How do you start the conversation about human trafficking in the bay area without making people feel uncomfortable? For this pro bono campaign, we took everyday objects and paired it with unexpected, provocative copy. We were on to something when focus groups told us: “It grabs my attention and implicates me.” “I like the subtlety of it and the message sticks.” “Consumers will look at it and then be forced to think about the issue.”
Keeping it visually appealing, helped the media outlets donate more space. We even got the coveted green toilets in SF at key intersections. (Art Director, Creative Director)
Kashi wanted to take a hardcore health brand and open it up to the mainstream. So we channeled the employees’ intense, yet somehow infectious enthusiasm for grains and turned it into a nearly decade long crusade for feeling good.
Documentary filmmakers the Malloy brothers were chosen because of their fresh approach to real-people advertising and comfort working in adventurous locales. The print simply kept the mission to the grains. The 360 campaign helped Kashi grow household penetration from 10 percent to nearly 1 in 4 households. Or as Kashi would put it, millions more people eating and feeling well. (Art Director, Creative Director)