Seize the Night & Day
Have you ever looked at Jennifer Aniston and wondered “how does she sleep at night?” You might think she sleeps very well as one of the highest paid actors in Hollywood with all the latest sleep technology us mere mortals couldn’t dream of, right? Wrong. Our friend Jen struggles with sleep. And she’s not alone. So many women are dealing with insomnia. (Yes, unfortunately, women are more likely to suffer from sleep struggles than men.) But here’s the thing, the world of insomnia is pretty depressing. That’s why to launch our campaign for a new sleep treatment by Idorsia, we sought to bring a little light-heartedness to the category and bring to life the mental gymnastics that often happen when you can’t sleep. With a full female creative squad, and directed by Taika Waititi, here’s the first installment of our campaign encouraging women to wake up and Seize the Night & Day.
Released: January 2022
Destruction comes to town in the hotly anticipated movie, Spider-Man: No Way Home. Fans got to read all about it in a real-life Daily Bugle, created by Liberty Mutual – the insurance company that protects what villains destroy. The limited edition newspaper, part of a larger brand partnership between Liberty Mutual and Sony Pictures, was filled with salacious Peter Parker articles, stories about villain-related property damage, and contextual Liberty Mutual ads offering car & home insurance for when villains strike. It also included a tip line for Spider-Man sightings and any destruction people had witnessed him cause. Spidey fans lined up for hours to get their hands on one of just 5,000 copies from a pop-up newsstand in the Upper East Side. In only 48 hours, we received over 14,000 tips. Even more impressively, endless listings started to appear on eBay, with our papers fetching over $200 a pop.
Released: December 2021
You can’t replace wildlife once it’s gone.
That’s the serious conservation message in our playful new work for the San Diego Zoo Wildlife Alliance. In the fully integrated campaign across TV, print and outdoor, a cast of costume-clad sheep try to pass as endangered animals. Why? To demonstrate that earth’s biodiversity is irreplaceable. “So many wildlife organizations use doom and gloom to shock viewers into action,” said Goodby Silverstein & Partners co-chairman Jeff Goodby. “We didn’t want to come from a dark place. Instead, we wanted to delight viewers to inspire them to help the SDZWA with their important mission.”
While TV and Out-Of-Home star the sheepish imposters, one radio spot offers up the famous lyrics of “The Lion Sleeps Tonight” sans Lion, while the other puts a twist on nature-doco narration and offers up a world where sheep are the only animals left.
Released: November 2021
No one can deliver your mom’s homemade short ribs.
That’s why Instacart just helps deliver the ingredients. Our new campaign for Instacart, “How Homemade is Made,” invites people to share love through food and celebrate the moments that only happen at home. “Your Mom’s Homemade Short Ribs” is a film, directed by award-winning director Ian Pons Jewell, that imagines a hypothetical world where “your mom’s homemade short ribs'' become famous overnight and are commercially produced for the masses. Sadly, by that point, they no longer look or taste like your mom’s short ribs. The film is accompanied by OOH, social and digital executions that all reinforce that the magic of a home cooked meal is made possible by Instacart.
“We developed the ‘How Homemade is Made’ campaign to highlight how the traditional concepts of food, family and shared meals that we know consumers crave can not only live alongside modern technology, but actually be fueled by it,” said Rich Silverstein, co-founder and co-chairman of GS&P.
Released: November 2021