campaign concept development, art direction & branding
3 Musketeers Mint
When legendary candymaker Mars sought to steal share from York Peppermint Patty, the idea was to create iconography that lived beyond mere bite and smile. Both :30 TVCs “Fairytale” and “Perfect Match” drove sales and outpaced the company’s ability to keep the product stocked, contributing to a brand share increase of .3 points in 2007. The commercials were taken off the air in advance of the 12-week media buy as demand outstripped supply of the product. This was solely attributed to the work created by the agency. As a result, UniWorld was named Mars Agency of the Year in 2008.
3 Musketeers Fairytale
3 Musketeers Perfect Match
Johnson's Body Care
For the launch of the Johnson’s adult line extension, both new and traditional media were utilized with a strong social overlay. Tactics included: display, YouTube interstitials, print, television, outdoor and original content for all social media channels. Grand Prize for the hashtag video contest was an all-expense paid trip to a dream* 24-hour city (*New York, London, Paris or Tokyo) Key Social Influencers were selected to contribute their 24-hour story to the campaign.
Johnson's Skin Care
Celebrity mom Holly Robinson Peete and the importance of a beautiful healthy smile was the simple yet true-to-life focus of this Matthew Rolston directed commercial.
Group Creative Director: Lynn Pitts ACD/Art Direction: Sharon Pandolfo ACD/Copywriter: Denise Byrd Director: Matthew Rolston
The importance of personal style and that empowering feeling of doing it yourself resonated strongly with all women, resulting in a 50/50 crossover media buy with the general market and a significant lift in sales during the run of the campaign.
Colgate Max Fresh
Illustrations proved to be the ideal way to speak to teen boys about the importance of fresh breath and white teeth when approaching the opposite sex.
The series of "guides" humorously detail the importance of an amazing smile to land that first kiss while promoting the brand's benefits.
Group Creative Director: Lynn Pitts ACD/Art Direction: Sharon Pandolfo Pérez ACD/Copywriter: Daniel Macena Illustrator: James Dignan
In African American women, hormone-receptor positive breast cancer often assumes a more virulent and aggressive form. The model shot for the campaign was an actual breast cancer sufferer and used the medication at one point. Research revealed that effective communication to this target would necessarily include direct and unequivocal messaging around core spirituality and inner strength. During the run of the print campaign, the number of scripts written increased dramatically.
award: 2008 Silver pHAME AWARD for Best Multicultural Print