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Campaign to support the launch of British Airways new Club World. We took the offline agency’s concept and gave it digital legs with a microsite, banners, captivate units, and launch event support with touchscreen displays.

ACD: Janeen McCrae
Concept team: Adam Romero (AD), Matt Carlin (Copywriter)
Design: Adam Romero/Krystle Mobayeni

Awards:
2007 Web Marketing Association Web Awards
Winner Outstanding Website - British Airways: New Club Rules

2007 Summit International Awards: Marketing Effectiveness Awards
British Airways: New Club Rules - Consumer Service Single Entry - Winner

I love to pitch. Just love it. There are moments during the process where I absolutely detest it, and I know this one had those moments. But still, I look back at it and just remember how much fun it was. We pitched for two brands - Dunkin’ and Baskin Robbins, and Zolty and I came in towards the end of the pitch to work with the team and help the team carry the ball over the line. I actually took a lot of photos during this pitch and will post a video talking about the pitch shortly.

One of the specific things I love about pitching is working out how to present the ideas. Throwing the ideas up and a wall and thinking of a way to put them together in a narrative. The Dunkin’ story ended up being a book. I went a different path with the Baskin presentation.

The making of the Dunkin’ Book

The task: gather all the pieces of the Baskin Puzzle and make something out of them. This one’s not a book, so I can’t show it.

I was present only for the first course of this project - an extension of a lot of the ideas we’d come up with for the pitch made real. Working with Zolty (again) and an IA, we sat down and fleshed out the idea of building a better way to view Dyson products. Andrew went on to execute the vision, along with a supporting online campaign.

Although the site is still live, it’s been fiddled with since handoff. But the guts are still there.

Design and production: Andrew Zolty, Andrew Hess, Mike Fazio
CD: Carla Echavarria

The Dyson ideals are pretty simple. No fluff, just straight to the point. Don’t overstate, just prove it. If you prove that you understand what that means, you can have the business. There’s lots to talk about with this pitch - the concepts, the format of the final presentation etc. - but I don’t let it all hang out here on the blog. That’s a conversation better had in person.

Concepts: Andrew Zolty/Janeen McCrae

Design: Andrew Zolty, Andrew Hess, Mike Fazio

Here’s a video of one of the pitch materials created (password protected)

Dyson from Noodle on Vimeo.

Don’tread.org was an idea first sparked in the mind of Andrew Zolty, and became the focal point for execution of this idea. Layer on the Listening Saves condiment and you’ve got a campaign on your hands. It really was an idea everyone could sink their teeth into, and I found myself doing voiceovers, writing a bunch of fun stuff, and wearing a frog suit, all in the name of advertising.

The idea was simple. Don’t just create a sweepstakes entry, pose a question that builds excitement about actually entering. And not just entering once, but multiple times. The Choice wishing well asked people to write their million dollar dreams on a coin and throw it in the fountain. Although not an essential element of entering, we found people coming back day after day, to enter the exact same wish. As though the fountain held some kind of mystical power.

We also created a rock solid profanity filter for this project - and then found out that people really aren’t as profane as we predict them to be.

See the banner, which spawned the landing page after they “threw” the coin.

ACD/Copywriter: Janeen McCrae
Art Director/Flash: Andrew Zolty
Designer/Flash: Krystle Mobayeni
Designer: Steve Basin

Awards:
Horizon Interactive Awards 2007
Choice Hotels ‘Key to a Million Sweepstakes’ - Banner/Email Ad Campaign: Bronze

MIXX Awards 2007
Direct Response and Lead Generation - Finalist

This was a big one for me - the first pitch I ever ran (and won). It was an all out team effort presentation, with a little theater and a lot of creative to show. Once again, Mr. Zolty and I were in cahoots with concepting and creative, with a little strategy thrown in for good measure.

The pitch creative is locked here. Password only shared in person. :)

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Working this time with J.L. the AD, we created a microsite that explained all the reasons a personal investor might want to switch their broker to BrownCo (which was eventually bought by eTrade). It did an awesome job in converting leads into actual account holders, but of course I can’t remember the staggering conversion rate, which would make this story all the more compelling. View the banners, or see the microsite in action.

CNN’s new video service, Pipeline, gave users live access to CNN feeds. The campaign needed to first alert users of the service before it arrived, then get subscriptions to the service. The landing page - just one element - also acted as a mini-demo of the service to showcase its worth.