RESULTS
Exclusive coverage by The LA Times https://www.latimes.com/fashion/la-ig-ziploc-beams-fashion-collaboration-20190405-story.html
Coverage by Hypebeast
27.1 Million Impressions in 4 days
6X higher social engagement than other brand efforts

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Ziploc ︎

BROCKHEIM REVIEW

PROBLEM 
With only a few regular season games to go, Ziploc faced slowing sales on the NFL licensed Ziploc Brand bags and containers. The majority of sales for these products would need to come from Amazon.com which is especially challenging considering the vanity bags are considered an impulse-buy.

IDEA
We tapped into the reality of rivalry to spark and emotional need to buy our bags before the season was out.




82% of online shoppers consult the reviews before making a purchase. So, we had the idea to take the reviews to the consumers. We found real life Amazon Vine Reviewer “Brockheim” who had already reviewed one of the NFL licensed Green Bay Packers Ziploc Brand Bags. His review was pure magic. He, as a dyed in the wool Chicago Bears fan, had some really imaginative ways to utilize the competitions bags.  So we comissioned him to write some more reviews, one for each team that faced the Bears for the remainder of the season. Then, partnering with Bleacher Report, we filmed “Brockheim” delivering these reviews from his mother’s basement in his Bear Cave. We posted them across all of Bleacher Reports channels, releasing one per week until the regular season came to an end.

And then the legal department from the Chicago Bears called and asked that we either give them some* money or stop making these. Thing is, we’d already made some quickies for the post-season, which you can now enjoy.
_{*a lot of money}





RESULTS
Immediate +264% sales growth per day on Amazon.
VCR of 80% (against Bleacher Reports benchmark of 60%)
24.5% completion rate on social (12x’s higher than any other SCJ portfolio long form)
Proved you can go from concept to live execution in under 6 weeks.

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Eggo ︎

L’EGGO WITH EGGO

PROBLEM
When your tagline is more recognizable than your logo or any cartoon critter in the Kellogg’s portfolio, how do you move away from a line that at its core is promoting morning conflict, something parents want nothing to do with? 

Idea
Talk to the parents, not the kids. Invite them to lean into the sorta-homemade nature of Eggo waffles to take the pressure off their hectic mornings.  A 90’s charity anthem is nothing without the giving. We built an API that tracked the hardest mornings for parents with traffic, weather, school closings and negative news stories. When things reached a boiling point, we released free waffles to help parents L’Eggo. On Daylight Savings day we knew it was going to be extra rough so we gave out 1M free waffles in one morning.

Awards
1 Effie

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Cadbury ︎

CARAMILK SECRET CONFIRMED

PROBLEM
Caramilk is a popular candy bar in Canada best known for its enduring ‘Caramilk Secret’ advertising campaign. Revenue was driven by a small group of loyal users made up mostly of older millennials and Gen Xers. To continue to grow, we needed to win back younger consumers. Younger buyers had memories of eating Caramilk, but the brand had lost relevance in recent years, not surprising given their best-known campaign was almost three decades old! 

Idea
Use the trending topic of misinformation to bring new relevence to the old Caramilk Secret.



Results
Twitter named it one of the most successful Twitter campaigns in history. They crushed campaign awareness benchmarks in the CPG space by 266%, and the ad recall was 300% above CPG norms, while industry-norm recall for CPG campaigns was roughly 22%. After being exposed just once to their video posts on Twitter, 49% of users recalled seeing it and 65% of campaign awareness at the end of the campaign. It surpassed CPG benchmarks by 200%, and saw that intent turn up in sales.

Awards
PHNX
Strategy
Applied Arts

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Thomas’ ︎

HUZZAH

PROBLEM
Thomas’ is literally in the pantry of 60% of American households, but the brand name recognition was a bit of a problem. We needed to go from default breakfast breads, to the one people know by name. 

Idea
Make Thomas’ famous by introducing people to the spirit of the brand, Thom.





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Kraft ︎

MOTHER’S DAY AWAY

PROBLEM
Mother’s Day, a day created to celebrate mothers,  does a pretty terrible job of giving moms what they really want. It’s become more about the kids and their charming, but rarely redeemed coupon-books than about the moms it’s meant to celebrate. Kraft exists to release pressures in the parenting journey, creating win-win scenarios for moms and kids. So how does our brand break through and help moms get what they deeply desire for Mother’s Day?
 
Idea
We gave mothers the one thing they need. The gift of not being needed. A survey done by Care.com showed that the #1 thing moms wanted for Mother’s Day in 2019 was a little time to herself. So we got to work figuring out what a little time would look like. And it looked like paying for a sitter.




RESULTS
1,068,900,000 impressions
Coverage on Tonight Show with Jimmy Fallon, GMA, Today Show, and local TV and radio stations across the country.
All money was claimed within the first 20 mins of the site going live.
16M new visitors to our site in 1 day.