david Abend

Haas is the leading grower and supplier of hops in the U.S. But most craft brewers don’t even know who they are. That’s because historically, they have only sold in large quantities to the Big 4. But with the growth of the craft brewing industry, Haas realized they needed to market to this audience in a way that demonstrated their passion for brewing great beer.

Our recommendation was to leverage the relationships they did have with some of the most well-known and respected craft brewers in the industry. The result was this “Here’s to the moment” campaign which used these brewing superstars to help introduce Haas to a whole new market for their hops. Link to

website.

When we started working on the Colby Sawyer College Brand Book and Microsite, one thing struck us: Why does every college use non-college students to make their pitch to potential applicants? Why not use current students to communicate the brand message that a CSC education is all about experiential learning. Sure, they attend class. But so much of what students learn at CSC takes place outside the physical classroom. Our solution? Use the social hashtag #thinkoutsidetheclass as a way for current CSC students to capture those moments when they are learning outside the classroom and share them via Twitter and Instagram. We then curated the hundreds of posts to create a microsite and brand book which targeted high school juniors and seniors using a medium that was sure to appeal to them.

View Live Site

This international campaign for Samsung business printers stressed the simplicity of creating networks of printers that were all tied into one database to give everyone from the IT cowboy to the CTO a way to provide their users with great printers while lowering their costs. Sound hard? It was easy. As easy as Ctrl P.

You don't wear Chuck Taylors because they feel good. You were Chuck Taylors for the way they make you feel. Like you belong. This campaign used athletes in an understated way to reinforce the emotion of the brand. (art director: Pete Favat)
 

I've worked on a lot of challenging projects in my career but none tougher than this one — convince a generation of people whose memories of visiting grandparents in nursing homes was right out of a Steven King novel to consider a nursing home for their parents. The guilt was too much. Our strategy? Turn the guilt upside down by showing the isolation that many elderly people face living at home. It's a little hard to read here but worth the effort. (Art Director: Paul Renner)

To reinforce the Holiday Inn Express branding in the marketplace, we created a site where you could see how much each candidate could have saved if they had stayed at a Holiday Inn Express versus a more expensive hotel while on the campaign trail.

With no paid media support, the Web site generated massive press – over 85MM media impressions – in just 2 weeks. The campaign secured national television coverage on Fox News and CBS affiliates, coverage in national and international news print including The London Times, The New York Times, Washington Post, LA Times, and US Today, and extensive online coverage from political bloggers and local radio stations.  The equivalent in paid media would be valued at well over $2.5MM US dollars.

(This site won two “Best in Show” awards at the Hospitality Sales & Marketing Association’s Adrian Awards. It was also a MITX Awards finalist.)

Brand Essence Video

Previous brochures for Delta Dental’s three plans looked — and read — like medical journals. By using animals famous for their teeth as symbols of each plan’s benefits, we made it easier for members to understand and choose the plan that was right for them. (Art director: Sandi Quatrale)

I do a lot of ad hoc social posts for a financial services company. Here are some examples. On the posts featuring videos, I also created and wrote the videos.