacation story way too many times. With this campaign we used some tough talk to urge people to ditch their old vacation story and get a new one with Hilton.

Hilton's been the official hotel of the GRAMMYS for decades and we knew
we'd be tweeting live from the show. 
So we pre-wrote tweets for anything we could think of and had a core team at the show with others logging in from satellite posts (aka their homes). We knew we were ready, but nothing could have prepared us for the gift Pharrell gave us when he appeared on stage in a bellhop uniform. Our tweet was re-tweeted more than any other that night and got more than 1.3 million social impressions. Thanks Pharrell!

After the 2008 financial crisis, Citi needed to do something hugely positive to restore faith in their brand. And the 2012 US Olympics provided the perfect stage for it. Our Integrated campaign outperformed all first time sponsors in unaided awareness, and even among established sponsors, only McDonalds ranked higher and they outspent us by like a gazillion dollars. Our TV and digital campaign was part of a massive digital program that allowed people to use their
Citi ThankYou points, and 50 million points donated by Citi, to support the charitable programs of Team Citi athletes. The campaign was good for Citi, the athletes and their charities, and all those who can’t get enough of Olympians and their stories.

Benign prostatic hyperplasia (or, in English, "enlarged prostate.") Not an assignment creative teams were clamoring to work on, but we raised our hands. We knew we could do something creative, while being spot-on strategically. Because it occurred to us that for a man with BPH, any receptacle, wall or shadowy corner, became a potential urinal. And you know what else we realized? It's infinitely more fun to work on an assignment for BPH than to have it.

We set out to change consumers' perception of Dawn as just a regular dish soap. Because Dawn does more than clean dishes, it cleans wildlife – saving more than 70,000 animals since the initiative began over 30 years ago. So we decided to show a dish so clean you can see a reflection in it. But instead of showing the expected reflection of the room the plate is in or the person holding it, the shadows reveal a silhouette of the wildlife they're saving. Our clients were very pleased with the campaign's results. Sales were so strong they donated $1 million to Dawn Saves Wildlife for the next year.

There was a time when "Certified Pre-Owned" didn't mean anything. And that happened to be when we were tasked with advertising the Certified Pre-Owned BMW.
Of course one's knee-jerk definition of this car would be to call it, "used." But that's not the word that comes to mind for its owners.
They love this car. They daydream about it. They obsess over it. Just as any new car owner would when they finally get to drive the car of their dreams. So instead of highlighting the stringent inspection process each car has to pass, (the brief the client gave us), we gave them a campaign that tapped into the feelings that CPO BMW owners have for their cars – which are precisely the same feelings new BMW owners have for theirs. This campaign was so successful it ended up hurting new car sales. Fortunately, that wasn't our problem.

Usually cold and flu advertising is about
just that – the cold and the flu and their symptoms. But with Vicks, we chose to focus not on sick people, but on what happens when you get to the other side – Better.
Our new tagline invited people to Breathe life in. And that's what we brought to life with this first campaign to break against our new strategy. You'll see no red, runny noses or towers of balled up Kleenex. This campaign
is upbeat. It's fun. And it has the energy you'll feel when you leave Sick behind and
breathe life in again.

“That kid is out of control.” “Where are that boy’s parents?” “I would beat that kid if she was mine.” These are some of the comments many hear, or even admit to saying, when they don’t know the whole story behind a child’s behavior. Children with ADHD, Dyslexia or some other form of learning or attention issue, suffer from something even worse than the disorder they’re afflicted with. They're completely misunderstood. These children don’t need to be coddled, beaten or treated unfairly. They just need to be heard. That’s the main message we wanted the Understood.org campaign to convey. There are 2 sides to every story. Make sure you hear both before you judge. After the multi-faceted campaign and online video ran, unique impressions skyrocketed. More importantly, the number of parents with questions about symptoms and seeking diagnosis, doubled in the six months following launch.

Everyone who wears glasses does so for one reason: bad eyesight. And that got us to thinking –do you really want to wait the industry-standard two weeks to be able to see again? So for this LensCrafters idea we focused on what someone would miss out on seeing if they had to wait two weeks to see.

Raise your hand if you floss every day. 
If you raised your hand you get a gold star
(and you can put your hand down now.) 
But fact is, most people don't floss.
Yet brushing alone can't get to the food
that's hiding between your teeth.
So we looked at this assignment
in a way no one else had – 
showing food that's trying,
yet failing, to evade Oral-B floss.

Whirlpool approached us to help carve out a spot in the already cluttered world of washers and dryers. To us, it was simple: These superior machines will enhance the life of your clothing. And with time, resources and energy saved, they just might enhance your life, too.

When a brand new minor league baseball team needs to bring in fans, it’s best to borrow from the rich history of the city it plays in. Coney Island in Brooklyn NY was the new home to the Brooklyn Cyclones. With its early seaside resorts, freak shows and carnival atmosphere, Coney Islands origins were the best way to give weight to a fledgling team headed for local fame.