The Our World Changes Yours campaign fell out of Peter Mayer’s defense of its AOR status with Audubon Nature Institute. As Creative Director, I played a central role in the winning pitch presentation as well as the concept creation and all resulting extensions in broadcast, digital, OOH and environmental.
I grew up with a deep fascination and love of the natural world. In New Orleans, we’re really lucky to have a world-class zoo, aquarium and insectarium at our disposal. This project was a dream come true for a kid who grew up spending almost all his free time wandering around the woods. It was that sense of childlike wonder that inspired this body of work.
Building on the success we had with CenturyLink’s contextual preroll, we crafted a series of Questions our wild friends provided answers to. These were trafficked exclusively on YouTube.
We had a number of great executions in OOH including streetcar banners, taxi tops and bus shelters. But the boldest execution came in the form of a giant atlas beetle!
Environmental / Retail Juxtaposition
One of the funnest executions the team came up with was placing signage adjacent to retail establishments. We didn’t ruffle any feathers, but sure got some good laughs!