Chip’s Ahoy! developed a new cookie with one selling point: it’s big. Like 3x bigger than their classic chocolate chip cookies. And they wanted to get the word out.
So, we created a big campaign with one big message:
THIS. IS. BIG.
And to show just how big, we created two :15 spots where we put the Big Cookie right next to their cookie-sized mascot, Chip. AND we threw in some OOH, just for some big fun.
Sr. Copywriter: Jane Raymond
Sr. Art Director: Sarah Azulay
CDs: David Mackereth, McKay Hathaway
Agency: Digitas
belVita Breakfast Biscuits have lived by their tagline of Rise & Thrive for years. But when they came to us with the ask for this equity campaign, they wanted to give it a little more modernity, a little more oomph.
So oomph we did.
Using the iconic Space Odyssey theme to show the power of belVita’s slow release carbs, we added some lyrics to drive the message home. And then rounded it out with high targeted social, display, and OOH messasing.
Not shown: the trumpet fart sound effect we added in the last scene that a client took out. Peak comedy.
Copywriter: Jane Raymond
Art Director: Samuel Regan
CDs: Nat Resande, David Mackereth
Agency: Digitas
What happens when America’s favorite chocolate chip cookie decides it’s time for an upgrade? A journey of self-improvement - or as we called it, MMMprovement - to become even more delicious. And who better to help get the word out than the queen of self improvement (and hilarious interviews) herself, Keke Palmer.
We created a campaign that gave our recipe the full press tour treatment, with Chip as our charismatic star, and Keke Palmer in the role she was born to play: a talkshow host. Starting with :15s that ran on CTV and socials, we also blew it out with brand content and two paid social videos on Keke’s pages, visually fitting right in with her beloved content.
Copywriter: Jane Raymond
ACD Art: Mel Cleary (partner)
CDs: Nat Resande, David Mackereth
Agency: Digitas
Going to start by throwing some words (and some numbers) at you: exascale is the current highest number of computations a supercomputer can do in one second: one quintillion. That’s 10 to the 18th power, or 18 zeros.
In the tech community, 10/18 is Exascale Day. So we were charged with grabbing attention, and equating HPE with the most powerful supercomputers on the planet - which they have helped build.
We started with a simple but insane URL, made some OOH and print ads that weren’t quite like the rest, and a microsite that showed everyone just what HPE supercomputing has the power to do.
Creative Director: Justin Via
ACD: Jake Blumenau
Copywriter: Jane Raymond
Art Director: Halli Rosin
Agency: Publicis New York
If you were alive in 2020, you remember the infamous Four Seasons Total Landscaping debacle. For their Super Bowl ad, Fiverr took full advantage of it and featured the FSTL owner in all her glory.
My team was asked to come up with a social activation on Twitter that would go on for the entire game, stirring up curiosity before the spot aired in the 3rd quarter. So we decided to keep the mix ups going.
We found small businesses all over the country who shared a name with some of the giant companies who were airing their own Super Bowl spots. And when those spots aired - we tweeted at the wrong one.
Our work garnered twitter exchanges with AdWeek, sufficient buzz for the spot, and a Bronze One Award for social.
ECD: Matt McKay
Creative Directors: Zac Sax, Kristen Koop
Jr. Copywriter: Jane Raymond
Here, we were asked to find a way to connect HPE’s work to real world issues through a series of longform videos. We landed on Scale For Good, a small series consisting of two documentary shorts. Each one features HPE clients who use HPE technology to grow their companies, and the good they can do for the world.
The first focuses on CGIAR and Digital Green, who are working together to feed the hungry.
The second stars Carnegie Clean Energy, a company trying to harness the power of waves.
Copywriter: Jane Raymond
Art Director: Chloe Kim
Creative Directors: Justin Via, Andrea Scotting
Agency: Publicis NY
When TIMES was publishing their long-awaited Women of the Year issue, we were briefed to create a print ad celebrating HPE’s female board members - specifically that they took up 5 of the 13 spots. Our first question, why is 5 out of 13 a number to celebrate?
The answer - because it’s still so much higher than the majority of corporate boards, with average female board membership at only 17%. So we asked a second question. Can we use this space to highlight that absurdity?
Creative Director: Justin Via
Jr. Copywriter: Jane Raymond
Art Director: Halli Rosin
