Pick Up My Donation.com

Pick Up My Donation

Challenge

Raise awareness of Pickupmydonation.com and convince people to donate unwanted items.

Insight

You might not love it, but someone else will.

Solution

We created a very low cost digital & radio campaign with a compelling, humorous and disruptive message to incentivize people to put their unwanted gifts to good use, and help make others happy by donating them.

NFL

NFL - "Play 60"

Challenge

Hispanic kids are increasingly less physically active, instead spending more time on their phones and with video games.

Insight

Playing sports and activities outdoors is integral kids’ development. It helps them stay healthy today, and sets them up for a great future tomorrow.

Solution

Feature the real life story of one of the most renowned current Hispanic players of the League, Victor Cruz, and how his dreams to become one of the greats began when he was a kid playing in the park with friends.

LifeBeat

Lifebeat - "Test For Tickets"

Challenge

With almost 30% of all new HIV/AIDS cases in New York City from youth, slowing it’s spread among this group is crucial and getting tested is the critical first step.

Insight

Today’s youth doesn’t have fear of HIV, but they do have fear of missing out (FOMO).

Solution

Create an unmissable music event where the only way to get a ticket is to take a simple HIV test.

P&G

P&G - "Fan Trainer"

Challenge

P&G’s Latin America’s challenge in the region was low master brand awareness. Although P&G is the world’s largest CPG company, the majority of their brand recognition among consumers is tied to their specific products like Gillette, Oral-B and Head & Shoulders to name a few, but not to their corporate brand and name.

Insight

Just as players have to prepare for the World Cup, fans also go through their own rituals to get ready to cheer their teams on.

Solution

In order to accomplish this master brand awareness in a relevant way, we created a campaign associated to the most highly anticipated, engaging and viewed event in Latin America and the world- the 2014 FIFA World Cup. But rather than focusing on the celebrity players just like every other brand, we decided to focus on the fans and gave them their very own trainer, the P&G Fan Trainer. Personified by one of LA’s most famous current actors, Eugenio Derbez, our campaign featured a series of humorous spots showing how he trains fans to be more than ready for the games through the superiority of P&G’s products.

Ximo

The Appstrip by Ximo

Challenge

Introduce people to the up and coming comic artist, Ximo Abadía and drive sales to his new book, “Clonk”.

Insight

Since the migration from newspapers to digital news, most newspapers, magazines and comics haven’t been able to adapt to new media.  Because of this, over recent years, comic art has been in sharp decline.

Solution

To get Ximo Abadía noticed and bring comics back into people’s daily lives, we gave a digital twist to the classic four-paneled comic strip to adapt it to pop culture and digital media. We created The Appstrip By Ximo, a totally new mobile experience that uses the app icons themselves as media vehicles.

LifeBeat

LifeBeat - "PlayLust"

Challenge

Every month there are 1000 new HIV cases among 13 to 24 year-­‐olds in the United States. And the majority of those infected (60%) are not aware they carry the virus. LifeBeat, a non-­‐profit organization that fights AIDS through the power of music, wanted to encourage them to use condoms. But it wasn’t going to be easy: this audience doesn’t like to be told what to do, and they are tired of ads that constantly preach to them.

Insight

In order to create a memorable experience connecting listening to music and sex, we approached our target with a truth they know very well: when you’re in the middle of “it,” being interrupted is the WORST.

Solution

We created Playlust, a non-­‐advertising way to spread the message of HIV prevention among Millennials. We gave away condoms with a printed code to access different ad-­‐free Spotify playlists. 100% of the codes were redeemed. And although we can’t know for sure what they did with the condoms, at least we know that those who redeemed the code had them handy.

Havana Film Festival of New York

Havana Film Festival of New York- "Office" & "Beauty Parlor"

Challenge

In a city full of entertaining options, we needed to convince Millennials who already like independent cinema (the least persuadable New Yorkers) to go to a film festival that they probably had never heard about before. And even if they had, Havana Film Festival was “one more festival.”

Insight

Our target is searching for authenticity in life and in films.  They want things that feel real and not like they’ve been passed through the “Hollywood” filter.  Why?  Because there’s something about those films that pushes them out of their comfort zone and makes them feel.  And for them, that’s a good thing.

Solution

We showed film-goers that those are the kind of films that Havana Film Festival shows: those with a strong personality and a strong character. They are films with integrity. In fact, they might capture you so much that you can’t leave their stories behind.

Law Offices of EG

Law Offices of EG - "Removal Happens"

Challenge

Most digital platforms are getting saturated by brands trying to force users to be exposed to their advertising. We all know the odious Youtube pre-roll videos and overlay ads.

The challenge for  brands is to stop imposing ads and find creative ways to offer experiences to consumers.That’s what Wing envisioned when ideating for Law Offices of Esteban Gergely, which was looking for a campaign to gain highly profitable Divorce cases, but had little money to spend on traditional media.

Insight

Anyone who uploads a video onto Youtube (brands/companies or the public) has an end goal for communicating something. Every Youtube video has a meaning and they also tell a story.

We understand that the removal of a video from Youtube also means something. A “removed video” can tell a story as well. So, that’s what we did.

Solution

We managed to tell a story in a way that no one has before, playing with the media and taking advantage of the current features of the platform.

With over 100,000 views within the first 24-hours and countless phone-calls made to this Rockland attorney’s office, it was a new use of the media that will spark conversation for the Law Offices of Esteban Gergely and the way their campaign stands out in the realm of law-firm advertisement.

An unprecedented use of Youtube. For $0 and with just 10 seconds of video; well, of no video.

 

 

 

Red Hot

Red Hot - "Spreading the Word, not the Disease"

Challenge

60% of US youth with HIV don’t know they are HIV positive, so we desperately needed to put HIV back in the consciousness and conversation of Millennials.

Insight

HIV isn’t something Millennials grew up fearing, so traditional HIV advertising delivered through traditional mediums wasn’t likely to make them pay attention.

Solution

Reach Millennials where they hang out, in a channel they’re connected to 24/7, with a message that will make them stop and think twice before having unprotected sex

The Weather Channel

The Weather Channel - Showers with a Chance of Weather Alert Subscriptions

Challenge

Increase visits to the Weather Channel, both on-air and online

Insight

There’s nothing worse than forgetting to check the weather forecast and getting caught in the weather unprepared.  And when it comes to weather, there’s nothing worse than being caught in the rain.

Solution

Use the very item protecting people from the weather as a media vehicle to remind people why it’s important to visit the Weather Channel every day

DIRECTV

DirecTV - "Track" & "Swim"

Challenge

Facing stiff competition from cable providers who offered lower prices, DirecTV needed to remind subscribers why the picture quality, access, and expert commentating were worth paying more for.

Insight

We all feel a sense of pride for our country during the Olympics. We even watch sports we’d never otherwise follow, just to have a chance to cheer on our country’s athletes. And while most of us can’t attend the games in person, we want to feel like we’re there, cheering our athletes to a victory.

Solution

We showed consumers how DirecTV allowed them to not only watch the games, but truly live the games as if they were there.

The Partnership at Drugfree.org

The Partnership at Drugfree.org - "Sheep"

Challenge

Motivate parents to take an active role in preventing drug use among their kids.

Insight

Parents think that as long as their kids aren’t hanging out with the wrong crowd (or, better said, people who LOOK like the wrong crowd), they’re safe from drugs.

Solution

Show parents that danger doesn’t always look like danger.

Pantene LATAM
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Pantene (Latin America) - "Bad Hair Day"

Challenge

A bad hair day can destroy your day, a good hair day, on the other hand… can help save it.

Insight

Hair so healthy it can outlast even the toughest tests.

Solution

We decided to take the toughest test idea to the extreme. Based on the retro films like The Perils of Pauline and later Hitchcock movies, we created a series of over the top situation where Pantene’s hair remained shiny and beautiful no matter what, giving our heroines… a certain peace of mind.

Downy

Downy - "Lavadero"

NFL

NFL - "Juntos Hacemos la NFL"

Challenge

Our objective was to increase Hispanic viewership of the NFL

Insight

The NFL feels like a very “American” sport and due to a lack of experience and knowledge of the game, Hispanics don’t feel like the NFL is for them.

Solution

Highlight the stories of Hispanic fans and players who are an essential part of the NFL fabric that makes us all feel like part of the same team.

Downy

Downy - "Latinos Imparables Tour"

Challenge

Bring Downy Unstopables brand to life for Latinas and prove that the freshness of Unstopables really can last for up to 12 weeks.

Insight

Latinas are unstoppable, relentless women who, no matter how tough things are, keep their spirits up and their energy high. They are a physical manifestation of Downy Unstopables.

Solution

Leverage up and coming Latino artists who embody the “unstoppable” spirit of Latinos to put Downy Unstopables in the spotlight and put it to the ultimate test via a real-life torture-test to prove its long-lasting benefit.