Humana

Humana is on a mission to help the communities they serve to become 20% healthier by 2020. For year two of the campaign to "Let's close the gap between people and care" we worked with photojournalists Ben Lowy and Marvi Lacar to simply tell the stories of Humana's latest initiatives to bring people closer to the care they need.

Our story begins in Mississippi, where 36 rural counties, making up most of the state, were not offered any form of health insurance on the exchange. Humana set out to remedy the situation by taking vans and representatives to the people and signing them up for insurance on the spot. 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 spots. The remaining footage and stills is being crafted into online content for the site, social properties, and other communications—telling the deeper story. 

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 their 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 was the ECD at Blast Radius when Levi's sent out an RFP for their Global Digital consolidation. I lead the creative portion of the pitch with a large, talented team around the globe. We won and began work immediately on a global site redesign, microsite, and Spring Campaign. The first phase of the new site is live, but the plans we proposed for the brand's future are perhaps even more exciting. The crux of this transformative win was the proposal of "Levi's OS". A device-agnostic, fully-integrated, cloud-based platform, which stores and manages all consumer information into one's unique Levi's ID.

This presentation ties all consumer touch points with the brand into one experience across web, retail, OOH, mobile, and at-home experiences. It also solved key issues for Levi's including: integrating social shopping and increasing fit confidence in online purchasing. The global site redesign (launched, 2013) consolidated North America, Asia, Latin America, and European platforms into one.

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 was the Global Digital Creative Director for Pampers. I was tasked with inventing a new brand voice for Pampers and reinvigorating the brand's digital presence. I was able to use my first-hand experiences to help strategize and produce a suite of leading-edge apps for Pampers.

I was thrilled to infuse the brand with an optimistic, peer-to-peer tone of voice while writing "Hello Baby" which was adopted globally. Pampers wanted to develop a relationship with modern, mobile moms and become a 'go-to' information source by bringing them extraordinary content in an innovative way. One of the first 1,000 apps available for the iPad at launch, Hello Baby continues to be the only pregnancy calendar created specifically for the device. Parents-to-be can 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 contributes to a unique experience, garnering trust, and forming a lasting connection with the brand.

Once the baby is born, the documenting begins 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 need to track and record all those 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 other digital tools and communications.

Pampers Digital Evolution