Dr. Martens Footwear
This campaign was named one of the top 25 print campaigns of the 1990′s. It’s nice to see that it still holds up today. One of the interesting things about this work is that even though it’s a long copy campaign, and even though the call to action is at the very end of copy, the ads were generating over 50,000 phone calls a month. This proves Howard Gossage’s assertion, once and for all, that people don’t read ads, they read things their interested in.
One of our philosophies about long copy, in fact, is that even though people may not always read copy, consumers appreciate that a company has something to say about their products and their brand. In essence, a long copy ad works much the same as a short copy ad as long as people understand the message. They don’t have to read the whole ad to understand it. This is from David’s time at Cole & Weber, Portland, OR.
This last one is a trade ad for Dr. Marten’s distributor, our client, London Underground.
London Underground Trade ads
This is a trade campaign David did at Cole & Weber for London Underground. At the time they were only one of the distributors of the shoes in the USA and this campaign helped them become the official US distributor.
It’s a good example of our philosophy on Trade advertising. Most companies seem to forget that their audience are human beings when composing messages for their industry or category. They tend to speak in jargon thinking that because it’s the industry’s lingo. Our feeling is that you should always treat your customers and clients like the people they are. They still like to laugh. They still respond to emotion. They don’t cease to be dynamic living human beings when thinking about their jobs.
These ads were part of an effort that propelled LU into becoming the number one US distributor and overwhelmed their offices with phone calls and product requests.
*Work produced at Cole & Weber, Portland
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.*
*Work produced at McKinney
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.
FullFrame, Movie posters/Newspaper
These did double duty as Newspaper ads and movie posters for theaters.
Polaroid
Back in the day, Polaroid was an incredibly important tool for all kinds of businesses from photographers to cops, not to mention the victims of crime. Here are just a few of David’s favorite Polaroid pieces. All of the Polaroid work was B-to-B and is a great example of our philosophy on doing trade work. Never forget that people working in any category or channel are human beings first and customers of the category second. They will always react to messages of emotion and understanding in the same way they would in their ‘civilian’ lives. Most companies seem to forget this.
These were aimed at Professional photographers and artists to let them know that Polaroid film was an amazing experimental medium. They actually outperformed a direct marketing campaign that ran alongside them because they hit a nerve with creative people.*
These next pieces are aimed at law enforcement. Turns out you have a better chance of getting a conviction if you capture the evidence immediately.
*Work produced at Leonard/Monahan
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.
*Work produced at McKinney
Charisma
This campaign was for Charisma’s 500 thread count sheets and exquisitely soft towels.*
*Work produced at McKinney
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.
audi A4 relaunch
The A4 was always about being fun to drive.*
Audi, Wind from Baldwin& on Vimeo.
*Work produced at McKinney
Audi A8 Launch
Audi had no credibility in the D-class segment against especially against Mercedes, BMW and Lexus. But the new A8 was about to change all of that. This was a campaign utilized everything from traditional advertising to events to finally, a television show on A&E.*
Audi A8 Launch from Baldwin& on Vimeo.
This is an 8 page insert that went along with the program.
*Work produced at McKinney