Core Hydration 2023 "You Core"

We launched the second-year Hailee Steinfeld / Core Hydration campaign on April 23.

Wellness isn’t necessarily doing 300 push-ups, winning a race, or holding a crow pose for a full minute. It can be taking a walk around the block. Writing a poem. Or even just breathing. In fact, there are infinite ways to do wellness. The campaign is to set the position of the product as an icon for wellness democratization.

Core Hydration+ Immunity | Vibrance | Calm Featuring Haliee Steinfeld

These three products come with unique ingredients to support your wellness for whatever you need. Wellness Wherever.

When Ajinomoto, the world’s largest producer of monosodium glutamate, asked Edelman to advance American perceptions of their signature product, we decided to go backwards. Instead of promoting the surprising flavors of MSG, we went back in time to examine the source of America’s deep-rooted (and xenophobic) distaste of MSG. Once we did, we discovered an unlikely enemy: the dictionary.

Our campaign was picked up by 315 different publications including the NY Times, the Wall Street Journal, Vice, CNN, NY Mag, WaPo and many more. Apple News even sent out a nationwide push notification.

One 60-second Twitter video exposed @MerriamWebster’s problematic definition, and sparked the internet to demand change.

RESULTS
1B+ Combined Impressions

8.2M Video Views on Twitter

3.5M Video Views on Instagram

21M Impressions on Twitter

MSG Sentiment Went From 61% Negative to 82% Positive

AWARDS
Shorty Awards (Winner in Multicultural Community Engagement)

Shorty Awards (Winner in Best Use of Hashtag)

Amex Access strives to bring fans closer to all the action from music, theater & food experiences. In 2016 American Express and Kendrick Lamar collaborated to create an exclusive music experience for Card Members. We created short social teaser videos which fed clues to our intimate Brooklyn Event, bringing card holders closer to their favorite artist. With only 500 spots open, the tickets sold out in 15 minutes. To make sure his fans were all getting in on the action, Kendrick announced that the show would stream in real time on Facebook Live. 

INTRODUCING THE CENTER FOR HANGOVER RESEARCH

The hydration category is a crowded place to play. For every activity that millennials partake in, there are 5 drinks to rehydrate with. So, when V8 released +HYDRATE they needed to do something different to breakthrough with a young, skeptical audience.

Together, we created the Center for Hangover Research where we captured footage of Dr. Ken performing rehydration trials on hungover millennials. Each piece of content reinforced our new product as the go-to hangover solution. Then, on July 5th –the most hungover day of the summer—Dr. Ken released the ultimate way to recover: the Emergency Rehydration Kit. With just a click, hungover millennials could request a kit (complete with +HYDRATE) delivered to their front door. As Dr. Ken shared rehydration cure with press across the country, V8 +HYDRATE broke through with our new audience and we sold out of kits in a matter of hours.

November 26th marks the seventh annual Small Business Saturday, a day dedicated to supporting the local businesses that can help create jobs, boost the economy and preserve neighborhoods around the country. Small Business Saturday was created by American Express in 2010 in response to small business owners’ most pressing need: more customers.

With the help of The Muppets, we spread the word to Shop Small!

2017 North American Effie Award: Gold in Sustained Success

This year, we partnered with Venus Williams for a social content series that gave fans a unique look into how the US Open champion gets ready to Ace the Open. The spots along with GIFs and Boomerang's were shared on across Amex, USTA and Venus' social channels for all to see.

Amex's Access campaign helped Card Member's Ace the Open with on-site spend vouchers, exclusive lounge access and play by play commentary with Amex in-ear radios. Online, attendees shared socially snackable GIFS from the Anti-Gravity and Air Haptic Tennis Games at the American Express Fan Experience Tent. 

As the summer heat rises, the new K-Iced brewers hit the spot for consumers seeking the option to brew either a refreshing and delicious iced coffee or a rich, full-flavored hot coffee from one coffee maker at-home. To reach our Gen-Z target we took to social behaviors and trends such as ASMR to inspire our launch video.

This video was run as OLV as well as digital on all major Keurig retailers from Target, Walmart, Amazon and Keurig.com

In 2019, Dolby came to us to lead their first ever social consumer campaign. We built a strategic social campaign from the ground up to re-engage audiences with the brand. From there, we would educate, entertain and inspire like an ARTIST. Our challenge? Giving feeling to something that can only be experienced in person. For the first time ever, we wiped their social channels clean, and created a blank canvas to reintroduce Dolby as a force in the audio and visual world. In partnership with 72andSunny, we had the honor of partnering with Lizzo to spread our message and show people the power of Dolby. We actually made Lizzo cry (in a good way). To keep the momentum going, we rolled out supporting content with J Balvin, Post Malone and Coldplay.

Citrus is gorgeous. It doesn’t need frills to show off. So, playing right into its natural beauty, we decided it was time to show up in a bold new way with our product front and center. And since brand awareness as a fresh citrus brand is still a big challenge, we took inspiration from premium consumer products and created a campaign that was new and fresh for Sunkist, but also unique to the brand in look, feel, and tone.

We crafted a fully integrated campaign with global extensions into our export markets across the world. Share What’s Real continues to take shape in just about every medium – digital, video, out of home, social content and specific series, radio and podcast, custom content partnerships, influencer campaigns, experiential activations in Asia and Canada, trade advertising, and the list goes on. Hell, some of our varietal videos were featured during the Oscars while others were blasted in Times Square.

On October 22nd, lifestyle influencers, consumer media and partners gathered at the Microsoft Lounge in Culver City to celebrate the new Surface family. The casual and intimate setting provided the perfect opportunity for tastemakers to experience and play with the new products firsthand through a series of unique and immersive activations. Throughout the evening, 3D-artist Ana Bernaus’s wall mural was the centerpiece of the event capturing guests’ attention as they walked into the space, where she was positioned in the center completing her masterpiece on a Surface Pro 7. Inspired guests were given their own opportunity to create their art pieces on the Hub as well as participate in floating Surface demos. In addition, stop motion photographer Tommy Lundberg’s photo booth experience used the Surface Laptop and allowed guests to collaborate with the artist on creative gif ideas to create shareable content and photo takeaways. Ultimately, guests were led upstairs to the ultimate sound experience as they were engulfed in Maurice Harris’s floral forest and immersed in music from Surface earbuds and headphones. The evening ended with many lingering tastemakers and overall favorable sentiment.

To help consumers refresh their devices and rethink their mobile behaviors, we worked with Xfinity Mobile to introduce The Phone Cleanse, a 7-day guide to help consumers reset their overall mobile well-being with daily tips and challenges inspired by advice from leading mobile experts around the world. We created this campaign to both drive awareness of the brand as well as encourage people to keep their phones and switch their network to Xfinity Mobile. We used the cleanse as a device to help people understand that you don’t necessarily need a new phone to FEEL like you have a new phone. It just takes a couple tips and tricks to both refresh your relationship with your device and its internal physical state.

The Shorty Awards: Gold Distinction in Technology

During the 2015 season, Under Armour asked us to help drive engagement & awareness across their social channels with a new strategy and aesthetic. We developed a new gritty look and feel and showcased our top teams in real-time posts. These posts included both NFL, College and High School sponsored teams. This ranged from recurring weekly series, to the Superbowl Playoff bracket.

Modix is a new form of body for your car. A fully customizable fabric exterior exceeding the principles of design. Imagine the ability to morph the exterior of your car to match any outfit or occasion at the click of a button. Modix is adaptability and customization redefined.

Murray’s Cheese is the oldest and most beloved cheese shop in New York City. After almost 75 years of providing the finest cheeses from around the world, the brand was ready to expand its offering beyond the city limits to Kroger stores across the US.

To prepare for this venture, Murray's Cheese needed to refresh their look with new labels and wrapping paper, as well as an icon to communicate their special "Cave Aged" cheeses. The new packaging system needed to reflect the rich heritage of Murray’s Cheese and their unparalleled expertise in cheese purveying. It was important for the brand to remain authentic for New Yorkers who know and love the shop, but also intuitive for consumers in Kroger stores who wouldn't have Murray’s Cheese experts on-hand to guide them.

The new wrapping paper takes inspiration directly from the charming eclectic décor of Murray’s original flagship store in Manhattan’s Greenwich Village. The "Cheese Words," which are featured on the walls of the shop, communicate the rich heritage of the brand as well as its Epicurean expertise.

Cheese sets a specific challenge for navigation, as there is such a myriad of differentiators - type of milk, country of origin, texture and strength of flavour. The new labels acts as a guide for consumers, featuring a word block that cleverly describes the cheese profiles as well as silhouette icons of cows, goats and sheep to signify the type of milk. The new Cave Aged icon is simple and distinct, fitting into the new packaging system seamlessly. 

U-WAVE the first motion interactive DJ studio is the future of music technology, and the first of its kind. With the help of Xbox Kinect, U-WAVE a multi-sensory experience that puts YOU in the spotlight. This motion interactive interface allows for YOU to become the composer, producer and DJ! With U-WAVE, YOU’RE in control.