Southwest Airlines has always put people first. They're fun, fair and honest. And they needed to get people to start thinking about fares differently–other airlines tack on sneaky fees and up charges so people end up paying a lot more. So, we made up a word: Transfarency.
And if we could sum up how everyone in advertising feels about Transfarency, may we refer to this tweet from Dirron.
Print Ad in USA Today
They put Transfarency everywhere. We are proud of those napkins.
Fees Don't Fly Day
Yeah Yeah Yeah
Whatever You Like
Upgrade to Awesome
They even updated their boilerplate with Transfarency.
We don't actually know what a boilerplate is, either, but we've been told by account leadership that this is a big deal.
Those Walgreens Beauty Videos
Women didn't think about Walgreens as a place to get beauty products. Mostly because we haven’t shown them we “get” it. So we created a series of digital web shorts and ads that did just this: Just a couple of besties named Kate & Heather dishing on beauty.
Our goal was for women to watch these vids, laugh and think “that is just like me and my friend!”
Based on the comments….GOAL ACHIEVED.
40 Million Engagements • 30,000 Shares • 99.7% Positive Comments
Kate & Heather Try Contouring
Kate & Heather Apply Themselves
Kate & Heather Recapture Their Youth
Kate & Heather Paint Their Nails
Kate & Heather Smell Something
Kate & Heather Go To Happy Hour
Kate & Heather
Kate & Heather Get Carded
Kate & Heather Smize Just Right
Kate & Heather on Bangs
Kate & Heather Make Evening Plans
Kate & Heather Compare and Share
Kate & Heather Make Decisions
Kate & Heather Get Mall Makeovers
Kate & Heather Defy Science
Kate & Heather Learn Something New
How do you rebrand a stiff, boring financial services company? Show the clients a slide like this and convince them to do the exact opposite with a new campaign. Easy peasy.
Fish Out of Water
The Ocean, Whoa
The Bathroom Bill
Small-minded reps in Texas kept pushing a different version of a Bathroom Bill spun around “bathroom safety” that was actually just thinly-veiled discrimination against transgender Texans. The last version of the bill put forth would require students to “use the public bathroom that matches the gender on their birth certificate.”
To show Texans just how ridiculous this bill was, we mocked up lifestyle products like birth certificate lunch boxes and backpacks. The products spread across Facebook; each linked to a site explaining the absurdity of the bill that let people find and email their reps with one click.
P.S. The dumb bill is dead.
Wanna Get Away?
The Noblest Lady
ACD Team: Rusty Broome & James Hoke
Wanna Get Away on Snapchat
Our clients had a lean budget, and demanded one :30 TV spot.
We felt a series of :15's would really get the brand voice across and give them more bang for their buck. We also shot print in a musty back room on-set. Their return on a modest investment? Sales are up 18% and we got to work with Ron Swanson.
We ended up with content coming out of our ears. We talked the client into letting us put everything up on a Tumblr page where we started #memewichs and discussed things like National Meat Day.
After 7 rounds of testing, several hundred scripts and an Excel spreadsheet of casting mandates known internally as "The Grid," this little campaign holds a special place in our hearts.
It also goes down in history as the first time we have presented a client with locations that don't look like a Pottery Barn explosion...and they approved them instead of telling us we're gross!
Radio | "Bobby"
Radio | "Loose"
We do. We also remember a time before emojis. Which is why, this one time, we shot an adorable little boy hugging an egg plant for Chef Boyardee and didn't think twice about it. Enjoy!