Crafting Engaging Brand Experiences
While many of the examples on this page are part of fully integrated, omni-channel campaigns, I am selecting specific executions that I am not only proud to of worked on, but also meet three criteria that I believe make for truly engaging work:
Consumer-centricity: the experience is ground in an audience truth, a deep insight that demands an emotive and salient response.
Brand authenticity: the experience authentically and naturally stems from the brand’s strategy and DNA – the brand doesn’t try to be something it is not.
Cultural relevancy: the experience is hyper relevant as it pertains to culture, pivoting from a truth that is evident in the audience’s world.
The examples here include large scale film productions, immersive experiential events, novel uses of technology, and innovative models of content creation. The scale and channel matter less than the idea and how it manifests the aforementioned criteria.
Coca-Cola & The World’s Cup
In 2014, the 20th FIFA World Cup took place in the spiritual home of football – Brazil. I led work to define an ownable creative platform, ground in insight, from which all brand experiences would stem. To tackle this, I looked at insight from the brand, the sport, and the host country. Since Coca-Cola is the world’s most inclusive drink (everyone has access to a Coke), football / soccer is the world’s most loved and accessible sport (all you need is a ball), and Brazil is a country that prides itself on inclusivity and diversity, the lofty ambition was established that transformed the 2014 World Cup the World’s Cup – a more democratic and inclusive experience for all.
To bring the idea of the World’s Cup to life, we found authentic, moving stories about the power of football and how love of the sport has changed lives for many, especially those in challenging circumstances. Each of these stories was also told in short, stand-alone content. This particular film was used in broadcast to introduce these characters whom were also brought to Brazil for the World Cup itself, an once thought impossible experience for them.
The World Cup Trophy is an almost mystical icon. Only those who have won it, dignitaries of state, and the head of FIFA may even touch it. However, in the spirit of the Word’s Cup idea, we brought the Trophy to underserved communities around the world to create special experiences with some of the games biggest fans. In this story, we were able to get special dispensation to allow a passionate, visually impaired football team to “see” the Trophy for the first time by touch.
The Happiness Flag was a 3,015-square-meter digitally produced photomosaic flag made up, pixel by pixel, of fan-submitted photos and tweets that was unfurled and revealed on the pitch of the opening match. As a manifestation of The World’s Cup, it meant that everyone, no matter who you are, where you’re from, and who you support, could join the celebration and be on the pitch of the opening match.
The World’s Cup Brand Identity
When concepting the brand identity for The World’s Cup, we wanted to ensure the democratic nature of the idea was also represented in the design system. Street Art, or what some might call graffiti, is not only incredibly popular in Brazil, but is also the world’s most democratic and accessible form of art.
We partnered with a talented street artist, Speto, to use his unique style to craft a beautiful and flexible system that could be used across all communications to further integrate it. It became a powerful visual representation of the campaign that not only appealed to our younger target audience,
but purposely avoided the clichés of Brazil (i.e. Samba, Carnival, Copacabana, toucans etc.) to instead share a far more interesting and unique piece of Brazilian culture with the world.
Powerful Storytelling Through Film
Film is a powerful medium unlike any other. It is multi-sensorial, with sight and sound at the very least, but even the addition of touch and even smell in 4D environments. Like any great movie, storytelling in film has the power to engage the heart, mind, and soul.
In brand communications, the most engaging films are true to brand strategy and its DNA, pivot from a truth the target audience relates to, and provide an authentic brand point-of-view on culture. The likes of Nike, Apple, and Coca-Cola are always the seminal reference points for brands who do this well.
The following films are those I’m most proud to have worked on and meet the aforementioned criteria. By design, I have selected some that are epic and cinematic in nature and are meant to strike a cultural chord, while others are more product centric and tell a more intrinsic story and done so in ways to appeal to specific audiences.
Coca-Cola “Videogame”
In the growing social discussion around the violence in video gaming, we wanted to turn the discussion on its head, sharing our belief that if you give a little love, it all comes back to you.
Coca-Cola “The Great Happification”
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Maker’s Mark “Margie”
Whiskey has always been a symbol of masculinity and success. Women have often been underrepresented or left out of the conversation entirely, even though there are many “women who whiskey.” Maker’s Mark, however, has a story like no other, as it had a female co-founder who created everything from its name, label, and the distinctive red wax that adorns the bottle. In today’s cultural context, a story of women in leadership roles, especially in whiskey, is more relevant than ever.
Coca-Cola “Jinx”
In the 2008 election year, tensions were high between the two parties, as always. With the help of two political personalities, Coca-Cola lighted the conversation and reminded people that we actually have more in common than we might think.
Coca-Cola “It’s Mine”
”It’s Mine” is a story of product desire – that even our favorite animated characters will do just about anything for a Coke. While Underdog and Stewie are embattled, in a fun twist, the guy who usually misses out ends up on top. The spot aired on the Superbowl and during the Macy’s Day Parade.
Coca-Cola “Heist”
Within the metaphor of this story, Coke tells the story of how characters that may often be at odds can work together for one common objective, resulting in shared rewards.