The three campaigns in this section are excellent examples of my versatility as a writer and my ability to generate concepts that are effective across a variety of media.They contain everything from interactive online quizzes to viral videos posted on YouTube.
WTFruitcake.com – Rare Method Agency Christmas Campaign
Awards: ADDY Silver Industry Self Promotion Division (ADDYs Utah)
For Rare Method's 2008 agency Christmas card, the team decided to play a part in destroying the least beloved of all Christmas traditions: the fruitcake. What better way to rid the world of fruitcake than with a mix of print, web and video?! Participants in this campaign not only caused some serious fruitcake carnage, but also helped raise money for the local foodbank.
Direct Mail Fruitcakes
Actual fruitcakes with only a label reading ‘WTFruitcake.com’ were delivered to our clients and friends of the agency. No explaination was provided to keep the URL intriguing.
Copywriter(s): Heather Berard, Kevin Simcock
Concept: Heather Berard, Keely Portsmouth, Brian Close
Art Director(s): Keely Portsmouth, Brian Close
Photographer: Fritz Tolentino
WTFruitcake.com Microsite & Online Videos
Once on WTFruitcake.com, visitors were able to choose a variety of different ways to destroy and get revenge on this vile holiday gift. Whether they wanted to shred it, burn it or shoot it, visitors were taken to a short video that brought their fruitcake killing fantasy to life. Every time a visitor rid the world of a fruitcake, we made a donation to the local foodbank. Click here to visit the website.
Copywriter(s): Heather Berard, Kevin Simcock
Concept: Heather Berard, Brian Close, Keely Portsmouth
Art Director(s): Brian Close, Fritz Tolentino, Keely Portsmouth
Video: Ian Flaig, Jason Smith