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.

Radio:

Print:

Outdoor:

In-Store Poster

MY ROLES: Concept development, copywriting, product development/design. 

AD: Stuart Knowlan
CW: Adam Aceino
CD: Cabell  Harris

Pass love from one generation to the other

“Filial Piety”, a television commercial commissioned by Ministry of Community Development, Youth and Sports (MCYS) and National Family Council, was recognised as the most popular local TV ad in Mediacorp’sViewers Choice survey in Singapore. The ad follows the journey of a young boy, as he sees first hand the importance of respecting, honouring, and loving his parents, through the best and the worst of times. “How one generation loves, the next generation learns.” The commercial is part of a campaign online at Facebook.

Click on the image below to play the video in YouTube (HD)

Popout

www.youtube.com/watch?v=ybxNkpS5q-g

The concept of filial piety (Chinese: 孝; pinyin: xiào) is one of the virtues honoured in Confucian writing to be held above all else: a respect for the parents and ancestors. The campaign was developed in response to obvservations that more and more Singaporeans had been starting to interact less with their parents. The number of elderly being sent to old folks homes was on the rise.
Leo Burnett creative director Chris Chiu talks about the thinking behind the commercial. “We played with a couple of insights. Firstly, every parent loves their child unconditionally; whether or not the child is an angel or a brat. Just the way it is. But how do you make the younger generation reciprocate the love? Especially so when the parent isn’t the nicest of people? Primarily, filial piety is the interaction between 2 generations, so I thought it would be interesting to tell this story from a 3rd generation looking in (i.e. the grandson)”.
Filial Piety was shot straight after filming ‘Funeral‘ with Yasmin Ahmad in April 2009. Director David Tsui filmed over four days using multiple locations including the old Tan Tock Seng Hospital, using actors recruited off the street. “The father is actually a cab driver (the scene in which he drops his recently-widowed mum off is actually his cab) and the grandson is a student from SOTA (Singapore School of the Arts). The flashback mother and son are a real mother and son.”

Credits

Filial Piety was developed at Leo Burnett Singapore by creative director/art director/copywriter Chris Chiu, planner Saurabh Varma, account management team Kurt Viertel, Claire Chan, Lee Min Qi, Tay Yi Ling, Stella Pok, Brenda Koh, agency producer Anthony Lee
Filming was shot by director David Tsui via Moviola, Singapore. Post production was done at Touches, Hong Kong, and VHQ, Singapore. Sound was produced by Ricky Ho at Yellow Box, Singapore.