Letgo’s brand mission is to accelerate the second-hand economy. To do that we developed a two-prong strategy. First we needed to remove, or at least reduce, the stigma that exist when it comes to selling your old stuff. And secondly, we needed to remind America we all have stuff we don’t use anymore. So, let it go.

A key insight we quickly discovered was people have irrational attachments to their things. We wanted to show how silly this attachment is and to give consumers permission to let go.

During the holidays most of us buy, eat and enjoy Panettone. But when asked just what is a Panettone, well everyone has a different answer. It’s a muffin. No, it’s cake. Well coffee cake, really. You get the idea. So we used this insight to create a debate that would not only engage our core consumers but would create interest among new consumers. And it worked. Sales for Panettone increased by 17%. Not a bad thing for something no one can really describe.

This was the first time someone tried to create a brand for a public service message. And before you have a brand, you need a philosophy. This was the philosophy behind one of the world’s most successful anti-smoking campaign.

We’ve all seen the spectacle of a fashion show. Women with unrealistic body shapes, wearing unrealistic shoes as they wobble like a new born colt on unsteady legs down a 30-yard runway. This was the fashion world Sorel was entering with their new line of women’s shoes. But Sorel’s DNA is a winter boot. Rugged. Functional. And built for all-day comfort. Not what comes to mind when you think about trendy footwear.

Instead of walking away from the brand’s DNA, we embraced it. Our key insight was: The spirt of a boot in every pair of shoes. So, when it came time to launch the new line, instead of saying just saying this; we went out to prove it by creating a mile-long runway. Everyday women and influencers walked the traditional catwalk with the expected fan fair, but it didn’t stop there. They continued their walk down New York City’s Highline and continued through the streets of the Meat Packing District. The shoes took our models down cobbled stone streets, grated stairs and even in some rain. All proving the spirit of a boot is in every one of our shoes.

​​When you get the chance to work on Lego, you jump at the chance. When your work gets produced by ILM and has to be approved by George Lucas himself, well you just might sh!t a brick.

Our motto at goodness mfg. was to do good things with good people. Here is one of those good things along with some good things people said about it.

While our target couldn’t afford organic chicken, that didn’t mean they weren’t concerned with what they were feeding their families. They wanted to know what was, or more importantly, what wasn’t in their food. Yet, at the same time, they wanted to make sure that their family would eat it. So, when we launched Foster Farms anti-biotic chicken we created what we called the new comfort food. Food you can feel comfortable making and serving.

The brief: Real milk for real people from real California farmers.

People just don’t like dentist, they don’t trust them. And not just because they inflict pain, but because they’re seen as expensive and its always way more than what you expected to pay. We had to address this front and center to start to gain trust in our dentist. So we came up with these.

The challenge here was to shift the Geek Squad brand from being the “heroes” who come to bail you out, to being the “Hero Helper” that helps you execute your ideas and wants. Because no one wants to feel outsmarted, especially by a geek.

The category convention for 4K TV’s was to have the images leaving screen to “show” how real the picture quality was. We wanted to break that convention while still proving just how life-like the picture quality really is.

it was time to come clean about all the dirty things in your typical cleaning products. Yet at the same time, we needed to address that a “natural cleaner” can actually take on dirt. So we came up with People against Dirty.

Technology is no good if it doesn’t work like it promises. Yet that was where the tech industry was. Rolling out patches and fixes post launch. Hype was being sold, and a large part of tech consumers weren’t having it. There was a big group of late adaptors that wanted their tech to work right. So we set out to redefine a global tagline we were saddled with, Leading Innovation, to mean “first to get it right.”

​Toshiba launched one of the lightest laptops on the market. So we set out to prove that.

A snack for the hunter in all of us.

​​A snack from the other side of the aisle.

Coda was an electric car launching in LA and they wanted something that would get people talking. So we created memorial plaques and placed them on top of gas pumps to signal their demise. We knew those pump toppers were going to get taken down, so we also bought billboards next to those gas stations as well.

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When you talk about skiing, Vail is one of the three places that gets mentioned in that conversation. But what happens to Vail when the snow melts?  Does it stop being a magical place?  We didn’t think so. For Vail's summer campaign, we wanted to play up Vail’s iconic status as a luxury destination while capturing the magical spirit you feel when you’re there, regardless of snow.  All while playing off of their tagline, "Like Nothing on Earth." We called it “enchanted Vail.”  

The re-launching of their classic tagline: Have it your way.

Prey 2, an open world first person game, continues the storyline of the original Prey where aliens are abducting humans and forcing them into slavery. In Prey 2 the storyline follows a bounty hunter who’s abducted and finally works for the alines hunting down intergalactic criminals.

We wanted to introduce this new character and storyline in a way that got gammers talking. So we mailed off over 20 cracked I-phones to gammer influencers with the following video embedded.