In a pro bono effort to breathe new life into the movement behind the Equal Rights Amendment, we hosted a series of creative hackathons with designers, technologists, journalists, and writers, and created a living library of social assets. By engaging mainstream media outlets like Buzzfeed and Mashable, members of Congress like Pramila Jayapal, and influencers like Patricia Arquette, we got hundreds of millions of impressions, without a single dollar in paid media or production.
Somewhere along the line, bicycles became complicated. Speed and spandex overshadowed fun and prices skyrocketed. But bicycles shouldn't be expensive or intimidating, so we set out to bring the magic and lightheartedness of your childhood back to bicycling. Our mission at Brilliant Bicycle Co. was simple: create bikes for humans. And make finding a bike as easy as riding one.
Making an expensive rose champagne the bottle of choice in nightclubs for urban millennials required a different creative calculus than most traditional French luxury marketing. So we remixed Moet & Chandon's timelessly stylish heritage with the youthful audacity of standing for something different in a sea of sameness. Working with acclaimed director Sam Bayer and hip-hop legend Chuck English, we created a fantasy where pink bubbly pops with swagger.
Let's be honest -- who actually understands the difference between 3G and 4G, let alone what LTE means? Sure, it has something to do with wireless data and networks, but with the all the jargon-y noise around speeds-and-feeds out there, there's real confusion around how it actually benefits the user. To demonstrate the breakneck speed of AT&T's 4G LTE network in simple, entertaining terms, we created The League of Super Fast Things, a fictional cabal of the world's fastest things.
Convincing millennials to buy a $300 pair of headphones from Sony is no easy feat, but add reality television personality Simon Cowell into the mix and that's another kind of challenge altogether. To launch the X10 headphones, a collaboration between Simon and Sony's audio engineering team, we celebrated the listeners. We told the stories of the curators, like Simon, with a pathological love for music, and the visceral connection they have with anything that brings them closer to their music.
How do you get audiences to care about the quality of video capture on a second-tier smartphone? We turned to our old nemesis, FOMO. We created a series of blink-and-you'll-miss-them events, all captured by real HTC One X users, in this social and experiential campaign. Partnering with stars like Olympic swimmer Ryan Lochte and pro skater Paul Rodriguez, we invited their fans with HTC One X devices to these exclusive pop-up stunts, and asked them help us shoot the whole thing on their phones.