Bayer HealthCare: Time2Move

https://vimeo.com/126622998 Sitting can be a great way to rest. But there can be too much of a good thing. In fact, a Westerner dies from a venous blood clot – known as thrombosis – every 37 seconds. The underlying cause…

U.S. Soccer Federation: One Nation. One Team

While soccer – football – is a national mania in many countries, that’s not always the case in the U.S. The nation is a big, four-time-zone country accustomed to cheering for local teams, and Americans have been slower to get…

Levi Strauss & Co.: Field of Jeans

https://vimeo.com/126623790 Levi Strauss & Co. is an iconic American company that has called San Francisco home since it began making denim jeans in 1873. And to further solidify its role in the community, the company secured a 20-year naming-rights agreement…

Olay: Your Best Beautiful

https://vimeo.com/126623791 Beauty is said to be in the eye of the beholder. But for women in Thailand, there’s a twist: Three out of four are afraid of making themselves more beautiful, expecting ridicule. Beauty brand Olay wanted to inspire Thai…

Udi's: What the Hack?

As the popularity of gluten-free foods expanded beyond its core audience, Udi’s, a long-time producer of gluten-free food, was now up against the food industry’s heavy hitters, who were looking for their share of the growing gluten-free market. To compete…

Day 10 of Pros and Conversation Series: A New Look at 'Old' Media

By Steve Naru and Paul Dusseault It’s clear that social content drives stock price, moves legislation and creates must-have products, but what drives social? The hot, hipster agencies with funny names may hate to admit it, but the vast majority…

BalticSea2020: Saving the Fish

Following 30 years of misguided European policy, the European Union’s fish stocks were in trouble: Two-thirds were overfished, and 1.7 million tons of eatable fish (roughly 23 percent of all fish caught in the EU) were being thrown back into…

Cadbury: Unwrap Gold

The Irish are famous for their love of a good story and their sense of humor – a perfect audience for Cadbury’s “Unwrap Gold” promotion. Entering its second year, the campaign – 10 gold-wrapped candy bars redeemable for 18-carat gold…

National Mango Board: Mangover

Mangos were enjoying good sales but showed room for improvement. While they had an exotic, tropical appeal to consumers, this perception created a barrier to be overcome. The National Mango Board looked closely at the success of the avocado — another…

Citi: Citi Bike

Citi Bike – a New York City bike share program – got off to a fast start. But as initial excitement slowed, and the brutal winter weather hit, title sponsor Citi had two goals: 1.) keep the momentum going for…

AT&T: It Can Wait – The Power of a Movement

The It Can Wait journey began in 2010 to raise awareness of the dangers of texting and driving, with awareness again being a key focal point in 2011. In 2012, AT&T moved the program from awareness to action by reaching out to schools…

Eisai: My Healthy

https://vimeo.com/126623634 A majority of Americans are either obese or overweight, according to numerous studies – so Eisai knew there’d be no shortage of people who can relate to the difficult process of losing weight. Yet, the pharmaceutical company wanted to…

Interview Tips for Digital Formats

There are various ways to reach your public that bypass the gatekeepers of traditional media. Just be sure to consider the techniques and skills that the digital era demands. The medium remains, in part, the message, which a shaky performance…

The Hack-Flack Relationship

This week, an instructive article for those of us in the PR business titled “Dear Flacks... Love Hack” posted on The Economist's “Johnson” blog, written by Robert “Lane” Greene. Greene is currently The Economist’s Central Europe Business/Finance Correspondent, based in Berlin. Greene writes frequently…

The Road to a PR Crisis Is Paved With Good Intentions

By Allan Chernoff McDonald’s was fried in the news media recently over what many would consider its most admirable initiative: the fast-food giant’s support of Ronald McDonald House Charities (RMHC). Apparently, McDonald’s has been a stingy benefactor. At least that’s…