Don Francisco Gavina’s meticulous traditions behind sourcing, roasting and packaging his famous coffee is still upheld by his 4th generation family-run business today. (Try finding that claim on a bag of Starbucks.) My partner and I led and won the creative pitch for this client, with our team’s campaign “Family Crafted Coffee” where we tapped into the most important selling point of this product: the heart and soul of the Gavina family.
CD: Deidre McQuaide, Eric Spiegler
CW: Ryan Simonson, Eric Spiegler
AD: Jodi Jones
How do you convince over 3,500 credit unions that they have the power to compete with the country’s largest banks? By convincing them to adopt the products and services that feed the one benefit their members crave: convenience. For CO-OP Financial Services, empowering even the smallest credit unions to “Be there” and “Be more” for their members through access to a free ATM network, shared branches, mobile and P2P technology has solidified their standing as the leading credit union service provider in the U.S. I created the “Be there. Be more.” campaign theme, and subsequently led the advertising that has consistently been deemed the best marketing in the credit union industry.
CD: Deidre McQuaide
CW: Matt McNelis, Dave Whitney
AD: Josh Zipper, Paul Christensen
In 2011, the goal of the CO-OP Think conference was to arm credit unions with unique ideas they could implement at the branch level. “What ideas will you take home?” became thecall-to-action theme line my team created for the conference, accompanied by a unique direct mail and rich media content showing idea inspiration being literally taken home (represented via the Think “thought bubble” brand icon). This campaign was a multiple award winner and a highly influential attendance driver.
Opening night of the high-profile Government Affairs Conference means high demand for attendee attention. With Millennials also being a hot target for credit unions, we created an opening night teaser video that both kicked off our “Join the Evolution” exhibit theme, and preempted our mini documentary on millennial banking and payments behaviors based on proprietary research CO-OP commissioned through Trendwatching. The full 12-minute piece was later sold in the “Think Store” atthe CO-OPs Think Conference the following month.
Each year in DC, standing out in the vast sea of vendors at the Credit Union National Organization’s Government Affairs Conference is no small task. For CO-OP, gaining attention and generating sales leads means “go big or go home.”
In partnership with CO-OPs events company, we created an interactive museum-like experience showcasing the history of payments through time, culminating with today’s most sophisticated payment methods (CO-OP products) demonstrated through touch screen interactive displays featuring a day in the life of credit union members. Product demonstrations were cleverly integrated throughout while attendees were entertained in the process. I penned the “Join the Evolution” rally-cry theme line and led the agency’s creation and execution of graphics, interactive displays, and gamification throughout.
CD: Deidre McQuaide
CW: Matt McNelis, Dave Whitney, Deidre McQuaide
AD: Josh Zipper
In partnership with Lawrence & Co.
When it comes to hair care, looking fantastic is the key to feeling fantastic. A great cut and color can make you feel ready to take on anything. I am currently navigating the creative that is taking this long-standing franchise through brand reinvention on the path to becoming a more relevant and desirable beauty company. This video kicked off Fantastic Sams’ new platform that empowers both stylists and guests to always strive to be the best version of themselves. To “Always be fantastic.” Subsequent videos showcase historical work for the brand.
CD: Deidre McQuaide
CW: Matt McNelis
AD: Brandon Levin, Jules Van Gelder
While every other bread company was talking ingredients and showing families in kitchens, my partner and I took it outside, and helped Oroweat own “living well.” This campaign literally showed Oroweat bread integrated into a healthy lifestyle—but not how you might expect. This positioning and campaign helped them grow to become the #1 premium bread brand on the west coast.
CD: Deidre McQuaide, Eric Spiegler
CW: Deidre McQuaide, Eric Spiegler
AD: Eric Spiegler
Typical ATV advertising shows the trails, mountains and dunes you’re poised to conquer. That’s all good and fine, but to stand out amongst the typical, you need to not only demo the product, but tap into a rebel spirit that only a quad riding enthusiast knows. One that shuns the corporate workweek in favor of letting loose. I helped lead the creative team as well to sell this spot through to production by meeting with each of Kawasaki’s nervous lawyers face-to-face to defend its merits. Proof that when it comes to creating breakthrough advertising, persuasive selling to internal audiences is every bit as important as the core idea.
CD: Deidre McQuaide
CW: Rob Pettis
AD: Dave Huerta
When you're leading the creative on the most admired burger brand in the world, you do whatever it takes to support and protect that admiration. It means approaching each touch point with same detailed perfection In-N-Out Burger Associates live and breathe every day. And it means having the creative humility to let the story be told simply, honestly, humbly, and authentically. I lead creative on all the in-store POS for In-N-Out, as well as TV, radio, and Facebook advertising. It’s simple and it’s never flashy. Just like the brand itself.
CD: Deidre McQuaide
CW: Dave Whitney, Yama Rahyar
AD: Fumiko Chivers, Diane Pioch
Getting customers to believe that convenience store coffee can be both customizable and fresh was an uphill battle for Circle K. Through tongue-in-cheek in-store POS, Pandora and spot radio, I led the team that convinced c-store visitors that they were empowered and had the right to the same fresh coffee they enjoy when they visit their favorite coffee shop.
CD: Deidre McQuaide
CW: Matt McNelis
AD: Josh Zipper
Attacking odors at the source versus merely masking them gave a strong efficacy story for Carpet Fresh that had not yet been told by the competition. I led the team that tapped a relevant consumer benefit via striking and relatable images that helped this small but mighty odor eliminator easily sell through critical channels.
CD: Deidre McQuaide
CW: Matt McNelis
AD: Paul Christensen
With a can under nearly every household cabinet, WD-40s biggest challenge in moving product has been to educate people on the thousands of WD-40 uses they probably never even thought know about. The 2008 election proved to be ideal playing ground. This video was shot in our agency parking lot the day before the election (2 ways), posted once results were in, and subsequently exploded online—being picked up in over 12 countries, garnering nearly 200K views to date with no advertising support. Timing is everything.
CD: Deidre McQuaide, Eric Spiegler
CW: Deidre McQuaide
AD: Eric Spiegler
Tapping into the universal emotion of shame that erupts from something as simple as an old carpet stain proved to be the ideal insight for little-known Spot Shot carpet stain remover. I helped lead the creative team that took that emotion to hyperbolic degrees of horror to became the creative idea that initially put this well-loved household product on the map.
CD: Scott Montgomery, Deidre McQuaide
CW: Scott Montgomery, Deidre McQuaide, Mike Hall
AD: Dave Huerta
Sometimes the best marketing means striking when the iron’s hot. The iron couldn’t have been hotter for credit unions than during the Occupy Wall Street movement. My team created a grassroots campaign on behalf of credit unions confessing the painful truth behind why banks are happy to take in all the profits: Banks simply don’t like you. Aimed at Millennials, and coming to life in metro tabloids like the Village Voice, web and social, this tongue-n-cheek campaign not-so-subtly pointed out big, untrustworthy banks’ character flaws while subtly selling the benefits of joining a not-for-profit credit union.
CD: Deidre McQuaide
CW: Yama Rahyar
AD: Jodi Jones
Whether business or pleasure, the ideal hotel experience should fell like an escape. From daily stresses. From monotony. From the ordinary. This poster campaign I helped create for Hilton Hotels uses typography as an integral part of the concept to demonstrate that one hotel understands this, inviting the reader to count on Hilton for sanctuary.
CD: Deidre McQuaide
CW: Deidre McQuaide
AD: Paul Christensen