- linchpin: "a person or thing regarded as an essential or coordinating element"
Best Western: “We Expect You to Be Surprised”
Objective: Challenge pre-conceived notions about Best Western hotels while giving the brand a fun persona. Best Western has a reputation for being a “lower end” hotel chain, and this campaign aims to dispel it. The ...
Netflix: “Greetings From Your Queue”
Objective: Use Netflix’s massive movie library to capture the attention of every kind of movie lover. Netflix queues can be seen as extensions of someone’s movie-watching taste: they’re unique to each person. Using that logic ...
Altoids: “Removes the Bad Taste”
Objective: Utilize Altoids’ signature quirky charm to encourage consumers to think of the mints as a small pick-me-up. It’s common for people to say that a bad experience or unpleasant memory leaves a “bad taste ...
Beneful: “Dogs, We Get You”
Objective: Parlay the buzz from 2011′s “Beneful is advertising to dogs” hooplah in Europe by creating a tongue-in-cheek campaign that takes the concept a step further and paints Beneful as the only dog food company ...
Girl Scouts of the USA: “Friendship”
Objective: Encourage girls aged 9 to 11 to join the Girl Scouts by highlighting one of the organization’s core values: sisterhood. A print campaign takes characters easily identifiable to young girls (Disney princesses) and uses ...
Bic: “Newly Enhanced”
Objective: Increase consumer interest in Bic’s line of ordinary writing utensils and position Bic as a company that wants to improve the world with its products. A print campaign boasts improvements on Bic’s classic writing ...
Jelly Belly: “The Unpopularity Contest”
Objective: Inspire loyalty for Jelly Belly’s 50 flavors and create distinctions for each one. The Unpopularity Contest would call on consumers to rally behind their favorite of Jelly Belly’s 50 flavors to save it from ...
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