Campaign: AutoZone - "Let's Get You What You Need"

Brand Challenge: Even as the leader in the DIY auto repair retail space, AutoZone was faced with differentiating itself from the competitive set.

Consumer Insight: Even with AutoZone being the leader in the category, many consumer where not aware of the variety of free services (Loan-A-Tool, Fix Finder, Battery Testing) that they offer consumers - a key differentiation from their core competitors.

Strategic Approach: “We Don’t Sell You Things You Don’t Need” - By anchoring our messaging around the free services AutoZone offers their patrons, we created a clear value proposition for the brand and a clear distinction in the mind of the consumer.

The Result: A mass, cross-channel campaign, “Let’s Get You What You Need”, that leveraged AutoZone employee “Jones” offering core services to consumers in the retail environment, clearly communicating key RTBs and reinforcing the in-store experience simultaneously.

Speaking Engagement: Cannes 2018 - What Brands Can Learn From Hip Hop

I had the distinct honor of supporting the Chairman and Chief Creative Officer of HAVAS North America, Jason Peterson at The 2018 Cannes Creativity Festival in Cannes, France. I moderated an incredible conversation between Jason and Hip Hop star Vic Mensa (Roc Nation) on What Brands Can Learn from Hip Hop. We delivered this talk at one of the main stages at the Palais des Festivals in Cannes.

Campaign: Chef Boyardee - Throwback Recipe Launch

Brand Challenge: One of the most iconic American brands had virtually disappeared and, in effect, had become cultural wallpaper. Our challenge - leverage a new product offering as a catalyst to launching the brand back in to the minds and hearts of American consumers through cultural relevance.

Consumer Insight: Across a broad range of demographic groups, nostalgia plays a significant role in how consumers relate and engage with culture and ultimately brands.

Approach: “Discover The Throwback” - By owning the intersection between nostalgia and modernity, we effectively highlight the iconic nature of the “Chef”, while creating space for the brand to interact with current culture.

The Result: A social-first campaign driven by the ubiquitous nature of music. The campaign was anchored on the “drop” of completely remixed version of the iconic Chef BOYARDEE jingle, reimagined through the juxtaposition of hip-hop superstar Lil’ Yachty and pop living legend Donny Osmond.