Vitamin Water
Growth Key: PERSONIFY.
Vitamin Water has a crush on Kelly—highly successful in connecting with the younger demo they wanted to attract.
Tappening
Growth Key: TAP A MOVEMENT.
Created a brand for tap water, sold out a year’s supply of Tappening bottles in the first 36 hours and educated consumers about the environmental cost of consuming bottled water.
Pfizer’s Detrol
Growth Key: Shift from Symptoms to Aspirations. Chosen for Pfizer’s first-ever foray into buzz and digital, creating the most efficient campaign in the history of the brand.Life beyond the bathroom.
Partnership for a Drug Free America
Growth Key: Earn a Role as the Nation’s Anti-Drug Abuse Leader. Mark DiMassimo has been on the board that directs all of PDFA (now ThePartnership@drugfree.org)’s anti-drug campaign for the past 15 years.
Plaza
Growth Key: Sell the Dream. For eight years built Plaza to the top of its class and kept it on top.
Offlining
Growth Key: Tap a Movement. Created a movement to encourage people to get offline and enjoy their leisure and families in a web-free way more often.
Nike
Growth Key: WIN EITHER WAY.
An effort to convince LeBron James to come to New York. Didn’t convince James, but we hear Carmelo Anthony saw the ads…
Memorial Sloan-Kettering Cancer Center
Growth Key: Activate emotion. Socialized the campaign building pride, participation and evangelism among self-directed cancer patients and influencers.
