Many children of immigrants experience what’s known as a “Lunchbox Moment,” where a home cooked meal from their culture is singled out or mocked by their peers. It’s a small moment that can have a big impact, stirring up feelings of anxiety, shame and alienation.
RITZ Canada partnered with professional athletes to create awareness and spark an honest, open dialogue with kids who’ve lived these moments firsthand.
The campaign struck a chord, bringing light to an issue many had experienced but few had ever talked about.
Press:
Le Journal de Quebec, Little Black Book, CBC, L’actualite Alimentaire, Daily Hive, Trend Hunter, Campaign
Professional tennis player Leylah Annie Fernandez talks with kids about their Lunchbox Moments and shares her own story.
NHL superstar Nazem Kadri spoke with kids in Calgary about his own Lunchbox Moment opening up a dialogue for kids to share their own stories.
In addition to the videos, we created a website where parents could learn more about the Lunchbox Moment, watch influencer-created videos, share recipes and learn how to speak to their child about food shaming.
Our research found that when most people think of farmers, they picture a man. Yet 30% of farmers in the US are women.
We worked with Nashville artist Maggie Rose and Grammy-winning songwriter Liz Rose to rewrite the classic song “Old MacDonald” into an empowering anthem celebrating the women who are rewriting farming.
We lauched the 90-second music video at the height of the “Me, too” movement, which resonated not only within the farming community but with women everywhere.
Recognition
PR Week Purpose Awards, Equity & Inclusion Shortlist, Drum Awards (2019 Grand Prix, Marketing Team of the Year, Cause Related & Consumer), Digiday Multi-Platform Campaign of the Year, One Show Shortlist
Press:
Just felt like we could use something to get us through the holidays.
Role: Writer
Recognition
Adweek“Best Holiday Cards 2021,” Best in Show: Design, Richmond Addys
We partnered with SNL star and body positivity advocate Aidy Bryant to show the 75% of women who wear a size 14 and above something they’d never seen represented in retail - themselves.
Press:
Vogue , WWD, Adweek, Adage, Good Morning AmericaE!
Recognition:
Gold Effie
One Show Short Lists (Fusion & Creative Use of Data)
Webbys - Fashion & Beauty People’s Voice Winner (series & campaign)
Cannes shortlist
Bronze Clio (Creative Effectiveness - Product/Service)
Gold Sabre (Consumer Marketing (existing product)
Every day, millions of people post pictures of their meals on Instagram completely unaware that one in four Americans are going to bed hungry. So to help raise awareness of food insecurity. we launched Delete to Feed. Instead of posting pictures of their meals, we asked people to delete them. For every virtual meal deleted, Land O’Lakes donated 11 real meals to Feeding America. In one month, the project generated 290 million media and PR impressions, sparking conversations in more than 70 countries. In addition, 320,000 meals were donated to help those in need.
Recognition
One Show, Merit
Press:
For year two of our “Call Your Shots” campaign, we partnered with the greatest player of all time. Nope, not him.
Recognition:
Cannes Shortlist Entertainment for Sports Excellence and Partnerships
Clio - Film Craft - Copywriting
Webby nominee Auto & Auto Services
Press:
CNBC,SB Nation,Muse by Clio,Uproxx,Clutch Points,Pop Sugar, Business Insider
1.8 billion earned media impressions.
68% increase in views on Amazon.
4X sales lift in just one hour.
It’s amazing what you can achieve with one perfectly timed social post.
Recognition:
3 Cannes Lions, 9 Clios, 2 One Show medals
In a world where the only profession less trusted than a car dealer is a politician, we set out to show that CarMax is a company that does everything the way it should be. (Oh, and we got to meet Fred Durst.)
Press: Adweek Richmond Times Dispatch
We’re always on the lookout for ways to break our brands into culture, so when we heard this year’s Met Gala theme was “Sleeping Beauties,” we knew we’d found our moment for Unisom Sleep Aid.
We partnered with world-renowned fashion designer Christian Siriano and 20 micro-influencer models to bring our idea to life.
The live stunt received 5.6 million views on Instagram and earned 243MM media impressions - from fashion publications to celebrity news - increasing brand awareness by 47% which led to 4X category growth.
All without even scoring an invite.
Press:
“The most beautiful work of art we never asked for.” - Goodreads
An editor at Workman Publishing in New York saw our TV spot with the Gecko crossing the Brooklyn Bridge and approached us to write a book about life from the perspective of a 6.9 inch British Gecko -- truly the most fun project ever. The book sold 40,000 copies worldwide and gave us a chance to explore the Gecko’s personality beyond a 15-second car insurance commercial.
Role: CD/contributing writer
Press: AdWeek
“Cinnamatic masterpiece.”
“This is the corner of the internet I’ve been looking for.”
“Whoever approved these is a demented f*ck.”
It’s not every day we recommend cannibalism to our brand new clients but in this case, it was the right thing for the business - I swear.
Our challenge was to age up Cinnamon Toast Crunch to be more relevant to our now older teen audience. So we took the brand’s equity of being “the cereal so delicious it eats itself” to a darker, dare we say, more sophisticated place, tapping into our teens’ love of true crime documentaries and podcasts.
TL;DR - It worked. Sales are up, social engagement is through the roof and we will never look at our kitchen countertops the same way again.
Press:
AdAge - Top 5 Creative Campaigns
AdAge - Creator and Influencer Trends
Recognition:
London International Awards, bronze
Sometimes the best way to show what a brand is, is to show what it isn’t. This opportunity came to us in a branded entertainment partnership with Warner Bros. Beetlejuice Beetlejuice.
We took CarMax’s tagline, “Car buying the way it should be,” and put a Tim Burton-esque twist on it. “BeetleMax. The way car buying shouldn’t be.”
Press
In our latest work for CarMax, “Shrinking” star Jessica Williams shows that you shouldn’t have to settle, at least when it comes to buying a car.
Press
How does the largest used car dealer in the US bring its 45K inventory to a city known for its lack of space? Honey, we shrunk the CarMax.
We built the world’s smallest functioning car lot right on the NYC High Line. Each scannable mini car took you to CarMax’s inventory of human-sized cars.
More than 23K New Yorkers attended the immersive two-day event, showing that tiny cars = big impact.
Our first work for Barely There pointed out (no pun intended) that it's also important to consider what a bra looks like with your clothes on. It was a revolutionary message for the category since most bra ads focused on how great you look with your clothes off. The campaign had the number one highest recall in fall fashion magazines.
Role: Writer
Press:
Recognition:
Gold Obie, Kelly Awards Finalist
We launched the "Journey Across America" campaign back in 2012 and it still holds the title of the longest-running Gecko Campaign. We worked with director Tom Hooper (who had just won an Oscar for "The King's Speech") on the first round and Traktor on later rounds. The campaign won "Best of Show" in the Richmond Addys, received a full page write up in the New York Times and even got the Gecko a book deal.
Role: Writer
Press: New York Times
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