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International Wood Products
premium doors · consumer print
Chabot Space & Science Center
consumer print
Torani · Pure Flavor
trade print
Trumer · Premium Pilsner
consumer print & translight
San Francisco Giants · Individual Game Ticket Sales
bus sides and backs
Situation:
For casual fans, the appeal of the Giants is one of city ownership and pride. "Do You Speak Giant?" spoke to both casual and avid fans by giving them membership to an exclusive club of fans who are "in the know."
Results:
The most critical time for baseball team ticket sales is before opening day. 2007 pre-season ticket sales were up more than 200,000 over 2006.
In addition, the campaign became the talk of local sports radio shows and was even parodied/stolen by the rival Oakland Athletics in their own billboards.
Lennar Homes
Rebranding · consumer print/newspaper
Situation:
Lennar has a competitive distinction over other homebuilders in that it offers "Everything's Included™" homes, where all the standard luxury features are included in the base price. However, Lennar had not communicated their value proposition effectively.
I created this campaign to clearly explain the benefits of Everything’s Included (no unpleasant surprises during the home buying process), while creatively standing out from the noise of this challenging category.
Results:
Online traffic rose 62% and new home sales rose 24%.
