As every creative knows, the business of advertising often keeps beloved ideas churning into the ever-growing graveyard. I’ve come to accept this truth…but slightly bitter over their demise, I’ve decided to share a few here. I’m only human after all. Let’s get digging!

LEGO FRIENDS

LEGO Friends franchise tasked us with launching their new line of Friends characters in a global, earned first strategy anchored in human truth and authenticity. 

In contrast to the previous set that was viewed as “too perfect” and lacking true diversity, these new characters came with rich back stories that nodded to real challenges kids are facing today: perfectionism, ADHD, anxiety, self esteem, and navigating social connection after COVID. The mission was to help kids feel seen and others to be seen through exploring and expression emotion. 

Historically other toy brands pioneered representation in diversity and physical ableness, but we saw that LEGO had a chance to lead the charge in a different direction: emotional inclusivity. 

If you walk down any toy aisle, you’ll see that kids are surrounded by smiling faces, so how can we expect kids to feel ok about expressing a healthy range of emotions? To change that conversation, this limited edition release of Friends would be offered in LEGO Stores and sent to influencers and media.

Peacock Tv x the office superfan episodes

Peacock TV acquiring The Office was a huge win, but they also brought their own offering to the table: unseen, deleted scenes. Our task was to generate excitement and news around Peacock being the exclusive streaming platform for the beloved series, by way of the much-anticipated Season 5 Superfan launch.

SUPERFAN TAKE 1: OPERATION CAFE DISCO

Cafe disco was a beloved and hilarious storyline that tapped into a present day cultural moment when people were beginning to return to their offices but not wanting to return to the same experience. We pitched this concept as a stunt existing as a surprise makeover of office spaces OR installing our own cafe disco in a high traffic area for all employees to let loose on their lunch break.

SUPERFAN TAKE 2: REVIVAL OF MICHAEL SCOTT PAPER COMPANY