stand outs
first responder Discount
In early 2020 when Covid impacted the world, GM reached out to their ad agency roster and asked for ideas to help the country in its time of need. Having worked on the GM Discount Program in a previous role I was aware of GM’s First Responder Discount. I proposed to offer health care workers this discount as they were now fulfilling this role and putting themselves at great risk to save others. GM immediately jumped on the idea and the discount was communicated out across all of their brand channels. The discount is still extended to eligible healthcare workers to this day.
one pride ~ Detroit Lions
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The Detroit Lions were looking for a unifying tagline that would rally their fan base. I proposed "One Pride" and the rational for why it would resonate with Detroit's loyal pride (myself included). It was implemented as a simple hashtag and now is featured throughout all their marketing materials and merchandising.
Numbers mean everything in the game of football. It’s a game of inches. Wins or loss determined by points. A 53 man roster. 70,000 home game fans, 11 men on the field during play. Gains gotten in yards. The ball is hiked to a count. Possessions determined with the toss of 50 cents. You get 4 tries at the zone. You play for 60 minutes. You get three timeouts in two halves. Players are identified with a number, not by name. There is 1 team. 1 goal. To be #1.
GTO
Pontiac was bringing back the popular GTO muscle car and wanted a catalog that showcased the prowess of this historic nameplate. The cover featured stamped metal and real rivets. The content was peppered with gritty images, manhole covers, burn out tire tracks and lots of juicy engine shots. This printed piece received a coveted Cannes Gold Lion.
