Environmental Defense Fund
When the AdCouncil finally returned to Ogilvy for an assignment after a long hiatus, every creative team wanted in. We were no different, except that we actually won the assignment. Beating out well known teams and big name creatives in the process. The work made a splash for its blunt assessment of the future without action on climate change, Director Tony Kaye brought his keen eye to the assignment and helped us create television ads that still garner praise. The print and outdoor aren’t too shabby either.
Bonobos was a men’s clothing brand startup, named for a promiscuous species of endangered ape. They approached The Gate New York for work that would present their product as playful and flirtatious, but also functional. In the end it’s all about the fit.
Bonobos
Capri Sun
Capri Sun was a brand stuck in a rut. Resting on its laurels as a pioneer in the pouch beverage market, its advertising suffered from a case of talking down to children. We redesigned the original pouch advertising and introduced the letterbox to the young consumer-focused advertising category. Our Big Pouch campaign attempted to relate to tweens and teens on their own level, and speaking their language.
GLD Exchange Traded Fund
Before the current inflation trend there was another, now forgotten one. And when it hit, people turned to the classic hedge to protect their asset’s value. Gold. State Street wanted to ride the market on the way up and turned to The Gate New York for help presenting their GLD Exchange Traded Fund. We came up with a way that showcased the asset at it’s gritty best. A photojournalist with a combat photography pedigree brought the foundry where the bars are made into the boardroom where the investments are made, all without losing any of its luster.
Jaguar
What does a man fantasize about most? We say a Jaguar. Everything else is just clutter.
Hershey’s
The Hershey’s Kiss is an iconic piece of American candy culture. Its ubiquitous silver wrapper and branded tag is immediately recognisable the world over. But what if we tied to mix it up and see what they might look like in some other garb? The results, while hilarious, wouldn’t exactly be “on brand”. However, Hershey’s Kisses are also about having fun. It’s candy after all.
Hershey’s Kisses with Almonds
The Hershey’s Kiss. Simple and delicious. Hard to improve on something so near perfect, but the addition of an almond in the center is about as close as you can get. But how do they get that almond inside that tiny morsel of chocolate? Well, there are a few ways. The confectioner’s version of Finding Your Roots.
Reese’s Peanut Butter Cups
We developed a reputation for doing memorable advertising for new product launches. So when Reese’s decided to improve on the original Peanut Butter Cup, we got the call. Harkening back to Saturday morning cartoons, we kept true to the original while presenting a new product in a playful and likeable way.
Cat Practice
When you devote your career, and a good part of your personal life to the care and study of cats, you start to get inside their heads. The Cat Practice has been doing that since the 1970s, and they do it so well they’ve started seeing the world the way our feline friends do. My apologies to any dogs (my own included) who may take offense.
American Express
American Express has a history of sponsoring events. From concerts and golf tournaments to the U.S. Open Tennis Tournament. We provided OOH and print advertising for many such events. Here are a few.
Amex Logo
The American Express logo hadn’t had a makeover in decades until we came along. It took months of selling, but they adopted it for all their communications for decades to follow.
American Express Save the Music
We have a reputation for working with celebrities. From Chris Isaac, Wyclef Jean, Mary J.Blige, Boyd Tinsley, Frankie Faison, Sheryl Crow to Ossie Davis. Testimonials were a wheelhouse for Ogilvy under Rick Boyko, and we did a good job elevating them to dramatic monologues.
Miller Lite
Beer. The account everyone at every agency wants to work on. Unfortunately, Miller Lite had lost its reputation for doing great work. Until it got to Ogilvy. Adweek Best of category, Cannes Short List winners.
WebMD
WenMD was one of the companies that came along during the dot com boom of the late 90s. Twenty five years later, most of them are gone. But WebMD remains. We like to think their Super Bowl ad buy had something to do with it.
Fruit 2 0
How do get people who don’t like water to hydrate? Make something that’s like water, but is also the essence of fruit. That’s why Fruit 2 0 was made. That’s the brief anyway, but how do we create advertising that makes that interesting to a consumer? Show the evolution. Literally.
