At a time when the digital ad world is changing we worked closely with Google to reinvent one of its largest brands, DoubleClick. Additionally, we re-engineered the way the Google Display Network told their story to small businesses. In this post are examples of the work contributed for the Watch This Space promotions.

Suggested Strategy:

For Watch This Space – Create Google brand films that explain the concept, and seed them to key opinion leader bloggers to utilize in their blog posts. For DoubleClick – Position DoubleClick as an innovative, stable and reliable partner coming together as one central hub. For Google Display Network – Suggest clear marketing strategies that take advantage of GDN by creating strategy films and case study documents.

Execution:

For Watch This Space – Developing a deep understanding of these complex mechanisms were crucial to delivering for this client. Google’s new Real-Time Display Bidding platform is a multi-layered process with deep intertwined connections inside the organization. Built upon Google’s successful “Watch this space” campaign – we’ve developed two information graphics, two full-scale publications and two instructive animations – explaining the concept of these complex mechanisms.

Featured info graphic in April 7, 2012 Ad Age

How Does Real-Time Bidding Work?

What is Audience Buying?

Google Display Network Rebranding – Style Guide

Google Display Network – New Why Display section of site

For the Google Display Network we created 4 films to illustrate the success and strategy used on GDN. These films captured a main advantage to GDN and will be featured on the Why Display page of the GDN site.

Bedder Way Bedding 1 of the 4 films created for GDN

DoubleClick Rebranding – Style Guide

Last night was the 2012 OMMA Awards Dinner where my team and I brought home Best Integrated Online Campaign (Alcohol) for our work on the US launch of Epica Wines. It’s a great win for us since we chose to take a risky approach for this wine brand’s introduction. Using a lifestyle platform, we considered fashion and retail brands as competition rather than other wines.

Targeting millenials, we developed a no limits, no excuses message – asking people to live life in the moment. This lifestyle approach played out on the parallax scrolling Web site, short films on YouTube and a Facebook campaign that coupled shared experiences with raising brand awareness. We’ve surpassed the clients site visit goal by nearly 25 percent, while Facebook has collected over 31,000 “likes” in its first four months.

Competition was stiff – you can find the complete list of 2012 OMMA Awards Finalists here.

When we were working on it I was sure we were breaking new ground in pharma
with this linear storytelling approacb.

Our challenge was to motivate women to re-think their birth control options.
We transformed TV assets into unique, artful animations to complement the story.

We used unique linear storytelling, custom animations, advanced technology and friendly,
relatable copy and design, and I feel,  successfully transformed an average online pharma experience into a rich,
engaging, valuable consumer experience that looks and feels like nothing else in the pharma category.

Paragard.com

UPDATE: We also won Silver at the recent MM&M awards: Best Multichannel Campaign

Go to awesomeorawful.com – print this poster out, pin it to your wall, then sob uncontrollably at the complexity that is your career.

Like every project, we work hard to find a core brand story. Just having a high-quality, great tasting wine isn’t enough to reach a wine-neutral audience like millennials. So we centered around a lifestyle message and mantra, “Life in the moment”. This allowed us to go beyond the wine category as our competition for attention, but rather, fashion and retail.

To complement this we created a series of short films featuring everyday Millennials brave enough to chase their dreams – a sentiment at the heart of  the Epica mantra. This message gives us a platform for all our digital conversations, particularly in social. Epica becomes a brand that celebrates the spirit of living in the moment and doing what you believe in.

A Life in the Moment: Episode 1 Lavalier

A Life in the Moment: Episode 2 Mary

Be sure to check out the Epica wine site for the whole experience.