Through social listening, we found that Gatorade’s core audience of teen athletes was missing the point of the brand slogan, Win From Within. They thought it was all about winning. And why not? For decades Gatorade has celebrated the Michael Jordans and Serena Williams of the world. So we set out to change the conversation by telling real stories of everyday athletes, pulled right from our social following.
This social video series amassed more than five million views, and got teen athletes everywhere sharing their own stories of how they win from within. And suddenly, it was no longer about just winning.
Win From Within Ben Jackson
Win From Within Bobby Hornsby
Win From Within Erica Wilson
Win From Within Pit Bulls
Gatorade has millions of teen athlete followers across five social platforms. While that in itself is a huge success story, it also posed quite a challenge: How would we keep them engaged with the brand? How would we ensure they kept coming back for more? The answer: timely content that inspires and motivates.
With an ever-changing sports world, running the group that created this content was akin to running a newsroom. Here is just a small sampling of that content.
March Madness Social Video
Helzberg + Geico
Helzberg Diamonds had a unique opportunity to partner with fellow Berkshire Hathaway Company, Geico for a TV buy. My partner and I concepted and wrote the spot and then joined forces with The Martin Agency to produce it.
Sonic TV & Outdoor
I spent several years of my career working on Sonic. Which meant dozens and dozens of shoots writing for and directing “those two guys in the car.” Rather than make you watch a bunch of them, here’s two for your enjoyment. And some outdoor too. The fact that the campaign lives on today with another agency is a huge compliment.
Sonic Patty Melt
Sonic Banana Split
Sonic & The VMAs
Inside every creative brief, there’s an unwritten choice. You can deliver what’s being asked of you. Or you can go above and beyond to deliver something nobody even knew to ask for. If we’d have delivered what was being asked of us, you’d be looking at a standard banner ad right now.
Sonic & The VMAs
Sonic "The Stalls"
How do you get more millennial females to eat Sonic? Put two female creatives in the same room as a millenial medial buyer. Voila.
Sonic & The Hills
Ball canning was a dying brand because their core audience of older female canners was, well, dying off. We not only needed to position canning as cool and relevant, we needed to create a whole new population of female canners.
The solution: position canning as a means of self-expression – an open-ended question only our female target could answer.
And then, provide a resource that would help her learn to can and be with her every step of the way.
The Trolley Run, an annual 4-mile race in Kansas City, is the single most important fund-raising event for Children’s Center For the Visually Impaired, a school that teaches visually impaired children to thrive in a sighted world. However, nobody really knows this. They think the Trolley Run is just a fun event that runs through their neighborhood every year.
Since the event is near and dear to my heart, I concepted this video idea and drafted a video producer, a sound engineer and a lot of running friends to help me create it. The video racked up thousands of views in a matter of days, helped break race registration records and got loads of free air time from local stations.
Eating healthy is hard. Not just because of the constant temptation, but because coming up with ideas for healthy meals and snacks is intense and time-consuming, and dear god, you’re starving and need to eat now!
We pulled Kashi, a brand everyone associates with healthy breakfast, out of the healthy breakfast category and into the healthy eating category by providing quick, shareable recipe ideas that incorporate Kashi into every day part. These simple social videos garnered hundreds of thousands of views, likes, shares and healthy meals.
Also, if you want to see some of my long-form writing, check out the blog I established for Kashi at stories.kashi.com
Headquartered in Oklahoma City, Sonic annually sponsors Oklahoma City’s Art Festival. And they wanted a tasteful, brand-centric way to say just that. So we created a campaign of posters and program ads that managed to celebrate the event while still keeping the brand front and center.
Some rule somewhere states that holiday jewelry store ads must feature fictional model-like characters saying over-the-top romantic things while riding on horseback through a perfectly snow-covered field, setting completely unrealistic expectations for women everywhere.
Well, we broke that rule. For Helzberg, we wanted to celebrate real love between real people. So we had an idea: let’s find real, non-actory couples, separate them, turn on the camera, ask them questions about their relationship, and see what happens. Okay, so we had more of a plan than just that. But what resulted was pure fun. Especially among our first couple who was close to getting engaged.
And then we broke another rule, we invited more real people to join in on the real conversation, giving us even more real material for the next campaign.
Helzberg How Do You Know?
Helzberg Sheldon and Cristala
Helzberg Rich and Dina
A sampling of other various TV spots I’m proud of.
Kansas Lottery "The Ride"
So it's long-form you want? I can do that. I’ve written loads of collateral material, website copy, emails, and blog posts. But if I'd have put all that on here, you'd be here forever, and things would just get awkward between us. So if you’d like to see more examples of my long-form writing, drop me a note. I’m happy to load you up with reading material.
I established the voice, tone and first 15 posts of the Kashi blog. Check it out here