Instead treating the brand like a typical household cleaning good, we sought the bigger truth when it comes to spills and messes: that our customers are bigger than their messes.
TV:
Agency: Cutwater
ECD/CW: Chuck McBride
CW: Ray Connolly + Simone Nobili + John Reid
Sr. AD: Gong Liu
Director: Harold Einstein
Producer: Daniel Tuggle
Post Producer: Jennifer Suttlemyre
OOH:
ECD/CW: Chuck McBride
CD: Luke Partridge
Sr. AD: Gong Liu
AD: Mike Butler
For International Women’s Day and Women’s History Month, We changed the Brawny Man to the Brawny Woman to encourage gender equality. The #StrengthHasNoGender campaign showcases woman giants from past to present who have challenged the gender stereotypes.
Press:
Adweek
Campaign
Creativity-Online
CoCreate
HuffingtonPost
Mashable
Bustle
LBBonline
Creativity-Online
Agency: Cutwater
ECD: Chuck McBride
ACD/AD: Gong Liu
CW: Jay Brockmeier
CW (Social): Sarah Bengard
AD (Social): Mike Butler
Directors: Ricki Stern + Annie Sundberg
Account Director: Sarah Owens
Sr. Account Manager: Greer Gonerka
Producer: Daniel Tuggle
Content Producer: Kimberly Lewis
Sunrun asked us to create something that will differentiate its brand from others in a category that's known for hard sell. We did it by giving the brand a soul and a personality, not to mention a whole lot of cuteness.
Agency: Cutwater
ECD: Chuck McBride
AD: Gong Liu
CW: Deidre Lichty
Director: Ross Harris
Producer: Daniel Tuggle
What we plugged into from Sunrun customers was that it isn’t about saving money at all. It’s about change. It’s about progress. It’s a really clever hedge against a future of eternally rising energy costs. To them, switching to solar was more than just a smart decision. It was a brilliant one.
"Sound of Solar"
Agency: Cutwater
ECD: Chuck McBride
CD: Luke Partridge
AD: Gong Liu
CW: Deidre Lichty
Director: Anders Forsman
Producer: Whitney Ferris
"Brilliant Sun"
Agency: Cutwater
ECD: Chuck McBride
CD: Luke Partridge
AD: Gong Liu
CW: Deidre Lichty
Photographer: Todd McLellan
Producers: Daniel Tuggle + Danielle Soper
Stop Motion: Dropbear Digital
Agency: Cutwater
ECD: Chuck McBride
ACD/AD: Gong Liu
ACD/CW: Aaron Sanchez
Producer: David Verhoef
Director: Doug Cox
Photographer: Ian Maddox (Lifestyle)
Gong Liu (Palm)
Ariat makes footwear and apparel for both western and english equestrian athletes. Since the brand was founded on performance technology, We make sure all our communications drive home the engineered to perform thought. We launched the new tagline: “Know where you stand.”
Agency: Cutwater
ECD: Chuck McBride
AD: Gong Liu
CW: Deidre Lichty
Photographer: Zach Gold
Producer: Dwight Clifford
Coffee first.
You drink it every morning.
But it’s why we get out of bed.
Coffee is our obsession.
Roasting, blending, crafting by hand.
Fifty years for the love.
Everything else second.
Agency: Cutwater
ECD: Chuck McBride
ACD/AD: Gong Liu
AD: Lauren Mounce
CW: Jay Brockmeier
Photographer + Director: Bill Cahill
Producer: Daniel Tuggle
Social Media Content: We've made around 20 of these Brawny innovations so far. These are just some of my personal favorites.
Agency: Cutwater
ECD: Chuck McBride
CD: Luke Partridge + Simone Nobili
Sr. AD: gong liu
Conformity stifles individuality.
Do we really want one size fit all?
Do we really want to be like everyone else?
There’s nobody in the world like you.
And that’s exactly what makes each
and everyone of us so special.
Everybody is different.
Nobody is the same.
Nobody like you.
Agency: Cutwater
ECD: Chuck McBride
ACD/AD: Gong Liu
ACD/CW: Aaron Sanchez
Producer: David Verhoef + Sarah Krider
Production House: House Special
At Trend Micro, paranoia is corporate policy.
Agency: Dojo
ECD: Geoff Edwards + Mauro Alencar
CD: Chris Masse
AD: Gong Liu
CW: Deidre Lichty
Director: Jeff Low
Consumer Generated Print: From the pages of Pintrest to the pages of vogue. We asked our fans to submit a Pintrest board that expresses who they are through fashion and then we transform a few into pieces of ad, and art, that's uniquely their own.
Agency: Cutwater
ECD: Chuck McBride
AD + Designer: Gong Liu
Designer: Lauren Mounce
Digital component of GotMilk?'s 2010 Mootopia campaign. For the summer '10 popup traveling events, we created popup book style animations for each city the event was held. www.visitmootopia.com
Agency: Goodby Silverstein & Partners
CD: Kevin Koller + Rus Chao
AD: Gong Liu
CW: Leslie Waggoner
Producer: Kathy Zembera
We were selected out of more than 300 U.S. teams as the winner of 2012 Cannes Young Lions for USA in press category. Won a free trip to Cannes and it was a blast!
CW: Gong Liu
AD: Suzie Yeranosyan
When you are number one, It's ok to say so. With humor.
AD + CW: Gong Liu
Agency: Goodby Silverstein & Partners
CD: Rick Condos + Hunter Hindman
Sr. AD: Raphael Milczarek
AD: Gong Liu
CW: Matt Lanzdorf
Sparknotes publishes literature study guides for college students. Students don’t use it as a study guide. They read it instead of the book. It’s time to embrace what this product is really about.
CW: Carly Shearer
AD: Gong Liu
Small space prints and special edition mini liquor bags for jack daniel's miniature bottles.
CW: Amanda Burgan
AD: Gong Liu
