Mucinex

Mucinex’s Mr. Mucus is the ultimate cold and flu brand icon we’ve loved watching get crushed, kicked, flushed and trashed for over a decade. But so far, Mr. Mucus’s punishment has only been a spectator sport. So, using the power of generative AI, we put Mr. Mucus’s demise into the hands of the fans by creating Mucus Masher. A first-of-its-kind generative AI experience where people can smash Mr. Mucus with their wildest imaginations.

No two smashes are alike. People can then share their high scores on social, try to make it to the top of the leaderboard, and even send personalized invites from Mr. Mucus to friends, taunting them to get in on the action. There are also fun easter eggs.

Colgate

Colgate has been historically a product, product, product focused brand. Selling bright smiles, also called “Colgate smiles”. But as times have changed and most of the competition did the same, brand distinctiveness and business results have started to decrease. In this context, Colgate needed to build a strong brand equity and reconnect with culture to ensure the future of its business.

This campaign executions capitalize on celebrating imperfect smile lines instead of perfect teeth.

Intermarché

Each year, we throw away over 300 million tons of fruits and vegetables worldwide. Why? Mainly because of their aspect (57%).

As the European Union made 2014 the European year against food waste, Intermarché the 3rd largest supermarkets chain in France, decided to try and change their customers perceptions to encourage better behaviour towards the non-calibrated fruits and vegetables.

How? By showing them that though they might be ugly looking, they are as good as any others.

Intermarché launched “ The inglorious fruits and vegetables”, a campaign to rehabilitate the imperfect fruits and vegetables by celebrating the beauty of the ridiculous potato, the hideous orange or the failed lemon. The idea was to show people that, though they might be ugly looking, there are as good as any others, but 30% cheaper. Therefore, buying them is not only good for their wallets but for the entire planet.

To make sure journalists and influencers talked about this unique new offer, Intermarché sent each one of them a personalized “gourmet” basket of inglorious fruits and vegetables including a special tote bag, recipes for inglorious fruits and vegetables soups and juices and everything about the global campaign. Once in store, journalists and influencers could even try these famous ugly fruit juices and ugly vegetable soups.

With massive PR fallout in French media, Intermarché once again demonstrates its company motto "United against expensive life" and opens the road for other supermarket chains.

Under Armour

This campaign is based on a simple insight: you are the sum of all your training.

This piece highlights the least glorified but most crucial part of every athlete’s daily life —training. Even though you might not always feel it, every time you grind out another rep or get up for that 6 a.m. run, you’re building a massive force inside of you.

With every step, jump and pull, you’re building your one-man army.

The 60-second TV spot features three American all-star athletes—Misty Copeland, principal ballerina; Jordan Spieth, major golf champion; and Stephen Curry, NBA MVP—training day in and day out to build their armies.

Behind the scenes

Stills and Billboards

Coca-Cola

Sometimes pro-active work can really be even harder to do than day to day work, as these were born without a brief, we have aligned with six different illustrators to make unique illustrated pieces by hand, not a single character looks the same. Initially presented as posters they’ve actually became billboards in the Asian and European market.

Granola

This brand has always communicated based in an extreme surrealistic humor to express their product benefit “The cookie with a little something extra”, a cookie with a surprising layer of delicious chocolate, translated into an “unexpected extra” in life. We extended this campaign by activating our hero character to sing live tweets from the audience posts.

Live Tweets

RayBan

During the period of relaunching of the brand platform “Never Hide”, RayBan celebrated their 75 years with a print campaign that hold in time for the next 6 years. These are some of the executions in this timeline.

Tom’s of Maine

After 50 years of brand, Tom’s of Maine introduced its first ever brand campaign. Since day one, this brand always had a green vision on their products by launching the first ever green detergent on the market when they started. And they keep reinventing themselves and have launched the first recyclable toothpaste ever done as an opportunity to set and spread the values of their brand.

Colgate

Here is a Super bowl 2019 campaign for Colgate Total, showcasing Luke Willson. Also including secondary films and other film campaigns done for Colgate/Palmolive.

Other Colgate Films & Activations

Volcom

A multi-disciplinary brand on sliding sports like skateboard, snowboard and surf. A brand book was born from the observation of what a truly dedicated athlete means, when other watch the storm from the shore, some others are in the water surfing it, when some go to ski resorts to show their skills others are alone at top of an unknown mountain dropping off, those that have broken all their bones they’re made off and still comes back to finally nail that trick, it comes from devotion, it’s called religion.

Here is a best-of some slides from that Volcom brand book that express that mindset and spiritual search.

ACTIVATION

POSTERS