In the dictionary, “Black” has many negative definitions. Harmful words that affect how Black people think of themselves. Offensive words that impact how they feel. Derogatory words that influence perceptions of them. Words like dirty, wicked and hostile. So, we wanted to change them.
We created a story that everyone can see themselves in and emphasize with, that shows the emotional effect of words. And, remind us all that the true definition of Black is beautiful.
This film launched a movement for the P&G lifestyle brand My Black is Beautiful to #RedefineBlack by inciting dictionaries to change the definition. We set out to redefine what it means to be Black for good, and change perceptions forever.
Change the Words
Pantene Gold Series
Pantene Gold Series
Hair care line for natural, curly and textured hair.
Beauty magazine for P&G hair and skin care scale program, My Black is Beautiful, including Pantene, Head & Shoulders, Olay and Aussie brands
Create a campaign that taps into the instinct within us all to inspire others.
Depict Corolla as the vehicle for those who use their own talents to spark initiative in those around them.
Yarnbomb artist Sade Moore uses her art to beautify her neighborhood. Find inspiration to make your community more beautiful in the Toyota Corolla.
Barber Jaystar Page gives free haircuts to kids to instill confidence and encourage them. Find inspiration to encourage others in the Toyota Corolla.
Chris Bennett, Co-Founder of Wonderschool, an organization that helps teachers start their own preschool from home, visits one of the schools to help a new teacher inspire her students. Find your inspiration to change the world in the Toyota Corolla.
For Black Music Month, Xfinity featured Black Thought to curate experiences that celebrate the creativity of Black music. Having gone from underground MC to leader of The Roots, the house band for The Tonight Show, his creativity is the perfect conduit as a narrative for the many ways in which African-American music influences culture.
Featuring original music by Black Thought, the campaign included TV, radio, online branded content, a feature page on xfinity.com, social media, print and an exclusive activation at the Roots Picnic music festival.
Black Thought, The Cultural Conduit
Roots Picnic Sizzle Video
Roots Picnic music festival activation including Live Twitter Stream
Celebrate the holidays with XFINITY TV and Internet.
Convince consumers to turn off their TVs and devices and connect with each other in ways that matter the most.
Won a Silver at the Chicago International Film Festival.
This holiday, disconnect from technology and connect with the ones you love.
Introduce McCafé coffee and specialty beverages by conveying quality of taste and value.
Show how McCafé helps you “Win the day” with its fresh taste and a little bold flavor of your own.
Win the day with the bold, fresh flavor of McDonald's McCafe coffee and specialty drinks.
Digital, Ecommerce, Microsite
Hair care is organized by brand instead of by style, so it’s difficult for women to find products they need to get the look they want. This makes it hard to branch out beyond the basics without guidance.
Create a custom omni-channel program for CVS that brings together how-to content of all Unilever hair brands and the power of CVS ExtraCare to provide shoppers with personalized styling and product recommendations.
CVS.com shop page with main POV and category page with rotating POV
CVS.com Quiz Engagement Page
Users take a quiz that helps determine the style they most desire.
CVS.com Personalized Results Page
Shoppers are shown a suggested style and recommended products based on their quiz answers. We also show how to get the look in 4 easy steps and further content such as videos and how-to content.
In-store shelf signage
At-shelf signage at CVS closes the loop connecting digital to in-store with how-to content on how to achieve desired styles.
TV, Digital, Social
Drive sales of Bounty at Walmart for summer.
Create TV, OLV, and social campaign to show moms how to be prepared for summer grilling and expect the mess with Bounty.
Direct Mail, Ecommerce, Digital
New moms are overwhelmed with all the things they need for their new baby.
Create a direct mail, digital, and eCommerce campaign offering moms a sample kit and free gift with purchase every month to make motherhood easier.
Pampers DTC kit with bonus offer
Web banner to driving shopper to walmart.com to participate in offer.
Drive sales of P&G products for back-to-school initiative.
Create a integrated campaign engaging college students to try products that make their lives easier, with an easy way to shop for them.
We created an experience that spoke to them in their own vernacular, that let them shop from their dorm rooms, encouraging them to be SMAZY: a lot smart and a little lazy. We held events on college campuses that introduced students to the products via games, giveaways, and online shopping at custom microsite, BeSmazy.com. It's a lot cool and a little creepy and they loved it.
Elements: Digital, Experiential, E-commerce, product development
Logo & T-shirt
Smazy Brain Hat
College campus event
Pizza box, USB bracelet, stickers, samples
Shop online at walmart.com
The Tree of Wishes
Create a unique interactive holiday card.
Develop a microsite that allows you to make a wish and watch it transform into a custom snowflake right before your eyes. Then share your wish with the world.
What becomes of a wish?
Make your wish
Your custom snowflake
See your snowflake fall
Share your wish with the world
Introduce a new Italian espresso machine to North America.
Create a campaign that brings Italian coffee culture to your kitchen.
Website landing page
Launch 60 year old UK food preparation machine as a new phenomenon in the U.S. Market.
Develop a multi-channel campaign that positions Kenwood as your everyday kitchen assistant.
POS Display signage
Branding, Digital, In-store Visuals
Create a print, digital, and in-store campaign for Tresemmé hair brands that convinces the target that buying multiple brands is what is holding her back from achieving her desired hair styles.
Leverage her confidence in TRESemmé as the #1 styling brand to drive regimen, so she stops mixing and matching products and commits to TRESemmé for all her hair care.
End-cap and PDQ tray
Digital platform on walmart.com allowing users to take a quiz with questions based on their personal style that reveals answers with style solutions and how-to content and tips on how to get recommended looks.