Super Bowl of Marketing

Client:
Adobe
  • Is anybody really watching your multimillion dollar Super Bowl commercial?

    That's the question we asked brands during the Big Game to promote Adobe Marketing Cloud services. 

    Marketers are desperate to know if their campaigns are working and what to do next. With 111 million viewers and a $4 million entry fee for each spot, there’s no larger stage on which to showcase how marketers need to think differently about marketing than the Super Bowl.

    Utilizing new viewing behavior around the Super Bowl, we created a video and distributed it everywhere but on TV. The “Quiet” video played out the myth of Super Bowl engagement and dramatized the fact that people are often not watching the commercials.

    We targeted the Twitter war rooms of brands that were already active with game-day campaigns and sent them baskets of goodies to keep them fueled. During the game we created a war room to target other war rooms and tweeted about the work of everyone in real time.

    We partnered with USA Today and, next to the ad-meter results, showcased thought-leadership pieces and buzz tracking to supplement the antiquated tool.

    The “Quiet” video had 9,000 social shares and 8.6 million video completions. Engagement with the Adobe Marketing Cloud Twitter handle increased 52 times, and there were over 2,500 mentions on social media during the game. 

    The industry made note both before and after the campaign with 144 articles that mentioned our work, including Advertising AgeAdweek and the Wall Street Journal.

    Released: February 2014

    Tags:
    Adobe, Social

#IAmAWitness

Client:
AdCouncil
  • I Am A Witness

    I Am A Witness

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    If a witness speaks up when they see bullying, 60 percent of the time that bullying stops within 10 seconds. So we created a tool to stop bullying: an emoji. 

    The emoji, which is now on every iPhone and Android phone, is a way of combating not just bullying but also any apprehensiveness about stepping in that witnesses may be feeling. A symbol can be a universal message: “I don’t stand for this.” And it can be accessed with the touch of a finger.

    Released: October 2015

    Tags:
    San Francisco, AdCouncil, Print, Integrated, Mobile, Social, Design
  • Manifesto

    Manifesto

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    If a witness speaks up when they see bullying, 60 percent of the time that bullying stops within 10 seconds. So we created a tool to stop bullying: an emoji. 

    The emoji, which is now on every iPhone and Android phone, is a way of combating not just bullying but also any apprehensiveness about stepping in that witnesses may be feeling. A symbol can be a universal message: “I don’t stand for this.” And it can be accessed with the touch of a finger.

    Released: October 2015

    Tags:
    San Francisco, AdCouncil, Print, Integrated, Mobile, Social, Design

Food Loves Milk

Client:
California Milk Processors Board
  • “Sweet Loves Milk”

    “Sweet Loves Milk”

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    It’s hard for milk to compete with crazy fizzy sodas and neon-colored sports drinks. 

    That is, until you get out a plate of cookies. Who could have a warm chocolate chip cookie without milk? Savages, that’s who. 

    We needed to remind people that milk makes everything taste better. 

    Our campaign celebrated different flavor profiles through loud, beautiful pieces of food porn. We pleased ears, too, with a never-licensed-before track from Flight of the Conchords

    And yes, everyone involved in the making of this campaign put on a lot of weight.

    Released: September 2015

    Tags:
    San Francisco, California Milk Processors Board, Interactive, Film, Print, Integrated, Outdoor, Experiential, Social
  • "Spicy Loves Milk"

    "Spicy Loves Milk"

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    It’s hard for milk to compete with crazy fizzy sodas and neon-colored sports drinks. 

    That is, until you get out a plate of cookies. Who could have a warm chocolate chip cookie without milk? Savages, that’s who. 

    We needed to remind people that milk makes everything taste better. 

    Our campaign celebrated different flavor profiles through loud, beautiful pieces of food porn. We pleased ears, too, with a never-licensed-before track from Flight of the Conchords

    And yes, everyone involved in the making of this campaign put on a lot of weight.

    Released: September 2015

    Tags:
    San Francisco, California Milk Processors Board, Interactive, Film, Print, Integrated, Outdoor, Experiential, Social

Interactive Multi-Screen Music Video #Overhere

Client:
Doritos
  • Doritos Interactive Music Video

    Introducing the world’s first music video based on the best ever party rule: the more the merrier.

    GS&P partnered with chart-topping American hip-hop duo Rae Sremmurd to release their new single “Over Here” with an interactive music video like no other.

    The more phones you link together, the more you see, and the bigger, cooler and bolder the music video becomes. All you have to do is visit overhere.tv and invite your friends to join you. Soon you’ll unlock secret videos unavailable anywhere else, from real-time commentaries to even an old school  8-bit representation.

    It’s a DIY music video that certainly doesn’t feel like work.

     

    Released: March 2016

    Tags:
    San Francisco, Doritos, Mobile, Social