D&AD Pencils for TV Commercial & Direction, Cannes Silver Lion for Film, Cannes Shortlist for Film Craft, London International Awards Bronze for TV, CA Advertising Annual, Lürzer's Archive Skittles' (and Wrigley's) first-ever Super Bowl spot, featuring a sleepy town where they settle every dispute the same way. According to USA Today, we were #1... most underrated spot. We'll take it.
Our director Dante Ariola had 60 prosthetic arms made, complete with veins, freckles and hair. They smelled like rotten eggs.
The extended version with an alternate ending for the ladies.
Two weeks before the game, we launched with a teaser.
Cannes Bronze Lion for Film, CA Advertising Annual, Lürzer's Archive, Creativity Top 5, Adweek Top 10 An integrated campaign about a young man awakening to the power of his own smile, shot by Randy Krallman.
He was 16. She was 24. The best day of his life... had his mom not been on set.
Once it became clear what a Skittles grill could do for the awkward sort, we marketed it in style magazines as the next hot accessory. And then we gave some away. Not many. Those things were expensive.
Do not neglect the Skittles grill. Did I mention how expensive they were? So we marketed a whole line of care products.
We put tons more ads on Facebook because the photo shoot was so fun.
Jay Chiat Awards Gold for Nonprofit Lürzer's Archive To relaunch one of the world's largest cancer charities, it wouldn't be enough to talk about "winning the fight." We needed to redefine victory. Our insightful friends Mary Beth Adduci and Karin Rose brought us a powerful thought: advantage humans. Cancer is a formidable opponent, but it will never have what we have. Our humanity. It gives us the edge every time we make the choice to live — with rage and joy and grit — in the very face of this beast.
We partnered with cancer survivors for the production, starting with director Rodrigo Garcia Saiz.
Photographer and survivor Sandro Miller cast cancer patients and their families for print and out of home.
We've proposed city takeovers many, many times. We finally got to do one! Several, actually — in NYC, Atlanta and even some of Chicago.
Corra Films interviewed the survivors, including our photographer Sandro, for long-form digital content.
Credits ECD: Jean Batthany CD/AD: Marisa Groenweghe & Karin Rose CD/CW: Kathleen Tax Wille & Mary Beth Adduci AD: Colleen Keesey
STATE FARM Concert for Sandy Relief
Adweek Ad of the Day We were on a shoot for State Farm when we found out they were sponsoring 12-12-12, the concert for Hurricane Sandy relief. We had Joe Pytka, some kids and no time. We wrote scripts that night, then shot two the next day and shipped within the week. The second spot ran. The first one might've run if we had gotten to Eddie Vedder in time.
Credits GCD: Barry Burdiak & John Hayes CD/AD: Marisa Groenweghe & Kurt Riemersma CD/CW: Kathleen Tax Wille & Matt Ben-Zeev
STATE FARM Hank
Life insurance is a typically dour category. We turned to Tim Godsall to change that.
Credits GCD: Barry Burdiak & John Hayes ACD/AD: Marisa Groenweghe ACD/CW: Kathleen Tax Wille
RMHC Super Bowl
Anastacio was diagnosed with leukemia at just 3 years old. He lived hours away from the best children's hospital, so the Ronald McDonald House welcomed his entire family to stay during treatment. Happily, right after we produced this spot with Malcolm Venville, Anastacio was pronounced cancer-free. Proof that when families stay closer, kids heal faster.
The Field Museum wanted an evergreen holiday card. We delivered an interactive campaign instead. This marks the only time I've had a rough cut rejected again and again by more than 100 anthropologists.
Throughout the season, visitors could scan QR codes to get special holiday messages from their favorite characters.
Credits CD: Karin Rose & Mary Beth Adduci ACD/AD: Marisa Groenweghe ACD/CW: Kathleen Tax Wille
MILKY WAY Apologies
We dropped a four-ton tree on a car, hung a couple parachuters in a tree without harnesses, and angered a wild bull take after take ’til 5 a.m. Only in Uruguay. We promised two spots and delivered nine.
Pot is legal in Uruguay, and the rodeo clown took full advantage. He was the only actor to eat every single Milky Way we gave him.
Credits ECD: Mark Gross CD: Marisa Groenweghe & Kathleen Tax Wille ACD/AD: Alex Zamiar ACD/CW: Jonathan Richman
An integrated campaign created to remind people of the McDonald's they loved. And craved. And couldn't always have.