Assignment: Create a logo, name and marketing for the esophageal cancer benefit sponsored by Earl Small’s Harley Davidson and Harley Davidson of Cartersville. Create Ads, posters, e-blasts, t-shirts, bandanas, stack cups, web page and radio spots to promote the event.
Solution: The Bands Bikes & Bikinis Benefit. Logo incorporates the HD logo as the body of a guitar. Over 7,000 people showed up and had a great time. The event was an unqualified success and raised thousands for the cause.
ADVERTISING, art direction, creative direction, design
Noah’s Ark is a nonprofit organization in Locust Grove, GA, that provides care and treatment for more than 1,000 animals, including exotic, wildlife and domestic animals.
Located on 250 rolling acres just south of Atlanta, Noah’s Ark is free and open to the public. More than 100,000 people visit Noah’s Ark and participate in educational programs each year.
Some of the most popular animals at Noah’s Ark are Baloo the American black bear, Leo the African lion and Shere Khan the tiger who have lived together as a family at Noah’s Ark since 2001.
L-3 Communications is one of America’s leading providers of highly sophisticated surveillance, intelligence gathering and communications equipment. They design and manufacture ruggedized display systems and computer technologies to the military, Homeland Security and local law enforcement. With literally hundreds of products and services, how does one reduce this to a single, concise and overarching message? Simple.
“SEEING IS KNOWING.” “KNOWING IS EVERYTHING.”
“Knowledge is power.” L-3 provides that power; from a ruggedized POV location and positioning device to a computerized guidance system for surveillance aircraft, to on board cameras and recorders for local law enforcement, the most critical weapon is information. I could go into more detail but I’m sworn to secrecy. Let’s just say no one does it better than our military and no one provides them with better communication capabilities than L-3.
While I’m at it, no one communicates that message better than Pitbull Creative.
To those who think quality design has no value, this is just a motorcycle.
Branding campaign for AGCO Corp. with a dual audience, both farmers/users of heavy tractor equipment and potential investors. AGCO’s growth strategy is in acquiring smaller enterprises while growing their product line. The advertising message must communicate that AGCO not only builds top quality farm equipment but also builds an investor’s ROI.
AGCO. ALWAYS GROWING
What do I mean when I say “The Big Idea?” Let’s use the Gwinett Gladiators campaign as an example. Rather than just creating a series of fun ads featuring hockey players and clever headlines, I chose to create the brand personality through the ads themselves. Every piece of communication created had the same Voice. I call it “Gladiator Speak”; a fusion of Latin and street talk. For example a ticket ad would read. “Gottus ticketis yetus? “I’m with stupidus” Tshirts, “Checkus outus our new arenus” You get the picture. Everything speaks to the brand personality. This makes for a unified, consistant and memorable brand communication while at the same time, doing the tactical job of selling tickets and merchandising.
Given limited media dollars ($0.00), bartering for local airtime and print was the first order of business. The TV spot was a low-budget affair consisting of a “Loop” of the same archival footage and some very talented local voice actors. I used the same technique with the promo spot for the Trump Plaza fight promotion ad, “The Holfield Battlefield” spot. See PORTFOLIO/TELEVISION.
When you don’t have the dollars for a branding campaign (Strategic) and a promotional campaign (Tactical) you need an idea that can accomplish both simultaneously.
That, my friends is a ‘BigGus Ideum’.
We have succumbed to the notion that if you repeat a message often enough, no matter how mundane or annoying, your audience will somehow become more persuaded to buy. It’s like saying, “If you hit me over the head with a hammer long enough, the pain will eventually go away.” This is an expensive lesson that takes money from your pocket and places it firmly in some far-off media buy.
With apologies to that famous creative team, Aristotle and Plato, here it is. “If the consumer doesn’t buy your ad, she most likely won’t buy your product.” There’s an old saying, It’s not creative if it doesn’t sell. I say, It doesn’t sell very well if it’s not creative.
Don’t get me wrong, I have nothing but admiration for those top-notch ad agencies that do it right.Their work can take a stagnant brand and propel it to great heights. The question is, can you afford one? Here’s the deal; an agency’s assets depart on the down elevator every night. In many cases, early morning. I know. I was one of them.
I’ve spent many an all-nighter trying to solve a seemingly unsolvable problem. While I enjoyed sitting in those authentic Wassily chairs, shooting pushpins at signed Warhol prints on the walls, sandaled feet up on a hand carved marble conference table, pausing every now and then to gaze out the window at a spectacular lamp-lit urban canyon…(run on sentence), I’m not convinced that it made a lick of difference in the creative process. My best ideas usually came while seated comfortably in the confines of a men’s room stall.
So ask yourself, “Why not buy direct and save?” With Pitbull creative, you’ll get the same level of thinking and execution that you got when I worked in those mega agencies, without that annoying overhead. You know, the need to look hip, slick and cool. Let’s face it. The bottom line IS the bottom line. So put your money where my brain is. As they say in the business, “You’ll be glad you did.”