http://www.loreleib.com Lorelei Bandrovschi Tue, 07 Feb 2012 01:34:40 +0000 http://www.loreleib.com en http://loreleib.com/Evolving-a-company http://loreleib.com/following/loreleib.com/Evolving-a-company Tue, 07 Feb 2012 01:34:40 +0000 Lorelei Bandrovschi 2730855 Not just a new product, a new chapter. <img src="http://payload21.cargocollective.com/1/2/89103/2730855/header.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/header_o.jpg" align="left" /> TOMS was launching a brand new product line. The company that had been synonymous with shoes was growing into something bigger. This campaign became more than a new product launch. It repositioned the company from a shoe company to the One for One company. ANNOUNCING THE NEXT CHAPTER <img src="http://payload21.cargocollective.com/1/2/89103/2730855/box2_2.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/box2_2_o.jpg" align="left" /> Blake Mycoskie, the founder of TOMS, announced the evolution of TOMS during his keynote speech at SXSW. Rather than talking about a new product, he spoke about the “next chapter” of TOMS. A PHYSICAL TOTEM <img src="http://payload21.cargocollective.com/1/2/89103/2730855/box1.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/box1_o.jpg" align="left" /> At SXSW, Blake introduced the Next Chapter box, a physical totem containing the new TOMS product. It became the symbol of the company's evolution. OUT INTO THE WORLD After the Next Chapter box appeared at SXSW, Blake took the box out into the street and captured people's reactions. This video became a teaser for the next chapter of TOMS, shared online and avidly commented on by TOMS fans. BUILDING INTRIGUE <img src="http://payload21.cargocollective.com/1/2/89103/2730855/box1_1.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/box1_1_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/box3.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/box3_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/box6.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/box6_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/box8.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/box8_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/box9.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/box9_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/box11.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/box11_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/labox.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/labox_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/box10.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/box10_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/store.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/store_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/box4_6.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/box4_6_o.jpg" align="left" /> The mystery box started popping up all over the country, in high-traffic locations, as well as in participating stores, where the boxes were later unlocked during a live launch event. A QR code on the box played the video of Blake traveling with the box, giving people more context. OPENING UP THE CONVERSATION The next step was getting people talking. This video sparked the conversation and challenged people to think not about a new product, but about a new way they want to make an impact, One for One. STAR POWER Stars like Ben Affleck got involved to share their One for One. LETTING THE FANS OWN IT <img src="http://payload21.cargocollective.com/1/2/89103/2730855/newfb1.jpg" border="0" width="670" height="612" width_o="670" height_o="612" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/newfb1_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/newfb2.jpg" border="0" width="670" height="612" width_o="670" height_o="612" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/newfb2_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/newfb3.jpg" border="0" width="670" height="612" width_o="670" height_o="612" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/newfb3_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/newfb4.jpg" border="0" width="670" height="612" width_o="670" height_o="612" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/newfb4_o.jpg" align="left" /> On Facebook, people could visualize and share their hopes for the future of One for One by creating their own Next Chapter box. THE LIVE REVEAL The highly anticipated launch took place in a live event streamed online and synchronized with the opening of Next Chapter boxes in stores around the country. The new product: TOMS Eyewear. A DAY OF CELEBRATION <img src="http://payload21.cargocollective.com/1/2/89103/2730855/event1.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/event1_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/event3.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/event3_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/event2.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/event2_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/event6.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/event6_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/event11.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/event11_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/event8.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/event8_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/event12.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/event12_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/event15.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/event15_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/event14.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/event14_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/event4.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/event4_o.jpg" align="left" /> The announcement was followed by a 12-hour celebration with live music, live artwork, and a sale of sunglasses from a food truck. A PRODUCT THAT TELLS A STORY <img src="http://payload21.cargocollective.com/1/2/89103/2730855/box.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/box_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/box2_4.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/box2_4_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/stripes.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/stripes_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/event13.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/event13_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/stripes1.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/stripes1_o.jpg" align="left" /> Every detail of the product design and packaging helps educate buyers about the impact they're making. The campaign reimagined the existing TOMS branding of the three stripes in conjunction with the One for One mission, and gave each stripe, and each participant, a role in the story. 'Every stripe tells a story' became a theme throughout the campaign. SHOPPING MEETS STORYTELLING <img src="http://payload21.cargocollective.com/1/2/89103/2730855/site3.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/site3_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/site7.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/site7_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/site2.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/site2_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/site6.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/site6_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/site9.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/site9_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/book1.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/book1_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/book4.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/book4_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/book3.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/book3_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/book2.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/book2_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/book5.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/book5_o.jpg" align="left" /> On the TOMS website, the new product was integrated modularly alongside the shoe section. People can seamlessly go from learning the story of TOMS Eyewear, to shopping and even trying on their own pair virtually. MAKING WAVES <img src="http://payload21.cargocollective.com/1/2/89103/2730855/press1.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/press1_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/press2.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/press2_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/press3.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/press3_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/press4.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/press4_o.jpg" align="left" /> <img src="http://payload21.cargocollective.com/1/2/89103/2730855/7.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload21.cargocollective.com/1/2/89103/2730855/7_o.jpg" align="left" /> The TOMS Eyewear launch was highly profiled in the media and established TOMS as the One for One company. http://loreleib.com/Teaching-Never-Annoy http://loreleib.com/following/loreleib.com/Teaching-Never-Annoy Wed, 01 Feb 2012 16:06:52 +0000 Lorelei Bandrovschi 2718733 Advertising shouldn't be the business of annoying people. I teach one of the only media-agnostic classes at Miami Ad School. It’s called Never Annoy. I challenge my students to make ads worth spending time with. Many aren’t ads at all. We also present work to real clients. It’s a riot. WHAT IT'S LIKE The skills I teach are focused on creating an experience for customers. As a media-agnostic class, students have to decide in what ways they want to engage customers, and how they’re creating value both for the customer and for the brand. They also have to step outside the realm of traditional advertising and suggest ways to actually improve the way a brand does business. For their first big project, students have to tackle a major brand whose advertising annoys them. Then, for their final project, they work with a local brand or mom & pop shop and present work to the actual client. Real world stuff. Here's some of it. KING'S COUNTY JERKY <img src="http://payload20.cargocollective.com/1/2/89103/2718733/ounce.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/ounce_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/ingredients.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/ingredients_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/recipe.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/recipe_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/kit.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/kit_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/card.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/card_o.jpg" align="left" /> Took to heart the client’s desire to stay small and high-end. Created ways to maximize the retail opportunity at local markets and push beef jerky into a premium niche. Showcased the process by putting the actual recipe on the packaging and created a gift package for vegetarians just in time for the holiday season, building off the true story that the jerky once turned a vegetarian. The client LOVED it. Team: Josh Yeston & Mike Grosso CASEY’S RUBBER STAMPS <img src="http://payload20.cargocollective.com/1/2/89103/2718733/store.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/store_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/paper.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/paper_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/flipbook.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/flipbook_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/cards.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/cards_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/timelapse.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/timelapse_o.jpg" align="left" /> Created awareness around the artistry of Casey’s handmade rubber stamps. Used other local businesses as a promotional opportunity, making custom flipbooks, tear-away posters and wrapping paper for those locations. Gave customers a personal timelapse video on Facebook to showcase how their stamp was handmade just for them. Casey gave us all rubber stamps as gifts. Team: Karen Bueno & Drew Meiser 5-HOUR ENERGY <img src="http://payload20.cargocollective.com/1/2/89103/2718733/product.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/product_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/bottle.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/bottle_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/app.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/app_o.jpg" align="left" /> Brought up health benefits through a thoughtful redesign of the product packaging, as well as a tool that helps integrate the product into juice recipes at nearby locations. Team: Karen Bueno & Drew Meiser Dr. PEPPER 10 <img src="http://payload20.cargocollective.com/1/2/89103/2718733/pepper.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/pepper_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/timeout.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/timeout_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/banner.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/banner_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/alley.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/alley_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2718733/train.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2718733/train_o.jpg" align="left" /> Built intrigue around the magical number of 10 calories. The campaign included GroupOn partnerships that offer unique nighttime offers, like a secret bowling alley (literally) and the reintroduction of the 10 subway train with unique destinations every night. Team: Josh Yeston & Mike Grosso WHY I DO IT I see advertising, at its best, as a very useful industry. It helps businesses do business better. Creates better experiences for their customers. Tells a more compelling story. Or, better yet, gives people a more compelling story to tell. At its worst though, advertising is extremely annoying. Being able to buy people’s attention often replaces making something attention-worthy. To me, the fact that people can avoid ads is great news, because what they’re really avoiding is annoying ads. The good ones get sought out. And many of the good ones aren’t what you’d normally call ads anyway. So I push my students to make those. HOW I OPENED MY FIRST CLASS As people in this business (which granted you are not – yet) we sometimes get so wrapped up in doing our jobs that we forget what our job is. And what it’s not. We are not in the business of annoying people. But sometimes it feels that way. And the worst part is, we go along with it. I mean, who really thinks people say "Cool! A banner ad!" Maybe someone says – well if I have to watch this preroll ad on hulu, at least make it somewhat entertaining. If I have to watch these TV ads, at least make them less annoying. Is that all we can aspire to, as an industry? “If we have to annoy people, let’s try to annoy them as little as possible?” Well, at some point in your working lives, the answer might be ‘yes.’ And that’s if you’re one of the good ones, which I’m sure you would be. The ones who want to do work that people don’t HATE. Not to say anyone wants to do work people hate. Nobody goes out with that in mind. But it’s only the good ones who are constantly aware how easy it is to do that, and how important it is not to. Not all fights will be won. You will, most likely, have to make a banner ad at some point in your career. And when you do, I hope you’re able to make it so it annoys people as little as possible. Who knows. Maybe it’ll even be interesting. For a banner ad. But despite all that, and all the flaws in a system that may only get worse before they get better, if they ever get better at all, we are not in the business of annoying people. We are in the business of helping others do business. Helping them be better at what they do. Better at making people happy. Better. Smarter. More efficient. And ultimately, profitable. Our job is to make other people successful. It’s almost a selfless mission, if we ignore the realities of crazy egos and massive paychecks. You know all this. I didn’t come up with it, and it’s hardly news. But like all simple truths, it easily gets forgotten. So this class is about bringing it back to the basics. How can we help a business do business better. In this class, we will think of ourselves less as advertisers, and more as consultants. Some of our solutions might require advertising. Or not. It can be a big or a small plan of action. Whatever it is, it needs to be annoyance-free. http://loreleib.com/Unwasted-Weekend-Integrated http://loreleib.com/following/loreleib.com/Unwasted-Weekend-Integrated Tue, 31 Jan 2012 15:46:06 +0000 Lorelei Bandrovschi 2705589 Let your audience own your message <img src="http://payload20.cargocollective.com/1/2/89103/2705589/uw_header.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2705589/uw_header_o.jpg" align="left" /> The Unwasted Weekend campaign for Above the Influence inspired teens to make the most of their weekend through a mix of high-profile media partnerships and grassroots social media tactics. The campaign was an innovative shift for Above the Influence. Instead of the brand talking to teens, it put the brand in teens’ hands and got them talking to each other. Let teens start it <img src="http://payload20.cargocollective.com/1/2/89103/2705589/event_fix.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2705589/event_fix_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2705589/statuses2.jpg" border="0" width="434" height="493" width_o="434" height_o="493" src_o="http://payload20.cargocollective.com/1/2/89103/2705589/statuses2_o.jpg" align="left" /> The campaign was teen-to-teen from the get-go, launching through a Facebook status that spread like wildfire, playing off teens’ love of all things drama. GET MOMENTUM GOING The Facebook launch was supported by ads featuring real teens spending interesting weekends. To show that an unwasted weekend is inherently more epic, the ads were treated like movie trailers. REAL STORIES ON MTV Once the campaign got going, traditional ads made way for high-profile media partnerships that actually profiled real teens, documentary-style. Teens submitted ideas for their ultimate Unwasted Weekend, and the winners got their weekends documented and aired on MTV. TEENS MADE THE SOUNDTRACK Teens competed to create the Unwasted Weekend anthem. Five winning songs were then professionally produced and compiled into an album available to download. SPOTLIGHT AT JINGLE BALL <img src="http://payload20.cargocollective.com/1/2/89103/2705589/jingleball.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2705589/jingleball_o.jpg" align="left" /> The winning anthems got premiered at NYC’s JingleBall, the ultimate teen concert, headlined by Lady Gaga, Kelly Clarkson, and LMFAO. Winners also got interviewed on national radio, becoming spokespeople for the campaign. TAPPING INTO THEIR STARS To keep teens engaging on a regular basis, Unwasted Weekend got over a dozen teen stars involved as spokespeople. Celebs launched weekend challenges that gave teens fun things to do on the weekend while staying above in influence. AS SOCIAL AS TEENS ARE <img src="http://payload20.cargocollective.com/1/2/89103/2705589/challenge.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2705589/challenge_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2705589/post.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2705589/post_o.jpg" align="left" /> The challenges got teens to share content tagged #unwastedweekend all over Twitter, Tumblr, and YouTube, becoming brand advocates to their friends. TEENS GOT THE SPOTLIGHT <img src="http://payload20.cargocollective.com/1/2/89103/2705589/website.jpg" border="0" width="670" height="377" width_o="670" height_o="377" src_o="http://payload20.cargocollective.com/1/2/89103/2705589/website_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2705589/Screen shot 2012-01-30 at 7.05.03 PM.png" border="0" width="357" height="608" width_o="357" height_o="608" src_o="http://payload20.cargocollective.com/1/2/89103/2705589/Screen shot 2012-01-30 at 7.05.03 PM_o.png" align="left" /> Recognition was the biggest motivator for ongoing participation, and it came from the people teens cared about - their stars. After every challenge, stars recognized teens on their own social media platforms, as well as on the Above the Influence site. http://loreleib.com/Cause-Effect-Outdoor http://loreleib.com/following/loreleib.com/Cause-Effect-Outdoor Tue, 31 Jan 2012 15:30:44 +0000 Lorelei Bandrovschi 2708995 Let the facts speak. <img src="http://payload20.cargocollective.com/1/2/89103/2708995/01.jpg" border="0" width="670" height="433" width_o="900" height_o="582" src_o="http://payload20.cargocollective.com/1/2/89103/2708995/01_o.jpg" align="left" /> <img src="http://payload20.cargocollective.com/1/2/89103/2708995/02.jpg" border="0" width="670" height="446" width_o="900" height_o="600" src_o="http://payload20.cargocollective.com/1/2/89103/2708995/02_o.jpg" align="left" /> Everyday, 83 Americans are killed by gun violence. 8 of them children and teenagers. The idea is simple, highlight the facts that contribute to the death counts in the form of an equation. The result is a powerful message that traces back to the loopholes in gun regulations in America. The message lives on one of the largest billboards in America, at a massive 252' X 20', in a high-traffic area of Boston. To increase the sense of urgency, a live digital counter within the billboard counts the children killed by guns under current gun regulations. Awards Communication Arts: Typography Annual http://loreleib.com/For-All-Print-Manifesto http://loreleib.com/following/loreleib.com/For-All-Print-Manifesto Tue, 22 Mar 2011 20:09:28 +0000 Lorelei Bandrovschi 1205155 The Parks as birthright CONCEPT The National Parks belong not to the government, but to every American. This often forgotten fact is the basis of a campaign that echoes the constitutional rights and inspires a sense of pride and ownership. The simplest expression of this idea: The National Parks - For all. PRINT <img src="http://payload.cargocollective.com/1/2/89103/1205155/Forall10_8x10.jpg" border="0" width="670" height="837" width_o="2048" height_o="2560" src_o="http://payload.cargocollective.com/1/2/89103/1205155/Forall10_8x10_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1205155/Forall5_8x10.jpg" border="0" width="670" height="837" width_o="2048" height_o="2560" src_o="http://payload.cargocollective.com/1/2/89103/1205155/Forall5_8x10_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1205155/Forall7_8x10.jpg" border="0" width="670" height="837" width_o="2048" height_o="2560" src_o="http://payload.cargocollective.com/1/2/89103/1205155/Forall7_8x10_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1205155/Forall6_8x10.jpg" border="0" width="670" height="837" width_o="2048" height_o="2560" src_o="http://payload.cargocollective.com/1/2/89103/1205155/Forall6_8x10_o.jpg" align="left" /> MANIFESTO The fundamental ideals this country was built upon come to life in the National Parks. All men are equal. All men are free. These ideals are not just hopes or aspirations. But inalienable rights that form the very fabric of this country, and its culture. Like the ideals they reflect, the Parks are a birthright for all Americans. They are our common ground. Our common heritage. And our common identity as people of this country. Perhaps more than ever, it’s time to celebrate the National Parks. They give us tangible proof of something to believe in. The spirit that shaped this country. One nation Indivisible With liberty And justice For all. This is the simplest expression of our fundamental principles as Americans. Our values. Our rights. And all that is worth fighting for. The National Parks. For all. http://loreleib.com/SRX-Launch-Print http://loreleib.com/following/loreleib.com/SRX-Launch-Print Tue, 22 Mar 2011 16:16:11 +0000 Lorelei Bandrovschi 1201163 Not all crossovers are created equal CONCEPT The Cadillac SRX is a crossover that stands out in a market of conformists. This inspired the campaign theme: Unsettle. <img src="http://payload.cargocollective.com/1/2/89103/1201163/Screen shot 2011-03-21 at 7.07.20 PM.png" border="0" width="670" height="211" width_o="791" height_o="250" src_o="http://payload.cargocollective.com/1/2/89103/1201163/Screen shot 2011-03-21 at 7.07.20 PM_o.png" align="left" /> PRINT The Unsettle concept translated to striking visuals for print and outdoor. <img src="http://payload.cargocollective.com/1/2/89103/1201163/01.jpg" border="0" width="451" height="600" width_o="451" height_o="600" src_o="http://payload.cargocollective.com/1/2/89103/1201163/01_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1201163/04.jpg" border="0" width="449" height="600" width_o="449" height_o="600" src_o="http://payload.cargocollective.com/1/2/89103/1201163/04_o.jpg" align="left" /> http://loreleib.com/Global-Health-Print-Ambient http://loreleib.com/following/loreleib.com/Global-Health-Print-Ambient Tue, 22 Mar 2011 16:16:08 +0000 Lorelei Bandrovschi 1196141 Politicians were children too CONCEPT This campaign flipped the script of traditional cause-marketing. Focusing on the world's most powerful individuals, it created messaging that was not a plea to them, but an empowering vision for the future, seemingly coming from their own perspective. As a pledge to the children of the world, the creative referenced how adults frequently communicate with children, through stories or songs. Taking a page from Dr. Seuss This local newspaper ad targeted some of the most powerful political leaders during a major political convention. <img src="http://payload.cargocollective.com/1/2/89103/1196141/ghh story.jpg" border="0" width="670" height="1387" width_o="1558" height_o="3226" src_o="http://payload.cargocollective.com/1/2/89103/1196141/ghh story_o.jpg" align="left" /> A LULLABY for Leaders This lullaby was created for the Minerva conference, an assembly of influential women everywhere. Keeping with the childlike tone, it would play before Bono, an advocate of the cause, took the stage. Lyrics Hush little baby, don’t you cry We’re gonna make this world alright We’re your mothers, your sisters, and your friends We’ll lead this world to health again. We’ll reach the women by your side Help them give you reasons to smile And joined as one, from everywhere, We’ll craft a world that truly cares. We know you’re scared and losing faith We promise we won’t let you wait. Hush little baby, don’t you cry We’re gonna make this world alright. http://loreleib.com/New-American-Spirit-Manifesto http://loreleib.com/following/loreleib.com/New-American-Spirit-Manifesto Tue, 22 Mar 2011 16:16:06 +0000 Lorelei Bandrovschi 1201513 The American Dream is back A new American vodka brand was positioned as a rebirth of the American spirit. This shows an evolution of the brand manifesto. LONG LIVE THE DREAM We are the new dreamers. We are believers. Thinkers. And makers. We are bursting with ideas And an urgency to bring them to life. We do this with audacity. Our minds are always open. Our dreams ever-evolving. We share. And doing so, We grow. We find creativity Where others see contradictions. We measure our lives not on status But on fulfillment. We never set out to be revolutionaries. We simply do what feels right. So here we are. Fearless. Hopeful. Honest. And so incredibly alive. Let’s turn this world into the one we want to live in. Our lives into the ones we want to lead. Let’s ask new questions. Start traditions. Build and share and taste and reach and grow. Let’s invent the future. The dream is dead. LONG LIVE THE DREAM. TO US “France is just a country. America is a concept.” – Jean Beaudrillard This is not a revolution. This is the new American spirit. The dream. Reborn. For the first time In a long time We can see it, And taste it, And grab it. We’re dreamers that do. Thinkers that make. We’re impatient. Audacious. Some say, even foolish. We’re not afraid to be afraid. We have no idea if this is going to work. But we do it anyway. Because this is who we are. How we want to live. It all comes down to two things: Do something that matters And make it interesting. So wish us luck And raise a glass To the new American spirit. TO US. http://loreleib.com/Personal-Playground http://loreleib.com/following/loreleib.com/Personal-Playground Sun, 06 Mar 2011 21:22:52 +0000 Lorelei Bandrovschi 1138060 What I do for funNOTHING LASTS FOREVER A physical type installation using snow. I built the phrase “nothing lasts forever” out of snow the night before a massive snowstorm. The installation spanned half a block in between two traffic lanes on Massachusetts Avenue, a high-traffic street in downtown Boston. <img src="http://payload.cargocollective.com/1/2/89103/1138060/1nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/1nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/2nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/2nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/3nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/3nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/4nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/4nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/5nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/5nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/6nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/6nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/7nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/7nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/8nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/8nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/9nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/9nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/10nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/10nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/11nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/11nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/12nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/12nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/13nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/13nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/14nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/14nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/15nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/15nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/16nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/16nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/17nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/17nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/18nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/18nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/19nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/19nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/20nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/20nlf_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/21nlf.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/21nlf_o.JPG" align="left" /> TICKET TO ADVENTURE Social experiment. I placed a prepaid roundtrip subway ticket in a ticket dispenser at Park St, one of the busiest subway stops in Boston, with the title “Ticket to Adventure.” I did not leave any way to contact me or share the adventure in an attempt to keep the gesture purely generous and force myself to experience unsatisfied curiosity. The ticket read: “Here you have $4 to take you anywhere the MBTA goes, and back. Yours to use as you wish but I encourage you to make this trip an adventure. Go somewhere you’ve never been. Make friends with a stranger. Stop to listen to a busker. Or save this for a special occasion. Either way, thank you for riding on me. Love, Lorelei.” <img src="http://payload.cargocollective.com/1/2/89103/1138060/1tta.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/1tta_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138060/2tta.JPG" border="0" width="670" height="502" width_o="2048" height_o="1536" src_o="http://payload.cargocollective.com/1/2/89103/1138060/2tta_o.JPG" align="left" /> THANK YOU NOTE Typography experiment. To thank my friend for giving me this set of two pencils, I created a thank you note using the pencils themselves. <img src="http://payload.cargocollective.com/1/2/89103/1138060/gift.jpg" border="0" width="670" height="893" width_o="1536" height_o="2048" src_o="http://payload.cargocollective.com/1/2/89103/1138060/gift_o.jpg" align="left" /> http://loreleib.com/Planes-Not-Jets-Print http://loreleib.com/following/loreleib.com/Planes-Not-Jets-Print Sun, 06 Mar 2011 21:22:50 +0000 Lorelei Bandrovschi 1138058 Planesense Print This print campaign for PlaneSense, a low-cost approach to flying private, took on the press scandal that ensued when the top three auto execs traveled to bailout hearings in private jets. The message was simple: you don’t need a jet to fly private. Magazine and newspaper ads ran in relevant publications shortly after the hearings. <img src="http://payload.cargocollective.com/1/2/89103/1138058/1Economist.jpg" border="0" width="670" height="891" width_o="2048" height_o="2725" src_o="http://payload.cargocollective.com/1/2/89103/1138058/1Economist_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138058/2WSJ.jpg" border="0" width="670" height="999" width_o="1056" height_o="1575" src_o="http://payload.cargocollective.com/1/2/89103/1138058/2WSJ_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138058/3WSJ.jpg" border="0" width="670" height="999" width_o="1056" height_o="1575" src_o="http://payload.cargocollective.com/1/2/89103/1138058/3WSJ_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138058/4WSJ.jpg" border="0" width="670" height="999" width_o="1056" height_o="1575" src_o="http://payload.cargocollective.com/1/2/89103/1138058/4WSJ_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/2/89103/1138058/5WSJ.jpg" border="0" width="670" height="999" width_o="1056" height_o="1575" src_o="http://payload.cargocollective.com/1/2/89103/1138058/5WSJ_o.jpg" align="left" />