THE INSIGHT
Every year over 2,500,000 tons of pineapples are grown in the Philippines. But while the fruit is packaged to feed millions of people all over the world, the leaves are left behind. Rotting in landfills, creating methane emissions over 20 times more harmful than CO2.

THE WORK
Dole had a waste problem: pineapple leaves and Ananas Anam had a solution: Piñatex, a sustainable leather alternative made from discarded pineapple leaves. The two companies formed a partnership, and now pineapple leaves from Dole farms are used to create Piñatex — a sustainable vegan leather substitute made from the fiber of pineapple leaves that would otherwise go to waste.

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CANNES LIONS 2022: Grand Prix + Titanium shortlist + 02 Gold + 01 Silver + 02 Bronze | D&AD 2022: White Pencil + Yellow Pencil + Wood Pencil

THE INSIGHT
Search engines play a powerful role in shaping the opinions of society, impacting how we think and behave– 66% of Americans believe that “search engines are an unbiased source of information”. Although women have been transforming the world for centuries these achievements are often overlooked because they are not reflected in search results. Cultural stereotypes have taught search engines to become biased, impacting the present and future generation’s ability to fathom how far they can go.

THE WORK
It was time for the brand that stands for hair transformations to give people a tool that has the power to transform the world around them.

That’s why with Pantene we created S.H.E. – a browser extension that takes the bias out of search, presenting a more accurate representation. By using S.H.E. anyone can influence on search engines algorithms, giving women’s transformations the visibility they deserve, and allowing future generations to see what’s possible.

2019 Cannes Lions Shortlist Direct Digital
2019 Cannes Lions Shortlist Creative Data Storytelling
2019 Cannes Lions Shortlist PR Corporate Social Responsibility

Sandile Mkhize is from Johannesburg, South Africa. Four and a half years ago, he was paralyzed from the waist down in a motorcycle accident. He overcame his struggle to find purpose with the right support and mindset. Sandile wanted to share the following experience with the world to inspire all of us to move beyond barriers and live with determination.

2018 Bronze Cannes Lion in Film Craft

THE INSIGHT
In 2016 the mainstream media was overloaded with hate and discrimination against the LGBTQ community. So when Covergirl launched a new mascara that loved "all of your lashes equally," we found that existing tension could be an excellent catalyst for a new era of LGBTQ equality in the cosmetics industry. What we didn't know was how much of a spark we created.

THE WORK
The idea was simple. If this mascara treated every lash equally, big, petite, short, fat, long, or skinny, Covergirl, one of the cosmetic industry's most prominent brands in the world, would need give to make a statement just as bold. So they made space for love and acceptance and introduced the world's first-ever Coverboy, 17-year-old James Charles.

The campaign had such an impact that it changed the conversation in mainstream media from hate and discrimination to love and acceptance. It landed over 3.1 billion impressions, further partnerships, and content with James and the newest Covergirl, Zendaya. Still, most importantly, it paved the way for other companies to follow in their footsteps. One week later, Maybelline introduced its first male spokesman. And 5-6 years later, male and trans makeup artists like James Charles, Jeffrey Star, and Nikki Tutorials rule the cosmetic industry.

2017 Bronze Clio for Integrated Campaign
2017 Wood Pencil for Media - Use of PR
2017 Bronze One Show for PR - Brand Voice

THE INSIGHT
Food waste is three times the size of what is needed to feed the hungry worldwide. It's a mindfuck to think about that because we all do. An estimated 1.4 billion tons of food is wasted each year, with 40 million tons coming from the U.S., more than any other country. We identified one of the worst food waste offenders to highlight this problem—New York City.

THE WORK
Enter DOLE Malnutrition Facts: Designed to look like food nutrition labels, Malnutrition Facts share stark facts about food waste and hunger in New York City's neighborhoods. We launched our unconventional OOH campaign across dumpsters, trash cans, garbage bags, and garbage trucks to show how close this issue is to home.

With the awareness role of "Malnutrition Facts" and the partnership DOLE's Sunshine company promise, we were able to rescue and deliver 280,000 lbs of fresh food and distribute it through City Harvest.

D&AD 2022 1x Yellow + 1x Graphite + 1x Wood | HEALTH CLIOS 1x Grand Health Clio + 2x Gold + 4x Silver + 2x Bronze | ANDY’S 1x Gold | LIA 1x Silver + 1x Bronze | CAMPAIGN US Power of Purpose Awards x2

Featured By:
Campaign
Adage
Adweek
Muse by Clio
Adlatina
LBB Online
Contagious
Best Ads

OUR OPPORTUNITY
The WNBA asked us to help shift the perceptions of the league from heavy to joyful in response to the league being perceived as "less than" other sporting leagues. We don't feed into beef but don't shy away from conflict. It was time to acknowledge and respond to the sea of misinformation by letting our game do the talking and to surprise future W fans by showing them how entertaining the WNBA is.

OUR INSIGHT
The WNBA has all the elements the sports fans watch games for, yet they have a one-dimensional perception of the W.

THE WORK
The MORE THAN GAME campaign was born, showcasing the players' tenacity, playfulness, fun, and sisterhood. But the representation of one game wasn't enough, so we brought the multi-dimensionality of the entire WNBA, all 144 players, all 12 teams, all to the court all at once.

With A'ja Wilson, last year's MVP as our hero throughout the film and Coi Lery as our narrator, we watch how these girls are players too, as different layers of WNBA players' personalities, skills, and best on-court moments build around her in a metaverse universe. A swift dive for a loose ball. A high-tension shot over three defenders. A perfectly timed dance moves to celebrate a big play where one thing after the other happens in magical unison, all on the same court.

As these moments build on top of one another, the repetitive energy will reinforce the epic gameplay of the WNBA, serving as a metaphor for the multi-dimensionality of the players while capturing the momentum and the type of game people can expect to see.

THE INSIGHT
In 2021 64% of menstruators have had trouble affording period products. So absurd. If people want to act like we’re living in a period piece, let’s do it.

THE WORK
We partnered with PERIOD—a youth-fueled menstrual equity nonprofit and launched #PeriodPiecePSA. We used the popular period drama genre as inspo for parody videos—satirical commentaries on the state of period poverty in the 21st-century— to drive donations.

We grounded the idea in the 17th–19th centuries for consistency. We worked with actors, directors and influencers to launch the campaign. We used their Period Piece PSAs to drive donations and participation, and we used them as examples for others. We wanted anyone to be able to make their own #PeriodPiecePSA, so we built a toolkit for them to help spread the word and generate more much-needed funds. This also began as a no-budget, $0 project; we had to get crafty with it.

Results:
More than Doubled State of the Period Fundraising from last year = $265k
28M+ Total Impressions
4x Increase in followers on TikTok
63,722% increase in views on TikTok

Featured by:
Adweek
AdAge — Editor’s Pick
The Drum
Shoot Online
Shots

THE INSIGHT
Online shopping has never been bigger. And yet, it is disorganized, disjointed, and hard to navigate. Shop with Google is the only destination you need to find everything you’re looking for online — with endless possibilities that just might surprise you.

THE WORK
Imagine a tiny little shop customized for you. When you swing open the door, it’s filled with every item, from every store, and available to you any way you want to shop in the world. But it’s not just a shop. It’s the power of the GOOGLE search engine once you type "shop" into the search bar. And the blinking cursor will take you there is your guide to endless possibilities organized perfectly just for you.

For OOH we took data from the most shopped items of the season and featured them in a simple query structure to help educate people on the new behavior of using the prefix “shop” as a catalyst for endless possibilities. People learned through simple visuals they could shop everything with GOOGLE from 400+ Print & Digital OOH placements nationwide.

We brought the magic of the platform to the epicenter of New York. We partnered with 7 nearby retailers to spotlight different products that people could shop “nearby” right before the holidays and the two billboards interacted with one another. When you Shop with Google you can find it nearby.

THE INSIGHT
Youtube was one of the first platforms to introduce pre-roll video ads that automatically play before a video, but the ad industry all agreed—what is the point of these :06s ads? Most complained that they were getting locked into smaller and smaller spaces and wondered if these short films worked. From YouTube's data and behavioral shifts in how people consume content, YouTube believed that they could work and wanted help showcasing some best-in-class examples to the industry to show just how.

THE WORK
So in partnership with Google & YouTube, we helped launch the best fairytale stories retold in :06s. The "Me Too" movement that was exploding in mainstream media, so we selected the story of Little Red Riding Hood, a tale long overdue for a new moral, and reversed the roles of predator and prey. The Feast of the Wolf series of :06s films and a :30 short launched and was the feature example of best-in-class short form storytelling at YouTube's installations at Sundance, SXSW, and The Cannes Lions Festival of Creativity.

Featured by:
CampaignUS
Adweek : SXSW
Adweek: Sundance
Engadget
TubeFilter
VentureBeat

THE INSIGHT
Since Fitbit's introduction to the world, it had helped create an incredible impact worldwide. For ten years, Fitbit had helped individuals transform their lives through fitness and self-awareness, using FitBit as a catalyst in their fitness journeys and its community as their always-on coach. Fitbit wanted to celebrate its users in a big way and launch a global campaign that highlighted Fitbit's role.

THE WORK
We discovered early in our search that everyone used the beloved wearable differently. So we launch the global campaign FIND YOUR REASON featuring the incredible stories of five Fitbit users from different markets and cultures and their unique approaches to the Fitbit platform and community. We tapped documentary director and Emmy winner Floyd Russ to bring these remarkable stories to life, honor their fights in their health and wellness journeys, and highlight Fitbit's role.

Kaiwiola C., Hawaii
Managed his health through his sleep, so he could be there for others.

Rachel W., New Zealand
Healed her body to reverse diabetes and get pregnant.

Sandile M., South Africa
Overcame his disability to find his purpose.

Kiyoshi M., Japan
Overcame debilitating anxiety and stage fright.

Linnea F., Sweden
Found focus and balance through training for the Swedish Classic.

OUR INSIGHT
When people think of Boca Raton, they think of retired life. But who doesn’t want to retire just a little?

THE WORK
We've all dreamt of the day we no longer have to work.

We've imagined the bliss of forgetting the day of the week, indulging in an early bird special, and shedding the layers of cosplaying a normal human to live in the real fabric of our lives: linen.

At The Boca Raton, social security is securing a pickleball court and a reservation at one of the many fabulous restaurants for dinner.

Borrowing from the style of vintage tourism videos and how-to instructional videos from the 50s and 60s, we’ll reclaim the stereotypes surrounding Boca Raton by juxtaposing sound advice for retirees against stunning, unexpectedly cheeky scenes from the resort.

Why wait to enjoy a life of leisure?

THE INSIGHT
We all use Downy for softness, but its product line does much more. It keeps clothes fresher for longer, helps prevent stretching, and helps keep other odors from seeping in.

THE WORK
To help people understand that your laundry is never fully washed when you leave out Downy, we launched the "Half-Washed" campaign in the fall of 2017. It began a massive brand refresh for Downy, moving the brand's tone towards humor with self-awareness, and was one of the longest-aired campaigns the brand kept refreshing for many seasons.

THE INSIGHT
In 2018, when Leon Bridges' launched his deeply funky "Good Thing" album, it captured a feeling from a bygone era and reminded us the power of music lies in moments. But in this modern age, we rarely have an opportunity to experience music as intended, with all of our five senses and our full focus.

THE WORK
So we created THE GOOD THINGS BOX to launch alongside Leon's album. Smells, textures, tastes, and a look and feel that brings you in, we deliver a multi-sensory listening experience.

Welcome to the smoky, low lighting of the bedroom in Shy. Sit down and drink in Mrs. The music is so good you can see her come to life as Leon sings. Move to the funk and flavor of Bad Bad News as you smell tobacco and leather.

THE INSIGHT
If there is one thing that Star Wars fans have got down besides waiting in line for new releases, it’s dressing up in their favorite characters. In the latest trilogy of Star Wars, there was a big emphasis on feminine strength as we follow female protagonist Rei 30 years beyond the last film. So to make a big impact to honor their fans and introduce these new characters, Disney and Star Wars launched a limited collection of the dopest makeup in the galaxy. We tapped into the insight that inside all of us there is a dark side and a light.

THE WORK
To play up that strength we cast three models to wear two different looks, one light, and one dark all created by famous makeup artist Pat McGrath.

We launched with an epic film directed by Tim Richardson, filled with 3D photography and holograms. We cast Janelle Monae, one of our Covergirls, and a huge Star Wars fan to help promote the campaign. We created an immersive website with interactive how-to videos showing the dark and the light inside us all. We created an additional 10 limited edition Star Wars’ quoted mascaras that battled in an epic light saber-inspired fight. For OOH, we created motion sensored kiosk experiences so fans could use the force to shop nationwide. And the ultimate goal of any Covergirl was reached — our Stars Wars looks touched the pages of Vogue.

So are you the Dark Side or the Light?http://covergirlstarwars.tumblr.com