Brief: The V Foundation was founded by Jim Valvano, the notorious head college basketball coach of NC State who won the National Championship in 1983. Until now, the brand has leveraged Jim in all their materials. His wins. His coaching career. His personality. His likeness.
But after 30 years, very few remember Jim Valvano. It was our task to shift the focus from Jim to their brand mission of Victory Over Cancer.
Solution: There has been many cancer breakthroughs in recent history. Yet the disease still kills more people than anything else. As a society, we are, at "Half-time" in the battle against cancer. So we chose a coach to rally the world who CAN find a cure, a researcher.
Creative Team:
CD/Art: David Onessimo
Copy: Steve Connelly
Production Partner: Public Record
Editorial: PS260 / Tyler Hurst
Brief: Give meaning to Titleist’s long standing “#1 Ball in Golf” brand positioning.
Solution: Being #1 is more than a number. It’s a mindset.
This campaign gives an authentic look into the competitive golfer’s soul. How they push themself to better. What they say to their caddy. And the rigorous self-scrutinizing they do to be the best they can be everyday. Even after becoming #1.
Creative Team:
ECD/Copy: John Petruney
ACD/Art: David Onessimo
ACD/Art: JC Chavez
AD: Brady Hall
Director: Joseph Hafera
Editorial: PS260 / Tyler Hurst
Music: Found Objects
Boston, a global leader in pride and inclusion welcomed back the beloved Pride Parade in 2023 after a 3 year hiatus.
This event brings unique individual styles together to support each other as one unified community.
We created the utterly exuberant Pride Parade “invitation” campaign to embrace and reflect the Boston community’s diverse history, culture, and identities and promote community engagement and inclusivity.
The tone is a joyful explosion of color, typography, pattern, and collage, much like the parade itself. We partnered with the talented pride activist, Kris Andrews Small to bring all this brightness, optimism and expressiveness to the page.
Creative Team: CD/Art: David Onessimo
Copy: Nick Bontaites
Featured in the NYC Poster Museum and Ads of the World
Brief: Launch the 2023 Pro v1 and Pro V1x reinforcing its leadership in the category.
Solution: When you make the best-performing golf balls in the world, your biggest competition is yourself. The Outperform campaign speaks to Titleist setting yet another new standard of performance and encouraging every golfer to outperform their best.
Results: The most successful launch in brand’s history.
Creative Team:
ECD/Copy: John Petruney
CD/Art: David Onessimo
ACD/Art: JC Chavez
AD: Brady Hall
Director: Joseph Hafera
Editorial: PS260 / Tyler Hurst
Music: Found Objects
Brief: Promote Bank of America as the official sponsor of MLB.
Solution: Celebrate the sport of baseball’s unique ability to bring together every American.
Results: After its premier during the All-Star game, this spot was beloved by baseball fans and club owners so much it was repurposed by individual club franchisees and ran in stadiums nationwide throughout the entire season.
Brief: Create a post-pandemic campaign to drive awareness and ticket sales to Boston’s local aquarium.
Solution: The aquarium is a visceral space that heightens the senses from the moment you walk in the door. ‘Light up your senses’ is a playful campaign that celebrates each and every human sense that is stimulated during a visit.
Creative Team:
ECD/Copy: Nick Bontaites
ACD/Art: David Onessimo
ACD/Copy: Clark Shepard
Director: Jarad Leeds
Editorial: PS260 / Tyler Hurst
Brief: B.Braun is a global leader in IV product production. The assignment was to launch their new Peripheral Advantage Program. This program uses education, data & analytics helping hospitals improve both the IV insertion success and patient experience overall.
Solution: Veins are hard to find. Inserting an IV is even harder. The fear of getting or giving a “Miss-stick” sparks fear onto nursing staff and patients alike. Peripheral Advantage enables hospital staff to see patients in a whole new way.
Creative Team:
ACD/Art: David Onessimo
Copy: Bob Minihan
Brief: Relaunch the Jimmy Fund to bring definition and relevance to this lost brand.
Solution: Jimmy is not just one young boy in 1948 but an entire community. Patients, event participants, donors, researchers and doctors, supporters, family members, etc. — in essence, "We're all Jimmy."
We interviewed Dana-Farber patients, researchers and Jimmy Fund event coordinators each identifying themselves as “Jimmy”. Then encouraged participation starting with celebrities Jimmy Kimmel, Roger Clemens, and others.
Results in first 6 months:
Brand awareness +58%
Unaided ad awareness +120%
Creative Team:
ACD/Art: David Onessimo
Copy: Bob Minihan
Director/Photographer: Heather Mcgrath
Editorial: Kelly Hansen
Brief: Create a differentiating platform to unify every hospital and specialty at Brigham in a market flooded with amazing medical care options.
Solution: Patients and clinicians share the same mission: A relentless pursuit of the best possible health and desire to be treated with respect and humanity. We created Where there’s a will to embody this human drive. A combination of confident intensity and friendliness resonated with potential patients and physicians alike.
Results:
From #20 to #13 in USNews Hospital Rankings
+10% Unaided Awareness
14K Appointment Requests
+15% Booked Appointment Conversion Rate
+37% Year-over-year Site Traffic
MM&M Awards - Gold
Brief: Globally launch the latest NB sneaker with no production or paid media budget.
Solution: Empower runners across the world to celebrate their unique local running community.
We casted from Antartica to Asia. Then, each got a pair and a GoPRO to capture where and why they run. Content surfaced on NB.com, social, pre-roll and a hub on NB.com. Others joined the movement with #Seemyrun.
Results: The most successful product launch in NB history. Participation from 85 cities, in all 7 continents (even Antarctica).
Brief: Build awareness of hospital malnutrition. The hidden plague in hospitals caused when patients are given default nutrition but worsen because personal circumstances are overlooked.
Solution: The icon of daily nutrition, the apple, presented in the most concerning way. First, we sourced a food sculptor to carve deadly skulls from real apples. Then, messages were etched in scratchboard showing the truth lies just below the surface.
Brief: Introduce the NY market to the Dunkin’ Commitment. A policy that promises your coffee will be exactly as ordered or they’ll replace it for free.
Solution: Send NY Giants duo Eli Manning and Odell Beckham Jr. to Camp Commitment. A new-age retreat run by Director Doug to help others discover the ancient art of commitment.
Brief: Elevate NB’s store page on Amazon.com leading up to the Walt Disney World Marathon.
Solution: Send Mickey on an Instagram cross-country run for 10 days beginning the moment he was discovered missing. Photos of his ultimate marathon drove contestants to Amazon to guess his nationwide location daily.
Results: The activation was deemed ‘a monumental success’ by the Amazon social team, delivering almost 250,000 new visitors into the Amazon program.
Brief: Launch the new thin crust from the deep dish captain UNOs during the summertime.
Solution: Tap into the beach bod mindset of summer and invite everyone to “Get thin with us”. But this is thin crust with a deep dish attitude. We developed a fun summer campaign with a bold iconic look.
Results: The most successful product launch in UNOs history.
Brief: Encourage donations to Feeding America during the flooded holiday season through the most hated bank corporation at the time, Bank of America. Goal: $500k of donations.
Solution: Give 1$, and BofA will give $2 generating triple the good. Facebook users could rack up $$ by playing a hunger trivia game, and a :30 spot, print, and in-branch materials drove more awareness.
Results: $1.5M in donations (3x the client’s goal) = 12 million meals to hungry people and BofA being named as a Halo award finalist.
Brief: Announce Webster Bank’s arrival to Boston anchored around their above and beyond customer service.
Solution: Don’t talk about service. Show it. A bank on wheels took to the streets of Boston spreading acts of good service across the city. Illustrated Boston skylines and a friendly tone of voice rounded out the campaign.
Results within the first 3 months:
250 million media impressions
5,600 new accounts
120MM in balances