My role: Creative Director
Our redesign of Purina.com wasn’t about what we put into the site – it was about what we took away.
Heavy Flash content. Narrow layout. The content equivalent of urban sprawl. All gone.
In its place: HTML5. Rock solid content strategy. And a fluid design that lets Purina’s passion for pets shine through.
What creative worth his salt in 2009 wouldn’t push to bring his hit branded game to iPhone?
We just won at PROMO Magazine’s PRO Awards! And we were up against some steep competition.
Best Loyalty Program or Shopper Rewards Program
WINNER: Feed the Senses
Agency— Arc Worldwide
Client— Nestle Purina
2nd Place:
Miller High Life Extras
Agency— Upshot
Client— MillerCoors
3rd Place:
The Dark Knight $10K Giveaway
Agency— Momentum Worldwide
Client— Domino’s Pizza
Honorable Mention:
My Coke Rewards
Agency— The Marketing Store
Client— Coca-Cola
It was an honor to be up against such amazing campaigns. And great fun to attend the gala at Museum of Science and Industry.
Now in its 19th year, the PRO Awards are the gold standard of recognition for those who measure themselves against the industry’s best and brightest promotion marketers in the world.
My role: Concepter, Salesman
The Friskies Hidden Object Game lets you dive deep into the magical worlds of Friskies in search of hidden brand icons.
This was Yahoo’s most successful branded game launch ever. Yahoo guaranteed the brand 500,000 plays within six months; the game reached over 700,000 people within three weeks.
My team concepted the game based on the insight that hidden object games skew highly with Friskies’ target consumers; 59% of hidden object gamers are women between ages of 25-54 (source: Media Metrics).
Here’s a walkthrough.
Mobius Award – 2008
Arc was awarded a first place statuette for overall effectiveness and creativity on Friskies.com.
WebAward – 2008
Friskies.com received the WebAward for Outstanding Achievement in Website Development.
Internet Advertising Competition (IAC) Award – 2009
Friskies.com received two awards for Best Online Community Website and Outstanding Website: Food.
MIXX Awards – 2009
Friskies.com won a bronze for Brand Destination Site.
Caples Award – 2009
Friskies.com was a finalist in the Consumer Website category.
Fab Award – 2009
Friskies.com was a finalist in the Food and Beverage Awards
District Addy Award Competition – 2009
Friskies.com was awarded a silver in the Elements of Advertising: Animation, Internet category and is moving on to the National Competition
My Role: Conceptor, Creative Director
Click to this ad’s detail page to see the video cat in action.
Green screen video of a cat helped this ad break through to become the #1 scoring ad for all Purina brands in 2009. The trippy world of Friskies probably helped too.
Interaction rate: 10.75%
Time in banner: 11 seconds
My role: Concepter, Salesman, Creative Director, Writer
All things cat, all week long. Updated five times a week by multiple authors, the Friskies Blog accounts for 40% of traffic to Friskies.com. It’s been a great acquisition tool for Friskies, as thousands of readers have registered with the site in order to comment.
This ongoing project positions Arc as content creator and community moderator – brave new territory for the company.
This online ad accompanied our Confessions site launch, enabling people to browse Confessions and add their own, all within banner.
My Role: Conceptor, ACD
Insight: Younger cat owners are afraid to publicly express their love for fear of being perceived as “crazy cat ladies.”
Our Solution: Confessions of Devotion, a safe place to declare your feline adoration among likeminded cat lovers.
Know what happens when you aggregate a whole lot of crazy like this? It ain’t so crazy anymore.
My role: Concepter