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Visit the site and help get a kid off the streets of West Chicago today.
Agency: EuroRSCG Chicago
Role: ACD
Date: 9/2009
During this same period, we (Euro RSCG Chicago) were brainstorming on how to promote Kraft's new Ranch Salad Dressing, which was to launch in late Feb '09 after the Super Bowl but before March Madness. We had put together a proposal of several different integrated programs that would help Kraft promote their new dressing, which according to taste results, was their best ranch ever. The night before we shared our proposal with the client we added on more idea at the last minute... that somehow Kraft was responsible for the chicken wing shortage.
Within moments of receiving the proposal the client had us start work on an official press release which claimed due to extenuating circumstances Kraft may have contributed to the shortage of chicken wings. The timeliness of the press release and the up coming Super Bowl only 4 days away, creative options were at a minimum. The only way to go was to go viral. The medium, YouTube.
With no time and a limited budget we hit the ground running. On the first day, together with Foundation, we sent film crews all over Chicago to get faux interviews and b-roll while another team did casting and set design. On the second day, we filmed the studio shots, edited all the footage, added graphics and in the early morning of Jan 31, 2009 we posted the clip to YouTube.
Once it was all said and done the video had about 300,000 hits on YouTube. Traffic came from blogs, Facebook postings and users looking for actual news stories about the wing shortage. More importantly, the client allowed us to move quickly and take advantage of a real news story and turn it to our advantage...and sell more ranch.
A short, fun and engaging game that relates to Planter's participation in the NASCAR "Race to Win" promotion and also an extension of the Manstincts/Instinctively Good theme.
Users choose one of three customized minivans and race (at a safe speed) around a neighborhood cul-de-sac. Mailboxes, trees and fire hydrants are all fair game in this race for neighborhood (and Manstincts) bragging rights.
Agency: Razorfish (Chicago)
Role: Senior Art Director
Date: 3/2008
Launched to coincide with Super Bowl XLII, the Planters Manstincts was a site devoted to the research of man's instinctual desire for Planter's nuts. Dennis and Carl Carr treated users to plenty of videos, case studies, quizzes and games to test their manstincts.Agency: Razorfish (Chicago)
Role: Senior Art Director
Date: 2/2008
