Winner: Cannes Cyber Lions, One Show Interactive, Ad Age Small Agency Awards.
AD/CW: Mary O'Keefe. CCO: Deacon Webster. Developer: Tim Erfle.
Upscale steakhouse Maloney & Porcelli has long been a top spot for corporate lunches in Manhattan. But when the financial crisis hit, having a $50 sirloin on the company dime became an instant faux pas. Enter expenseasteak.com, a website that let anyone turn a pricey meal into a legitimate business expense. Enter any amount, hit "expense it," and the site would generate a PDF of receipts from places like "Office Supply Hut" and "The Panini Experience," adding up to the exact amount you entered.
We also created a snarky sidewalk chalkboard, and stealth to-go bags for customers to sneak leftovers back into the office.
This coffee truck turned 26¢ into $7MM for our client.
The At-Cost Café was created to demonstrate the principle of at-cost investing with Vanguard. Because they operate at-cost, Vanguard's fees are just 1/5 the industry average. This sounds like minutiae to many people, but it can have a huge impact on your investment returns over time.
So to make the idea stick, the truck visited cities across the U.S. and sold coffee for 1/5 the average price, or 26¢ (the money went to local charities).
We used every touch point at the truck – napkins, cups, cardboard sleeves, menu boards) to spell out the facts. It all added up to a convincing argument – investors moved over $7MM in assets to Vanguard as a direct result of the campaign.
This PSA campaign promotes the adoption of kids in foster care.
In addition to the TV spots, we wanted to to give Adopt US Kids something to hand out at community events and spread our campaign message: that you don't have to be perfect to be a perfect parent. So we created "parenting fail" stickers – a spoof of the ubiquitous "family car stickers" seen on nearly every SUV or minivan in suburban America.
Some people live and die by the stock ticker, their heart rate going up and down with the market. We wanted to show that this investing approach is costly – both to a portfolio and to one's wellbeing.
So the Life Ticker was created to show that investing with Vanguard is different. With Vanguard you can focus on the things that matter most to you, not the ups and downs of the market. The result is a more secure future and a more serene present.
The campaign featured all real Vanguard clients, with their Life Tickers showing what matters most to them. Visitors to the website could hear those same clients describe Vanguard's features in their own words, get investing facts, and create their own Life Ticker (over 8,000 people did).
Director: Chris Wilcha
Photographer: Charles Gullung
These critters are the embodiment of high fees, and the havoc they can wreak on your returns.
Illustrator: Serge Bloch
These house ads drove Radar readers to the magazine's website, the destination for the absolute latest in pop, politics, scandal, and style.
Illustrator: Chris Roth
For the Food Bank's 25th Anniversary, we asked New Yorkers to give the gift of food.
Photographer: James Wojcik
These subway-themed, Massimo Vingnelli-inspired emblems & color schemes defined all signage & communications for the New York City Wine & Food Festival in 2008 & 2009.
1. Nutritionist Mary Groover
2. Fawesome, a Key West-based beachwear and lifestyle brand
4. Secret Mordechai, a private club in NYC that puts on eclectic holiday gatherings. Come one, come all...if you have the address that is.
5. Gena Dorminey, interior designer
Print campaign for Lonely Planet travel books. D&AD student in-book selection.