A Cyber Lion winner, this integrated campaign shed light on the perception of pet shelter animals. Every year, 2.4 million pets are euthanized in the US. These pets could be saved by adoption. Unfortunately, many people think animals from shelters are physically and psychologically damaged.
To shatter this misconception, the campaign featured numerous pets that have become Internet stars and revealed that they had been previously adopted from a shelter.
What does it mean to Flex? To show out. To show off. To boast your best self. The Flex was the inspiration behind the adidas Originals by Ivy Park exclusive summer collection, FLEX PARK. A Signature swim and workout line focused on inclusivity and body positivity.
For this drop, we knew we had to make something buzz worthy enough for Queen Bey herself. An activation that would bring the stans out to shine and reimagine the world of unboxings and seeding kits.
So, in the heart of the bustling SoHo neighborhood, one of New York City’s hottest neighborhoods, we set up the official FLEXPARK popup, a mysterious orange box decked out with a countdown timer, ticking away for the weekend.
Fans quickly caught wind and took to social from Brazil to Dubai with their speculations of what could be inside.
In 2015, Nike launched a campaign signed "Find Your Fast." With the Nike idea being so close to the Puma brand promise already in existence, "Forever Faster," we decided to quickly react on social media by creating a video featuring Usain Bolt reacting to the Nike commercial.
“More Share, More Show” was an interactive event that was created to promote the music festival Orange Rockcorps.
To guarantee that people would discuss Orange Rockcorps on social media, we arranged for surprise stages and side events to appear during the night of the festival every time a certain number of audience members shared a post on Facebook, Twitter, or Instagram. The more sharing they did the more show they got.
This is probably the project I’m most proud of, though many outside of France may not have heard of this brand. Oasis is one of the most iconic brands on the French market and is the second most popular soft drink available, bigger than Diet Coke and Pepsi. I worked for Oasis for 7 years, first at Publicis Conseil and then at Marcel.
This Oasis project became a pop culture phenomena featuring animated fruit characters speaking only with play on words.
It started small, but Oasis became a huge success mostly because the Oasis world we created reflected that of the audience, but a fruitier version. By also creating the Oasis Facebook page, we were able to interact with the audience in real time. We mimicked real world current events, proposing a fruity version (a presidential election, launch of a new movies, celebrity gossip…). Oasis’s Facebook page quickly became the biggest fan page for a brand in France (3 Millions fans, which for France, is huge). Artists and movie studios alike began asking us to create the fruit version of their film or album when they released something new.
From character design to copy writing, I was in charge of the entire project, even recording my own crazy voices as the character’s fruity voices.
In 2015, Lewis Hamilton won the Formula One World Championship title in Mexico. To congratulate him, we hired a Mariachi band to sing the tweets that fans posted after his victory.
