30.4.11

The First Digital Copywriter



It's Joe McCambley, who is listed as copywriter on that very first 1994 banner for AT&T on HotWired.

According to his bio (pdf), "Joe conceived and developed the first advertising experience that ever appeared on the Internet in October of 1994. It was a banner that led to an online tour of the world’s best art museums, sponsored by AT&T and developed for the inaugural issue of HotWired Magazine."

Which also answers an old question -- what happened when people did click "right HERE".

Alternative Apparel| Rebranding


Problem: Alternative, Alternative Apparel, Alternative Earth. This brand has 5 different names and multiple websites. But when you say, Alternative Apparel, people wonder what kind of American Apparel product extension you’re talking about. That’s a problem for premium priced clothing company selling basics.
Insight: Inspiring creativity is the common thread through all of Alternative Apparel’s messaging. All creative people have to deal with the blank page and the first mark. The moment of creation.
Solution: Refocus the brand to their original mission–to create the world’s best T-Shirt. So we recommended that they drop the “Alternative” and just be “Apparel.”
We want to emphasize the brand’s muted soft cotton clothing. Letting their clothes become the blank slate of a wardrobe. So that creatives can dress quietly but create loudly.
Their messaging, clothing, website and in-store will all emphasize the infinite potential of a blankness.

New Proposed Branding:

Proposed Website

New Website Homepage

New Website Shopping Page

Flagship Store Design

New flagship store design
Catalogue
Redesigned Catalogue
Redesigned Catalogue

Old Branding:


Logo Evolution: Original Logo, Updated Logo, Our Proposed Logo


Old Website
AD: Sarah Kraus
CT: Josh Souter
CW: Adam Aceino (wrote, edited and co-shot video)
Brand Manager: Lisa Scotti
Planner: Jennifer Martin
CD: Kelly O’Keefe

Play Doh| free play time


Problem: How do you make new advertising for a brand that’s been the category leader for over 50 years?

As kids learn to use technology at a younger and younger age, creative toys that allow unstructured free play time are increasingly cut out. Since Play Doh has been around for so long, it tends not to be top of mind.
Insight: Today’s parents grew up with and are still nostalgic for Play Doh. Just the smell of it brings back fond memories.
Solution: Play Doh scented print ads in women’s and parenting magazines reminding parents of the importance of creative free play time for their child’s development.
Tagline: Kids should play like kids.
Tagline: Kids should play like kids.
Tagline: Kids should play like kids.
MY Role: Concept development, copywriting and photography. 
AD: Warner Whatley
CW: Adam Aceino
CD: Wayne Gibson

McDonalds| come clean


Integrated Campaign

Problem: People feel guilty about eating McDonald’s food because of negative publicity around its nutritional value. Local governments have even banned McDonalds advertising targeted at children.
Insight: Healthy eaters spring for McDonalds as a guilty pleasure but are ashamed of their secret McDonalds habit. The majority of McDonalds related tweets deal with people rewarding themselves with McDonalds or feeling guilty about eating there.
Solution: Let closeted McDonalds fanatics know that they’re not alone. Have people come clean about their McDonalds habit by publicly confessing.

Print

Digital

We created the twitter account: @McDsConfession and the hash tag #McDsConfessionFeeds for both of these handles display all the McDonalds Confessions worldwide in realtime on the website McDonaldsConfessions.com

Packaging:

Outdoor:

MY ROLE: Concept development, copywriting and twitter creation/updating.
AD: Warner Whatley
CW: Adam Aceino
CD: Mark Fenske

Dunkin Donuts | ”giving it 110%”


Problems: The recession  forced commuters to cut back on coffee, breakfast and lunch from fast food franchises. What consumers don’t know is that Dunkin Donuts was founded on and helped fuel America out of The Great Depression. Most importantly, Dunkin Donuts is a quasi-bakery that doesn’t serve a bakers’ dozen.

Insight: Dunkin’s customers, hard-working Americans, pride themselves on their cliched  ”giving it 110%” work ethic.
Solution: Inspire Americans to keep giving 110% by setting a good example. Give Americans a bakers’ dozen worth of everything Dunkin Donuts sells.
To do this, we created a line of promotional Bakers’ Dozen products to be sold next to their pre-ground coffee in supermarkets and at franchise locations.
To get the word out about the promotion, we created a campaign targeting morning commuters. The target market spends a lot of time with traditional media, especially while commuting. So our campaign features: print, radio, outdoor and point of purchase poster ads to remind commuters to stop at Dunkin Donuts on the way to work.
Dunkin' Donuts Bakers' Dozen Promotion Product Line

Radio:



Print:


Outdoor:

In-Store Poster

MY ROLES: Concept development, copywriting, product development/design. 
AD: Stuart Knowlan
CW: Adam Aceino
CD: Cabell  Harris

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