Pioneer Credit Union wanted to position head-to-head against impersonal banks. We leaned into their pioneering positioning by trailblazing the way to a better way to bank.
Flying Pie is a Boise pizzeria with an edgy vibe and tongue-in-cheek attitude. Diluted over time, the brand was in need of a fresh take. By throwing back to the OG tone and look with an updated attitude, we served it up, hot.
BRAND BOX EXCERPTS
HABANERO SEASON RADIO
When hanging around the tire and service center, what’s hanging on the walls and around the…tires? Short, sweet, and compelling copy to upsell not only services, but the brand itself.
I make an art out of twisting commonly-used idioms by taking ’em totally literally. Take, for instance, the campaign name for the Ada County Landfill’s educational series: LET’S TALK TRASH, with your host, Trashy the Raccoon. Who says copy can’t be fun? Especially when you’re a literal garbage person.
“Take Care” has been a legacy message for Commercial Tire since their start in 1968. We folded that tagline into a standout stop motion campaign using paper animation and seasonal car tips. For over three years, it drove the tire and auto services company to a whole new level of brand recognition and sales.
The curtain was almost ready to go up on the elaborate multi-year production to replace the sets and costumes for Ballet Idaho’s beloved holiday show, The Nutcracker. But how do we preview all the beauty, magic, and wonder without staging the entire ballet? The solution came from me binge-watching The Office. Surprise, meet delight. (Yes, it sold out.)
Narrowly escaping near-death in the Idaho legislature like that rolling boulder scene in Raiders From the Lost Ark, the Idaho Powerball needed a pick-me-up this year. We gave backstory and depth to the iconic local mascot by bouncing into a day in the life at BALL’s home. Surprise! Win.
Commercial Tire wanted to launch a testimonial campaign to show (and tell) the impact they have on the lives of both their rural/ city retail and commercial customers. Luckily, I’m a born storyteller…and story seeker. This series sprung forth from a company legacy phrase: “Keeping you and your family on the road.” Meeting these beautiful souls, and telling their stories, was a career highlight. We made both longform video stories and :30 spots.
CLM zeroed in on a positioning stance of targeting up-and-coming challenger companies as a main client base. In a lightbulb moment, I realized our physical positioning in Boise’s OG firehouse aligned perfectly with the philosophical positioning of a firebrand company that incites change and takes radical action. We revisioned a smoking hot brand that worked to say the message in every medium and moment. Plus developed an underdog educational speaker series called DOG EAT HOG that carried through the concept with giveaways to fire up the synapses.
Dreaming up oddball animal characters to showcase different aspects of the Fair? Just another day at the office. This campaign ran for two years under a few banner headlines, and eventually led to the creation of four full-fledged mascots.
Pioneer Credit Union needed a brand refresh that pushed their trailblazing service and perspective to the forefront. Driven by the simple line “We Go There,” we showed all the visionary ways Pioneers leads the way in convenience and personal attention for its members. (I stretched the budget during production by concepting simple social extras.)
Hold your horses. Or your llamas. Or whatnot. In this concept, we show everyday people going to great lengths to recreate the thrill rides, close animal encounters, and fun and games of the wildest time of the summer. Here’s a piece of advice to maintain sanity (and a clean record): Get tix. Then save it for the Fair.
The real stars at the Fair are blue-ribbon-blooded. We highlight the main famed attractions of the last blast of the summer, TMZ barnyard style. An open-to-the-public Share My Fair contest led us to feature a winning local beatboxer in the TV spot.
AGENCY: CLM | RADIO PRODUCTION: CUMULOUS
client: TSheets | platform: Fundera | copy mission: To position the cloud-based time tracking tech company TSheets and CEO Matt Rissell as a thought leader with dynamic articles for entrepreneurs featured in the online magazine for Fundera—the small business lending marketplace.
Client: White Cloud Rafting | Design: Jenny & Co. | Copy mission: In the competitive environment of Stanley and Sun Valley, White Cloud needed a total website and brand refresh as accessible, approachable, fun-loving and trust-worthy as the owner and guide team behind this legendary rafting company.
Results: A dramatic increase in bookings.
Nothing beats the experience of a day on the river (or the web) with WhiteCloudRafting.com.
Client: Story Story Night | Design: Jenny & Co. | Copy mission: Because everyone has a story, the new Story Story Night website needed to match the magic of its popular live shows—and detail the different programs and storyteller outreach the nonprofit provides. With new information architecture and full-tilt copywriting…Boom! There it is.
Results: Due to my visionary marketing and creative direction over the course of 6 years, this program is now one of the most consistently popular in Boise, with sold-out monthly crowds of 200 to 300. The website now sees heavy web traffic, with an astonishing 7,000 unique visitors and 60,000 page views a month.
client: AARP Idaho | design: W Design | copy mission: To launch this peer-driven continuing education program in the Treasure Valley with a captivating 20-page catalog for the breakthrough fall semester, complete with cover copy that has “open this now” direct mail appeal.
results: Registrations and the response from the community far exceeded expectations. As a result, nearly twice as many classes will be offered in spring 2016 (and I wrote that catalog too).
Imagine this folded, and in your mailbox.
client: Idaho Rivers United | design: Bethany Walter | copy mission: To tell the true action-adventure story of Lonesome Larry for his 20th anniversary by sending out an intern in a human-sized sockeye salmon suit to the far reaches of Idaho. Bringing surprise and delight to the most unexpected places, Lonesome Larry handed out branded coasters that tell his story with a link to a compelling website. All documented on social media. The entire campaign is my concept—and was a wild success. This is a spoof on the brilliant Dos Equis’ “The Most Interesting Man in the World” campaign.
client: Idaho Rivers United | copy mission: To tell the true action-adventure story of Lonesome Larry—the most interesting fish in the world—and invite Idahoans to his 20th anniversary party in 3 one-minute radio spots.
“His fish story reads like an action-packed thriller, except it’s true…”
“His commute makes the Iron Man look like a walk in the park…”
“In a race for the very survival of his species, one lone fish prevailed…”
client: Idaho Rivers United | design: Bethany Walter | copy mission: To tell the true action-adventure story of Lonesome Larry for his 20th anniversary. I came up with this campaign when volunteering for this nonprofit organization wearing a human-sized salmon suit. What if, I wondered, we could take saving Idaho’s endangered sockeye out of the contentious political realm, and instead just spotlight the nail-biting true story of the most interesting fish in the world? So (an intern in the guise of) Lonesome Larry wandered through Idaho in the most unexpected places, handing out branded coasters and magnets that tell his story with a link to a compelling website. All documented on social media. This is a spoof on the brilliant Dos Equis’ “The Most Interesting Man in the World” campaign.
Impact: In the words of IRU’s Director of Communications, Greg Stahl: “The diverse four-month multimedia campaign included a thorough public relations effort that resulted in stories in the Seattle Times, National Geographic NewsWatch, National Public Radio, Idaho Statesman and Idaho Public Television, among others. It also included creation of a website and implementation of an intensive social media campaign that, at its peak, reached thousands of viewers per day. It also included scripting, editing and production of radio ads that ran throughout the state of Idaho.”
Nothing, except the most interesting fish in the world, beats the full site—or the full story of this incredible journey. Check it out at LonesomeLarry.org.
client: Advocates for the West | design: Bethany Walter | copy mission: To completely rework this environmental law advocacy nonprofit’s website with new information architecture and copy that shows the power and beauty of the West—and why it’s so worthy of being protected. (And why Advocates for the West is so worthy of your donations and support.)
No screenshots beat the actual experience of this breathtaking website, so check out AdvocatesWest.org.