Project Re: Brief | Coca-Cola

Project Re: Brief is an inspiring story about the need for creative thinking in the face of enormous technological shifts in the way we communicate. In a beautiful collision of minds and media, Project Re: Brief is a grand experiment whereby Google partnered with five of the brightest "old-school" legends from advertising to re-imagine their most iconic creative work from a half-century ago for the modern web, for 4 global brands - Coca-Cola, Volvo, Alka-Seltzer, Avis. Enjoy the video!

While shifting formats and media platforms are a challenge, as we learn from our heroes of the past, the basic tenets of human storytelling haven't changed.

This Coca-Cola campaign demonstrates what my team and I regularly accomplished @Google -- our work was supported by an innovative approach, effective partnerships, and best-in-class technology.

       
     
Samsung: The Next Big Thing

According to Asymco‘s Horace Dediu, Samsung spends nearly $12 billion a year on advertising, commissions and sales promotionsmore than Apple, HP, Dell, Microsoft, and Coca Cola combined. For the 2012 Super Bowl, Samsung's brilliant marketing team displayed a sarcastic portrayal of Apple fanboys with circus-like execution. As seen above -- the following year (for SuperBowl XLVII), the team brought in Seth Rogen and Paul Rudd to launch the Galaxy phone, Gear smart-watch, and Note 'Phablet.'

For several years, Samsung's agency took over Times Square, including a billboard projection of dancing tourists. 'The Next Big Thing' campaign has allowed the flexibility to tap into significant cultural moments and relevant conversations while showcasing innovation.

My team was responsible for Samsung's Rich Media initiatives, through their agency Starcom-Mediavest, including creative conception, implementation, issue resolution, and post-campaign reporting/analysis -- with me as the primary contact.

       
     
Dove: Real Beauty Sketches

Only 4 percent of women worldwide think they're beautiful, Dove says. The brief for this project, then, was simple: Make women feel better about themselves. Ogilvy Brazil did so in startling fashion, producing the most intriguing social experiment and most viral ad campaign of 2013. 

The agency hired FBI forensic artist Gil Zamora to sketch women (sight unseen) as they described themselves, and then as others described them. The differences in the final sketches are stark: "You are more beautiful than you think," said the end line — as simple and perfect a brand statement as there could be — a clever and poignant exploration of self-esteem that was as beautiful as the subjects it studied.

Dove's campaign was one of my team's favorites. #empowerment #beauty

       
     
Google Web Designer: Thought Experiment

Meet Marius Veltman, a rich media expert from Holland and a life-long creative technologist. Walk through his evolution as an artist and designer and peek into his creative process. Watch as his sketches come to life through the medium of HTML5 and the help of Google Web Designer. Marius's ideas develop in parallel to his own story as a designer. 

My team led the cross-functional initiative on product and opportunity development for Google Web Designer through analysis of requirements, feature prioritization, surveys/focus-groups, and (customized) solutions-oriented design.

       
     
Proctor & Gamble "Best Job"

The feel-good commercial of the London Olympics wasn't about the athletes at all. It was about their mothers. Wieden + Kennedy hired Babel director Alejandro González Iñárritu to tell the story of "Best Job," P&G's latest salute to moms, whose dedication makes the world's top athletes possible.

Every scene celebrates the single relationship—the ultimate one, in the end—that has helped so many young Olympians realize their dreams. Moms have a supporting role, not the starring one. This spot gave them the spotlight, returning the love they so freely give. And it was received with open arms—by mothers everywhere, by their children and by the Emmy Awards, which named "Best Job" the best spot of 2012.

Proctor & Gamble is Google's largest advertising customer; they were my client for nine months on the DoubleClick Rich Media team in 2012, partnering on 20+ large-scale campaigns. During this period, I supervised their adoption of the entire product suite: DFA, DFP, Studio, Search, AdX, and Bid Manager.

       
     
Heineken | The Odyssey Film

The most legendary castaway boards a ship, entertains and charms the pants off the passengers and crew. But that can't be one man, can it? 

Heineken Odyssey celebrated the premise that every man is legendary at something. Proof: non-actors were cast to play the central protagonists.

Starcom-MediaVest, my team, and Wieden + Kennedy created the Rich Media component, which featured 'Channel Connect' technology, allowing mobile gestures (lick, swipe, tap and touch) to control the desktop experience.

       
     
GYBO: Get Your Business Online

Businesses that are online are growing faster. One in five searches is local, which means someone is looking for a product or service nearby. 97% of internet users look for local goods and services online.Yet, most of US small businesses do not have a website. Let's get our mother's, brother's, sister's, uncle's - all of our favorite businesses online. 

Break-out Sessions included: Analytics, Local Reviews, Building a Website, AdWords, and Social Media.

Senator John Kerry attended GYBO for Massachusetts. It was an exciting day. We discussed partnering with entrepreneurs to encourage economic growth. My role involved preparing the event and leading our 1:1 consultations.

       
     
Obama for America: Social Media

Barack Obama's usage of social media in his political campaigns has elicited much scholarly inquiry. It is estimated that the effort resulted in more than 200,000 organized events, 400,000 blog articles, 400,000 YouTube videos, 35,000 volunteer groups, $30 million (spent by 70,000 people in fundraising), and three million phone calls (made through the website's internet virtual phone) in the final four days of the 2008 campaign. Advertising played a small part in that movement, including my team's minor contribution with Rich Media YouTube Banners through the Political team @ Google.

       
     
The Litter-Robot: No More Scooping

One Word: SkyMall ... as one of my former (500+) AdWords clients, this one was memorable.

Cleaning the cat litter box is now as simple as changing a kitchen garbage bag every few days. With the Litter-Robot™ -- never again will you have to scoop a dirty litter box by hand!

My team was responsible for over 150+ quarterly AdWords account performance reviews / optimizations, plus ongoing ongoing strategic consultation/support, with ≥ 95% customer satisfaction score.

       
     
The DuVine Experience

DuVine Cycling + Adventure Co. designs and leads luxury bike trips in the world's most amazing places -- from the rolling hills of Tuscany and storied medieval villages of Provence to the Andean foothills of Argentina's wine country and the lush vineyards of Sonoma. Biking is the very best way to travel and experience authentic local culture through fun and fascinating local activities, outrageously satisfying food and drink, and stunning luxury accommodations. Welcome to the ride of a lifetime.

DuVine Cycling & Adventure Co. was a favorite Google AdWords client, as one of the first beta-testers for YouTube True-View, the first ad format to allow consumers to skip the ad -- proving engagement and providing more-accurate brand-lift metrics.

       
     
Cubebot® by David Weeks Studio for Areaware

Areaware is a New York City based producer of everyday objects that are both functional and unusual. The firm's goal is to create thoughtful products that inspire an emotional response.

In an effort to capitalize on the enormous fanfare of CubeBot, the design team released a second line of micro cube-bots, with follow-up marketing "Mood" plus "Origin Stories" and "How to Dance."

We helped optimize their conversion funnel with goals in Google Analytics.

       
     
Google Grants for NonProfits

Google Ad Grants empowers nonprofit organizations, through $10,000 per month of in-kind AdWords™ advertising, to promote their missions and initiatives. My team helped launch the integration of AdWords Express with the Grants program.

AdWords Express provides a quick and straightforward way to connect a nonprofit with it's potential customers, donors, and volunteers -- allowing more time to be spent doing good for the world.