3 PRINT CAMPAIGNS + How I skin a cat

Burger King:  "You're King Material"

A recruitment campaign targeting Everyman. And Everywoman.

And so the King decreed that I summon candidates whose profiles ranged from teens seeking a character-building first job...to moms desiring a secondary income...to Seniors who still wish to be in the public loop. A grand challenge, indeed! The mood had to match the "Kooky King" attitude established in the national consumer campaign -- yet be different enough to set it apart. I thereby coined the phrase "You're King Material," and poured forth the campaign herein, of which you see numerous fine posters and a print ad execution.

"Fun with a future" was the order of the day. The campaign delivered. So much, that it was hailed throughout the land, garnering huzzahs from Media & Advertising columnist Stuart Elliott of the New York Times, no less!

The King was pleased.

ConocoPhillips: "Careers with Energy"

Where to turn when your career is stuck in idle?

It happens. Especially in the early stages of a career, when you find yourself going nowhere. Fast. So where do you turn when you're young, ambitious and itching to speed ahead?  Hello ConocoPhillips.

​My charge: To create a print campaign that communicates ConocoPhillips as a company whose energy matches that of those driven career-seekers. And do so with images, words and a tagline that tap into the kinds of things that get them pumped.  ​

Chicago Bridge & Iron Company: Blue Collar Pride

Talk about upward mobility!

Not everybody's goal is to work in a cubbyhole. Or even in a corner suite surrounded by floor-to-ceiling windows. Some actually crave spending their nine-to-fives in the open air. Balancing on steel girders. High in the sky.
 
Topping my thinking cap with a hard hat, I hammered out the print campaign below, creating headlines that conjure up white collar images to contrast with breathtaking visuals of blue collar bravery. The result: a campaign evoking a deep sense of pride within these courageous souls along with a desire to work at a company that has their backs. And where coming to work promises to never, ever be just another day at the office.

How I skin a cat

There probably is more than one way to skin a cat, as the saying goes. But I can't imagine myself ever doing that. (Me-Ewww!) However, when approached with the challenge of coming up with campaign ideas, I do enjoy exploring more than one angle. As I have in the 3 ways below for Adventist Cardiovascular Network. (Me-Wow!)