It didn't take us long to realize this brand was, at its core, centered around doing the right thing for their customers. We unearthed a treasure trove of letters sent in by customers about how Les Schwab employees went above and beyond for them...just because it was the right thing to do. The stories were amazing and selfless, so bringing them to life was the most genuine way to show the soul of this brand. After the campaign broke, Les Schwab saw the first positive earnings quarter in over 2 years, a 30% increase in brand awareness and a 25% increase in positive conversations about the brand online.
"Water for Horses"
"4th of July"
Working on this account was a great excuse to get outside and live the brand. They make some of the greatest gear for some pretty tough customers. Even still, they don't take themselves too seriously.
Some of the best long copy I've ever had the pleasure of type setting.
When we won this business the brand had become overshadowed by the big players (The North Face, Patagonia, etc.). People had forgotten that Eddie Bauer had been a pioneer in the outdoor adventure space. The brand needed a rallying cry to get people to take note again. We gave them Eddie. Set. Go.
Ball Park Franks
When we won this business, Ball Park was in a war with another well known hot dog brand. Part of their solution was to expand their product offering into other forms of hand held goodness like sliders, pretzel dogs, burgers, etc. It seemed like they were making food specifically for us dudes. It was, after all, dude food. So we developed a campaign to showcase this funny little cross section of dudeness.
This idea was never to be presented to the client. I begged my boss to please just let me present it at the end of the meeting. If nothing else, everyone would get a good laugh, right? He begrudgingly let me. We sold the first spot right then and there. No discussions. No questions. Just laughs. It quickly went viral and the campaign grew rapidly. It was a small client with a tiny budget, but in the end It won awards and was a ton of fun. Here are two of my favorite spots.
A good old American brand that just needed to remind us they too had some grease under their nails and combustion in their hearts.
I did these while freelancing for the good folks at BBDO Chicago. Some fun little :15s to remind us that when your allergies are in full swing, you can become a little distracted. The :30 was a spot to fit in with their existing campaign.
Had the opportunity to do a little work for my favorite burger joint in the great Northwest. Yum.
Girl in the pink dress.
From the few years I worked on this client, these are some of my favorites pieces I produced. The first two spots highlight that lottery money helps the state of Oregon do some good things. The last piece was a fun, giant billboard on a major freeway. The entire message was revealed after a week. It was attention grabbing, got a lot of press and I'd like to think it was a little chuckle for the commuters that saw it come to life.
"Zumwalt Prairie Preserve"
Just a little party invite another Art Director and I put together. The party itself was one of the most fun agency parties I've ever been to. I had to ask the agency president for more money...so I could have livestock brought up to the 8th floor of the agency for the event. I neglected to mention the money was for livestock. I think i said it was for decorations...and it was...sort of. #agencymoralebooster
Working Snow Day
I've lived in a few places that shut down when there is a trace of snow. As a Wisconsinite, I find this hilarious. When your a Wisconsinite that lives 2 blocks from the agency...well, your REALLY have no excuse to stay home. So I did the next best thing. I made this video for all the peeps that "couldn't make it in that day." No script, just screwing around.
My last day at Publicis Seattle. I decided that after a pretty awesome five year stretch it would be a good idea to go out with a bang...so unbeknownst to anyone except my partner, I hired a band to play me out. I had them to play a traditional New Orleans funeral dirge (seemed appropriate). They slowly marched their way through the office, interrupting the weekly All-Agency-Meeting (as planned), to my office where I waited. The rest was caught on camera. Loved working here and loved the people. Just wanted to go out with a little party left in my last steps down those hallways.