Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g. African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.
Stories to Inspire Change
A recent rash of gay teen suicides highlighted an urgent need for support in the LGBT community. So we created a campaign for PFLAG - Parents and Friends of Lesbians and Gays - that used innovative media to amplify the PFLAG message, increase their donated ad spend by over 1900%, and create a mobile-based support group like nothing seen before.
Brand: PFLAG Canada
Client: PFLAG Canada
"Away We Happened"
With the loss of the iPhone exclusivity and a highly competitive category, AT&T wanted to change brand perception among the influential "innovators," defined as Asian American Youth, in order to maintain and increase market share. We "rethought possible" by launching a crowd sourced, web series that by the end of the campaign, was trending toward a 50 point upswing in brand perception.
Agency: interTrend Communications
"Mala Suerte" Campaign
The commoditization of the insurance industry and increases in competitive media spend created a challenging business environment for Allstate. Wanting to leverage the success of the Mayhem campaign, but knowing that Allstate faced different problems in the Hispanic market, the Mala Suerte campaign was created. The campaign tapped into Hispanics' heightened sense of fatalism and introduced the Mala Suerte (Bad Luck) character that helped educate Hispanic consumers about insurance and the value of being well protected. This resulted in a significant increase in quotes and sales for Allstate.
Client: Allstate Insurance Company
Agency: Leo Burnett/Lapiz