In the personal care business “The Quality Gap,” describes the discriminatory practice that charges women more for lower quality goods. Harry's thought that was messed up. Especially when millions of women were shaving their legs and delicate bits with razors designed to be manhandled. So they created Flamingo. Equal quality blades. Same price. In a razor designed for the ways women shave. Which inspired our idea – Quality Equality – a call for all companies to start offering equal quality for an equal price. We ditched the pretty pink imagery and respected women’s intelligence by focusing on the quality of the blades.
Bad things can happen to good people when headphone wires get in the way.
Millennials didn't realize HBO Go came free with an HBO subscription. So we created a campaign for HBO Go based on this insight: Get HBO Go so you don't have to watch with your parents.
How do you get culture to notice an underdog brand when it’s competitors enjoy goliath budgets and pro NFL sponsorships? You hijack the hoopla of the most heated debate in NFL history: Deflategate.
A classic brand turns ninety-years new. Lincoln wanted to shed its “boats for old folks” image and give its entire image a brand new car smell.
To launch Jet.com, I was part of a team of writers assembled to create on-the-spot videos that celebrated the online carts of purchases as they rolled in, in real time.
The pioneers of the health wellness category needed a facelift, themselves. We created “First There’s You.” A rebrand that celebrates the virtue of selfishness. Because the best way to help others is to put yourself first.
Jackson Hewitt wanted to redefine their mission. We created “Working Hard for the Hardest Working,” a brand that celebrates the working class and offers the financial help they can’t get anywhere else.