• Belk's Project Hometown
    Belk is taking the wraps off of a new community relations platform during college football’s Belk Bowl today (Jan. 29).  The platform, dubbed Belk: Project Hometown has an initial $15 million commitment over the next five years to organizations that support the department store brand’s local communities.  This holiday season Belk is working with Habitat for Humanity to raise funds to build a home next year for a family who will be at the game to hear the news. During the Belk Bowl announcement, the brand will reveal the total amount raised thanks in part to the support of Belk ...
  • St. Louis Tourism Group Taps Sterling K. Brown For New Campaign
    Explore St. Louis is showcasing hometown resident Sterling K. Brown, Emmy Award-winning actor and star of NBC’s “This is Us,” as the face of its new travel campaign. Developed with local marketing agency H&L Partners, "In The Know" highlights the city's lesser-known aspects, including its food and music. At launch two TV spots will run regionally with the full campaign rolling out in spring 2018. Brown has donated his compensation to the local Mathews-Dickey Boys’ & Girls’ Club. The donation will help fund the club’s Blue Chip Scholar-Athletic Initiative.
  • Ryan Reynolds Signs With Air Canada
    Actor Ryan Reynolds (“Deadpool”) has signed on as a brand ambassador for Air Canada. The Canadian native will be involved with several promotional projects for the airline over the next year. First up, Air Canada agency FCB Toronto is introducing the Reynolds-narrated "Our Home" holiday ad that celebrates Canadian pride. Have a look here
  • Warhol Museum Promotes Iranian Artist With Multimedia Campaign
    The campaign is running print ads in Pittsburgh regional publications and digital banner ads are targeting regional viewers on Facebook and Twitter.
  • Under Armour Deploys Drone Drop For Digital Scavenger Hunt
    Fans were invited to participate in the digital scavenger hunt via UA Basketball's Instagram page to download a unique QR code to receive an interactive map of the Bay Area.
  • Luci Creative Overhauls First Division Museum
    First Division Museum at Chicago's Cantigny Park, which preserves and interprets the history of the U.S. Army’s First Division (aka The Big Red One), has formally unveiled a year-long, $8 million makeover and rebranding to enhance the visitor experience. Luci Creative oversaw creative strategy, content development, exhibit, lighting, and graphic design. Partners included Pepper Construction as the general contractor, Ravenswood Studio for exhibit fabrication and installation, and media partners Northern Light Productions, Unified Field, Brave New Pictures, Elbe Creative Partners, and Creative Technology for AV design and integration. As part of its responsibilities, Luci designed and produced over 15 integrated ...
  • Laphroaig's Holiday Choir U.S. Tour
    To raise the brand's awareness in one of its largest markets, classically trained singers are visiting cities throughout December to belt out holiday carols with lyrics inspired by fan opinions.
  • Sentry Insurance Debuts First TV Campaign In 30-Plus Years
    Sentry Insurance, one of the largest mutual insurance companies in the United States, is debuting its first national television campaign in more than 30 years.  Created by gyro Chicago/Denver, the spots will debut in late December during the Golf Channel’s broadcasts leading up to, and including live coverage, of the Sentry Tournament of Champions golf tournament on Jan. 4-7. The campaign promotes Sentry’s “Right By You” business-to-business brand platform designed to help businesses understand how Sentry earns their trust by sitting down, talking, and listening to them. The concept is brought to life via two iconic blue chairs, representing the two-way ...
  • Shoe Carnival Embarks On Last-Minute TV Push
    Shoe Carnival and agency 22squared are entering the final stages of the shoe retailer's holiday campaign with a media spend that "increases significantly" since its early December debut.  The strategy first introduced several videos for Instagram Stories and Facebook Carousels and now the campaign is expanding via local TV and TV extensions during the final countdown to the holidays. The creative is based on an insight from the National Retail Federation Holiday Study 2016 which revealed over 65% of shoppers buy something for themselves during the holidays.  Brand ambassador Zach King is shown incorporating magic to illustrate how shoppers can ...
  • Agencies Get In the Holiday Spirit
    Agencies are once again unleashing their creativity in their annual holiday salutations and related activities. Here’s a sampling: The Unlimited Group bypassed the usual client Christmas cards to instead recreate a 1970s social experiment with its #giftofahello project. The U.K. agency sent 500 handmade cards, created by staff and their children, to random people across the country inviting responses online or by mail. The agency sought to compare results between then and now among unsolicited direct marketing and their response rates. At the time, only 20% responded to these cards. While this year's response attracted more than 1,300 online engagements, ...
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