brand book
Peter Millar hired us to give them a new look and feel, and a new brand voice. This 2010 brand book also doubled as their fall line book. Or was it the other way around?
championship photobook
Along with all the communications we create for the BMW Championship, part of our assignment is to document the event in a photo book that brings the event and the brand to life. Featuring just a small slice of the over 6,000 shots we take at the event every year, the book lives in many different places — as an in-dealership book, a communications piece for tour VIPs and as a gift for the PGA players themselves.
shoestrings
We created a promotion that directly led to 241 test-drives in Chicago, a 17% response, in a world where 3% is considered successful.
joy water bottles
As a sponsor of the FedEx cup, BMW ‘lived’ their global JOY campaign by treating participants to a little cold water during a very hot tournament. The message was revealed by turning the bottle in your hand.
autobahn racing invites
PGA players are, if anything, competitive world class athletes. So how do you get them behind the wheel of BMW’s M cars? Hold a ride and drive racing event at the “Autobahn Country Club” during the BMW Championship in Cog Hill. But when the players are already inundated with hundreds of other invitations throughout the tour, yours has to stand out. You don’t put a card with details into an envelope and hope for the best.
In this case, we created a motor oil scented cologne called “15W – 50″ that evokes the essence of the race track. The cologne was then placed in the player’s lockers. A week later when the players check into their hotel rooms, they’re greeted by skid marks coming out from beneath their sinks with another message inviting them to sign up for the event.
Special shout out to our events partner, Octagon.
burtsbees.com redesign
Baldwin& just launched a redesign for burtsbees.com. All designed around a richer expression of the brand and a smoother shopping experience.
An All-Natural Animated Short Made of Tinted Lip Balm
To help introduce Burt’s Bees new Tinted Lip Balms, we started with the product itself. We created a stop motion animated short using the Tinted Lip Balm as the medium. Every picture, line and color is drawn with the product. We wrote the song with local singer/songwriter Catherine Edgerton from Durham’s Midtown Dickens.
We don’t normally include detailed credits, but it seemed appropriate this time:
CDs: David Baldwin, Bob Ranew
AD/Songwriter/
Composer: Shaun Sundholm
CW/Lyrics: Lisa Shimotakahara
Agency Prod.: Virginia Bertholet
Balm Illustrators: Amy Rauner, Somerville, Mass.; Holly Camp, Richmond,Va.
Animation: David Swain, Richmond,Va.
Singer/Songwriter/
Composer: Catherine Edgerton, Durham, N.C.
Sound Design: Nicht + Ultra, Durham, N.C.
Engineer: Sean Thegan
Check out the Midtown Dickens here.
Landfill TV
Meet Jonathan, the forlorn star of our new spot for the Habitat for Humanity ReStore. A great place to donate your old stuff or find something for your home. Proceeds go towards helping purchase more Habitat homes. It’s the circle of life. Expert executional help from our good friends at The Forgery and Pond Creative, SF. Some people have asked us if they really sell toilets? Yep.
It’s Earth Day, have you found your Burt yet?
Did you know that April 22nd marks the 40th anniversary of Earth Day? Well, here’s another interesting tidbit, Burt Shavitz, the co-founder of Burts Bees was there at the first Earth Day celebration 40 years ago.
It’s in this spirit that we launched “Find your Burt” for Burt’s Bees, an integrated idea that promotes solidarity in all things planet friendly. The truth is that just by doing little things every day we can all make the planet a better place to live.
The campaign consists of digital (website created in collaboration with Mekanism, SF) live events featuring ‘flocks of Burts’ spreading the word and handing out “Burt Kit” natural, reusable sample packs, human-powered bike blenders making smoothies from the natural ingredients found in Burt’s Bees skin care products. At the end of our events we compost the waste for a completely Earth friendly promotion.
The site, findyourburt.com, let’s you use your webcam to allow your inner Burt to come shining through by answering a few simple questions and playing with the Burtification tool. You can then share your image on Facebook, Twitter and through email.
Here are a few examples of the campaign video and the individual pieces in action including a closer look at the Burt Kits with the official Burt’s Bees Beard-ana:
Audi Rings Print
Audi sponsored the NY Times Sunday Magazine Photography special edition. The idea here was to create photographic studies of a few of Audis core values, Performance, Design, Engineering and Joy. These were shot by the amazing Lars Topelmann.
Realitywood Posters/Print
The following are movie posters/newspaper ads for the festival. These are the rules of Realitywood, a little different from the laws in Hollywood.
TV/Movie Trailers
FullFrame had never really been marketed. The stand we created for FullFrame was to be ‘The World’s home of Documentaries.’ We knew we’d have to do movie trailers and television spots because the media was already donated. So the idea was to do both with, what else, cool documentaries. These were shot by Tim Bieber. (Why that guy isn’t making full-length documentaries I’ll never know. He’s great.)
During our time on FullFrame, the festival set new attendance records every single year.
Dr. Emmerick from Baldwin& on Vimeo.
FullFrame, Dr. Emmerick from Baldwin& on Vimeo.
FullFrame, Dave the Dwarf from Baldwin& on Vimeo.
FullFrame, Handlebar Club from Baldwin& on Vimeo.
FullFrame, Movie posters/Newspaper
These did double duty as Newspaper ads and movie posters for theaters.
Virgin Atlantic, Love from Above
One of David’s last projects at McKinney, the job was to relaunch the airline’s premium economy section. This was a fully integrated idea based on the notion that your experience on Virgin was akin to being ‘loved’ compared to other airline carrier’s service. Or as we called it, Love from Above.
Virgin Atlantic from Baldwin& on Vimeo.
Nasdaq
David started working on Nasdaq two months before September 11th. You can imagine how much the business challenges changed in a matter of a few months. This is the first commercial in a campaign that finally helped Nasdaq make inroads against the NYSE. The stand created for Nasdaq was that they were ‘The engine that moves the world forward.’
Nasdaq Visionaries from Baldwin& on Vimeo.
Here are a few spots to show how the campaign has evolved over the years:
Nasdaq, US BioEnergy from Baldwin& on Vimeo.
Nasdaq, Starbucks from Baldwin& on Vimeo.
Nasdaq, E-Trade from Baldwin& on Vimeo.
Misc.
These are just a few of our favorite things from over a decade on the the Audi account.
This ad for the RS6
This for the Certified Preowned program.
Audi Racing heritage.
Audi Tracks from Baldwin& on Vimeo.
The Duel
Polaris makes a fine line of ATV’s and has been calling there’s the toughest ones around for a long time. Unfortunately, everyone else in the category says the same thing. Since we can’t get them to stop saying it, we thought, let’s challenge them to a Duel, the prize being the right to say it.
Polaris, The Duel from Baldwin& on Vimeo.
Click the corner of the video to see it full screen.
Segway Posters
After presenting this work, we actually got to drive around with Dean Kamen, one of our heroes. He talked about his vision for how Segway would transform societies, cities and our oil addiction by offering a revolutionary new option for personal transportation. It was inspiring and odd at the same time because we were driving around in Dean’s Hummer H1. Man, he loved his Hummer.
