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< Back Print Ads & Headlines A collection of traditional print pieces with great headlines. Print ad copywriting will always be one of my favorite pastimes. Project Gallery Previous Project Next Project

< Back Rock n' Awe - Cabo Wabo When Cabo was still about rock n' roll, this is how we treated loyal fans like rock stars. Cabo Wabo Tequila was in a state of transition, moving on from its Sammy Hagar identity and turning itself into a premium brand that represents the rock n’ roll lifestyle . The challenge: Create an experiential campaign that lets consumers experience the rock n’ roll lifestyle, without relying on music or celebrity endorsement. Concept The Rock n’ Awe experience was three days for winners to party like they were rock stars on tour, but without the burden of actually having to play a show or instrument. We flew winners into LA for a night of decadence on the strip. They then hopped on a bus that drove to Las Vegas overnight. When they arrived, they received VIP access at the casinos and bars to do as they pleased. Finally they hopped on a private plane and landed in Cabo San Lucas for a private beach party. The Rockin' Sweeps Winners were selected through a digital sweepstakes. The fun part was how we conducted entry at sampling events: Consumers gave us their “rock star name.” It was created by combining their middle name with their school’s mascot. (For example, mine would be Johnny Thundering Herd). My Specific Contributions: Developed the original Rock n’ Awe tour concept Assisted in the development of the sampling engagement tactic Wrote all content and copy for the program This was such a success, it became a flagship portfolio piece for the brand Project Gallery Previous Project Next Project

< Back Anheuser-Busch: The Pledge How we celebrated Anheuser-Busch's 30th anniversary of its landmark “Know When To Say When” campaign. Anheuser-Busch was looking for a way to celebrate the 30-year anniversary of its landmark “Know When To Say When” campaign. Back in 1982, it was the first time an alcohol brand had ever led a campaign to promote responsible drinking. We came up with “The Pledge” – a participatory campaign that encouraged the entire world to commit another 30 years of progress in responsible drinking. When someone visited nationofresponsibledrinkers.com and took “The Pledge,” their face, profile and location would go onto the interactive map in real-time. They could then share their commitment. Elements: Interactive website that showed people taking The Pledge in real-time. Mobile sign-up via iPads at events, like the MLB All-Star Game. Social media promotion. Series of internal Pledge events at Anheuser Busch breweries and wholesaler operations. Billboards including a Times Square experiential activation Full-page USA Today ad. Social Media Establishment: The success of this campaign allowed us to then takeover the brand’s corporate Facebook presence. I developed content and wrote a social media guide for the brand. We grew from a few hundered to 600,000 fans in just one year. My Specific Contributions: Developed the concept, wrote the presentation deck and led the presentation Wrote the copy for all elements, including the website, USA Today ad, radio scripts, the actual “pledge” and social media content Assisted with logistics and event flow, including the Times Square activation Assisted with overall digital strategy and user experience Assists with the management of the brand’s social media presence and content strategy Wrote the social media guide for the brand Project Gallery Previous Project Next Project