Humana
Humana is on a mission to help the communities it serves become 20% healthier by 2020.
For year two of the campaign, “Let’s Close the Gap Between People and Care,” we worked with photojournalists to tell the stories of Humana’s latest initiatives, bringing people closer to the care they need.
In Kentucky, 36 rural counties—making up most of the state—were not offered any form of health insurance on the exchange. For some, it was the first time they’d had health insurance and been able to get the care they needed in decades.
The reportage team shot over 100 hours of footage and thousands of photographs of real Humana members telling their stories for this campaign. Thanks to the keen eye of Nadav Kurtz and his team at Cutters, we initially culled the work down to two 30-second spots.
CREDITS:
Rik Haslam, Executive Creative Director, Serena Connelly, Group Creative Director, Adam Whittaker, Associate Creative Director/Art, Freddy Gomez, Creative Director/Design, Nadav Kurtz, Editor
HP
To help HP gain exposure for its cloud servers, we staged a stunt that took over the competition’s largest event, EMC World.
This delightfully positive social media campaign earned a Silver Adweek Shorty Award.
CREDITS:
Rik Haslam ECD, Serena Connelly GCD, Michael Hurley CD, Danielle Gilbert Senior Art Director, Josh Meyers Junior Broadcast Producer
#72HoursOfYes
Levi’s
Won Global Digital Agency of Record
I led the creative portion of the pitch with a large, talented team around the globe.
We developed a device-agnostic, fully integrated, cloud-based platform that stores and manages all consumer information in a unique Levi’s ID.
The effort was supported by a revolving cast of 15 creatives from Wunderman NY and 5 international teams in Levi’s key marketing regions: China, Europe, Brazil, Japan, and India.
CREDITS:
Serena Connelly, Executive Creative Director, Brian Tafel Creative Director Jessica Lee, Sunny Kwok, AnnMarie Akong Design and Art Directors Derekh Froude Copywriter
Plus a revolving cast of 15 creatives from Wunderman NY and 5 international teams in the 5 key marketing regions for Levi's: China, Europe, Brasil, Japan, and India
Pampers
During the time I was pregnant with my son, and after I returned to StrawberryFrog from maternity leave, I served as Global Digital Creative Director for Pampers.
I was tasked with inventing a new brand voice and reinvigorating Pampers’ digital presence. I infused the brand with an optimistic, peer-to-peer tone while writing “Hello Baby,” which was adopted globally.
Parents-to-be could view rare, life-size images of the baby next to their tummy, zoom in on details, and share weekly milestones by posting the baby’s growth on social media. This all contributed to a unique experience that garners trust and forms a lasting connection with the brand.
Once the baby was born, the documenting began and “Hello World” was launched (featuring our son, Odin Barnaby), giving parents fun ways to gather and tell their child’s story.
And because parenting is not always fun and games, “Hello Doc” gave parents the tools they needed to track and record details for frequent doctor visits.
During this time we also developed a new site for Pampers with StrawberryFrog Amsterdam and a green initiative called EcoNursery, as well as other digital tools and communications.
Pampers Digital Evolution
