Segura Viudas Cava, hard to pronounce, easy to drink. Not familiar with Cava? It's champagne and prosecco's fiesty Spanish cousin.
Client's #1 goal: Brand awareness. So we popped the bubbles and got to work... in less than a year we:
- Launched a social activation that solved a first-world crisis (the dilemma of taking a "super cute pic" but having no idea what to caption it)
- Changed their whole approach to "always on" social content (from the way the brand sounds to how we shot the monthly content)
- Developed SeguraHaus, an event series that redefined branded events
- Developed a way for our target to get through the holidays with their family (besides just alcohol)
- Revamped their website
A lot of blood, sweat, tears and bubbles went into revamping this amazing brand. Check out some of the highlights below.
A few fun(ish) facts about cruise lines. They are called "ships," never "boats." The proper pronoun for a ship is "she." Try calling a ship a "boat" and "it" in a Norwegian marketing meeting and see what happens...
Check out a promo video for Norwegian Escape, the line's newest and largest ship at the time. Below that is some cruising merch and a sexy direct mail piece (okay, it's direct mail, "sexy" might be an oversell...).
At a time when airlines are all over the news for less than kosher reasons, it was a privilege to work on the Southwest account, where the flight attendants serenade you and you don't have to pay for your checked bags.
With a focus on transparent fares, the Transfarency campaign (and microsite) was born. Take a look at the at microsite below (or live: http://www.transfarency.com/) for interactive learning about the airline industry full of comparisons, quizzes, mad lib style games and tips.
We also had fun with 404s to better match the brand's tone and did some social campaigns.
We did a focus group for this Keds pitch with girls in their early teens that would break your heart. I don't think anyone envies being a 13-year-old girl these days. With bullying, gossip and judgement being a central theme is these groups, we wanted to create a campaign where girls would feel empowered and embrace who they are. Here's a few print pieces where the brand encouraged girls to Own Their Label.
This is a spot for PetArmor, a flea and tick preventative for cats and dogs. So not the sexiest product in the world, but... dogs! Also, I sold this script to client within two weeks of becoming a copywriter. Basically, if my mom could've put this video on the fridge, she would have. Since she can't, check it out here.
You'd be surprised how much fun one can have working on monthly newsletters for a search engine (no sarcasm here!). Each month had a theme with content that encouraged subscribers to explore Bing and its many features. Selling the "Cash Money Issue" and Grumpy Cat feature was fun for us. The newsletters beating benchmark month after month was fun for the clients. Win win!