MEITUS

Waterloo Sparkling Water was doing just fine. But when one of the country’s biggest retailers decided to carry the brand on 3,000 of their shelves, we got a phone call. The brand wanted to spread their unapologetic vibe around the country in a bigger way. So we came up with a simple idea: Waterloo reimagines what a sparkling water can be, and in the time it takes to drink a can, might inspire you to reimagine yourself. We reimagined the production approach too, utilizing a combination of live film / photography, more conventional motion graphics and some amazingly cool AI-aided animation to tell our stories. Cool. And refreshing.

How do you make a data security company stand apart? Put human desire—not just enterprise need—at the center of the story. Virtru had a decade under its belt and was ready to position itself for exponential growth. That meant changing the category mindset: replace “security” with “personal empowerment.” We introduced the idea of “respect,” specifically that by having more respect over your data meant having more self-respect, more agency and more control. We reframed and revitalized the brand idea and its assets, from their comms to their physical workspace: necessary foundational work to signal that Virtru is a thought leader in the datasec and ready for a bigger stage

The Joanie Bernard Foundation has a noble goal: to give every cat, whether they live inside or out-, a “tenth life” through spaying and neutering. They created the Ten Movement to spread the word and came to us to create a campaign to amplify the message. We arrived at a cheeky insight: whether you love cats or hate ‘em, you’re gonna want to spay ‘em. “The Great Debate” was born: a look at the age-old animus between cat lovers and haters, and how there’s finally something about which both sides can agree.

Frankie is a concept for plant-based wipe that wants to be the first brand to make a version for every occasion. Your counter. Your toddler. Your gym equipment. Your own…equipment. If it needs a wipe, there’s a Frankie for it. We worked with the client to create the brand idea, that there’s a simple beauty in productive, repetitive tasks. We then expressed that beauty through packaging, using unexpectedly captivating photography to convey the “moment of mess” - the time when the joy of cleaning begins.

Scientists had discovered something special deep in Yellowstone: a protein-rich, sustainable fungi that could be transformed into a series of versatile, delicious foods. They called it “Fy” and created a company to bring it to market. Nature’s Fynd found us, and asked for some launch work that highlighted the key ingredient, established the trademark look and alerted folks to its presence at Whole Foods. Some good fyn ensued.

Party Can came to us with both the problem and the solution: a giant can of mixed cocktails ready to take on a world desperate to regain its social life. We created brand idea that reflected the product: expansive, intriguing and open. Party Can launched in multiple markets with Party Can-sized success.

Hard seltzers are everywhere. But Pura Still came to us with something different: a touch of fruit, a touch of coconut water and a naughty, little secret: 4.5% ABV. What you see is not always what you get, and we launched by playing up the little mysteries we all hold close.

What better time to taste the rainbow than when the sun is out? Positioned against the cacophony of chocolate, we wanted to remind our passionate consumer that Skittles was the official candy of summertime. We used the brand’s signature, odd visual storytelling to turn the world of summer upside down online and at retail.

In a world dominated by distractions, unwelcome chatter and the occasional verbal rant, it’s nice to know that Sony has your sanity covered. Simple, powerful, award winning and considered their best marketing of the year by the CMO.

The best movements are built to last. We supported KitchenAid in developing and launching their “10,000 Cupcakes, One Great Cause” campaign in honor of Breast Cancer Awareness Month. KitchenAid asked a simple request: asking people to bake their favorite cupcakes, and post a picture of it on Twitter or Instagram with the hashtag #10000cupcakes. In return, KitchenAid pledged to donate $1 for every shared cupcake, every year during the month of October. The response can only be called a groundswell: To date, tens of thousands have been raised to support the Susan G Komen Foundation.

Skittles, known for its unconventional brand voice, asked us for a consumption-driving activation. We developed a massive twist on “Rock Paper Scissors,” a nationwide online tournament played with Skittles, and invented Skittles Recognition Technology®, a novel combination of facial and color recognition, which used the actual product as a trigger. The champion took home $50,000 and a ridiculously one-of-kind Skittles-dispensing Championship Belt. We took home a boatload of awards ;-)

In the days before Google Maps, it was GPS systems that acted like magic. So when Sony asked us to launch their best-in-class entry, we looked to fairy tales for inspiration. It occurred to us that a lot of our favorite childhood stories involved a “hero’s journey,” rife with obstacles and dangers, and the need to get somewhere important. In that truth, a campaign was born.

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