David Boensch

There's So Much More to Make

This is a campaign of possibilities. A campaign of can. Of progressing culinary passion and skill and daring, and venturing fearlessly into the edible unknown. KitchenAid believes that, when you have real culinary passion and a kitchen full of stainless steel sous chefs, the possibilities are infinite.

Television – For KitchenAid cooking is about diving in and doing more. These are stories of the endless adventures inspired cooks and KitchenAid have together.

Social – To create enthusiasm, we had influential food bloggers take on 60 killer challenges of our own creation and show our inspired KitchenAid fans how to do it themselves. Each week, a new "More to Make" Challenge took over our social properties-- on Facebook, our cover and profile photos featured a challenge and the KitchenAid tool needed to tackle it-- and fans were driven to the Kitchenthusiast Blog at kitchenaid.com for pictures, videos, and can't-miss instructions.

Print – Culinary enthusiasts love flipping threw glossy magazines like Bon Appétit and Food & Wine looking for inspiration. We didn't disappoint them.

Tablet – We created interactive ads for consumers using sites like Cooking Light, so they could get inspired and learn facts about KitchenAid products. In turn, we got them farther down the funnel.

Digital Banner – When adventurous cooks go online seeking new recipes, KitchenAid was there encouraging them to take on whatever dish they dare to take on.

Web and Mobile – We brought our message of culinary adventure to the site as well as providing consumers with product specs to help them make informed decisions when choosing their stainless steel sous chefs. With mobile, we made it easier for them to know where to buy KitchenAid products near them.

Ball Girl Video

This digital video went viral –generating over 7 million organic views on YouTube® the first week it broke. It was featured in Adweek and Ad Age. The mainstream press added to the virality. Stories appeared in The Wall Street Journal, LA Times and Chicago Tribune. TV's Good Morning America, Ellen and ESPN. Ball Girl earned Best of Show Award at the OMMA awards.

Shattered

Gatorade® developed Endurance Formula to help prevent the devastating effects dehydration can have on athletes. The spot illustrates this so effectively it was featured on AdCritic as Spot of the Day, made the short list at Cannes and won an Addy and an AICP Award for SFX.

Chemistry

Gatorade® and water go head-to-head in this stylish dramatization of a scientific study done by Gatorade Sports Science Institute. Ad Age's Creativity named it Spot-of-the-Week. It also helped to garnered double-digit growth and an Effie the year it ran.

Just Wrong

Reminding tweens that to perform like the pros, they need to drink what the pros do. They need Gatorade. Anything else just seems wrong.

Print – We ran print ads in Sports Illustrated, ESPN, and SI Kids to great effect; winning readership awards as well as market share.

Publicity – Days after our campaign broke, Jimmy Kimmel ran this clip on his show. Was it a coincidence? Not so much.

Spice Right

When you compromise on your spice, you compromise on flavor. That's why you owe it to yourself, and your food, to Spice Right. When you use Spice Islands you start every creation with the purest spices, herbs, and seasonings the world has to offer.

Print – These mouthwatering ads set the tone for the whole campaign as they ooze flavor and painstaking attention to detail.

Digital Pre-Roll – Placed perfectly before foodie centric content, these :15s remind cooks that when you start with the best ingredients you get the best results.

Digital Banners – Synched banners on Foodnetwork.com tell a compelling story of elevating the food you cook by choosing the best seasoning you can buy.

In-store – This digital in-store uses a simple SMS text to have a $1.00 off coupon sent to your phone as well as a shopping list for the recipe featured on the in aisle signage. The butcher bounce-back stickers incentivize shoppers to head to find Spice Islands to make their meal more flavorful.

Spice Right App – Enables users to get a number of recipe ideas by either choosing the main ingredient or the Spice Islands spice you have in your pantry.

Set For Life

There always seems to be a reason to put our life’s plans on hold – a lack of money or time; maybe just trouble overcoming inertia. But if you won Set for Life’s $10K a month for 25 years, you could put all your regrets behind you and say goodbye to Coulda’, Woulda’ and Shoulda’.

Television – To open players’ eyes to the possibilities, we personified Coulda’, Woulda’ and Shoulda’ in the form of a boy band. Then we asked them to serenade our player with a heart-felt break up song empowering her to do all the things she's put off.

Point of Sale – We created cooler clings and drink mats that invited customers to leave their regrets behind.

Banner Ad – In our online advertising we issued a Dear John Letter to all of life’s missed opportunities.

Regret-free Music – We also offered Pandora and Spotify listeners interuption-free listening for watching our ad.

Frenzy

By February everyone is ready for a break from dreary winter weather. So we positioned Frenzy Scratch-offs as a thrilling antidote, packed with so many ways to win that the excitement of playing literally bursts into the world. The ensuing launch resulted in the best sales of any scratch-off game in Hoosier Lottery history.

Rich Media – We created mood enhancing ads to give players a chance to explore the entire family of Frenzy scratch-offs to find the one that suits them best.

Desktop – This Weather.com page take-over offered users a cheerful alternative to the icy grey forecasts of winter.

Digital – Our mobile ads on Weather.com offered users a close-by antidote to the dreary forecasts. Our rich media units used fictional news to point out that though the weather maybe unrelenting, fun and excitement can eclipse the worst winter doldrums.

Social – Using a Facebook carousel unit we featured a colorful personality correlating to each ticket in the Frenzy scratch-off family.

Point of Sale – Amidst the grey slush of winter, we adorned C-stores with colorful Window Signage, Drink Mats, and Floor Graphics.

Television – We showed viewers that by scratching a Frenzy ticket, they could release their cabin-fever induced energy into a brilliantly lit, wildly colorful landscape -- pulsing with music, life and fun.

Social Activations

Lottery players index high for online gaming and engaging with social media, so we put aside typical social tactics and brought some interactive fun along with a little edu-tainment to users' feeds.

Million Dollar Prize Pool 360°– Summer is short. To compel Hoosiers to seize the moment, we used Facebook’s panorama posts to show them just how fleeting it is. Users experienced a sunny summer day giving way to night in seconds. Then we reminded them that Million Dollar Prize Pool is an easy way to add some summer fun anytime.

Black Pearl Now & Later Game Canvas Ads – What better use of the richness offered by Facebook’s Canvas Ads than to introduce a multi-layered lottery game no one has ever played? Not only were we able to increase awareness, we also provided a deep dive into the details of how to play this new two part game.

QuickDraw – When Hoosier Lottery added the Bulleye feature to the QuickDraw game, players needed to know that their favorite game didn’t just get improved; the enhancement went way beyond that.

Hoosier Lotto – Indiana’s Lotto game offers several game features that weren’t fully understood by players, so we set out to create several low-budget social videos to illustrate exactly what each enhancement offered them.

Stir It Up – Cereal has become a predictable staple. When asked about our breakfasts, we often apologize saying, "Oh, I just had cereal." Together with Kellogg's®, we're helping to make cereal interesting again, by leveraging foodie culture and consumer's desire for personalization. An interactive quiz offered users a way to discover their perfect cereal recipe. We made sure our website was equipped with search filters that inspired users to explore flavor combinations.

Social – Our tweets touted the myriad of flavor combinations and recipes Stir It Up offered and drove users to our quiz and site to find the one perfect for them.

Our Buzzfeed-like quiz probed users on morning routines, taste preferences and not only delivered an innovative cereal recipe perfect for them, but also awarded badges of honor reflecting the user's "morning personality".

Website – To renew interest in cereal, our site leaned heavily on visuals portraying cereal and all the accoutrements as fresh and natural. We offered search filters to help users find their perfect recipe and conveyed ease of preparation through use of simple visual recipes.

Pinterest – The Stir It Up pinterest boards feature dozens of ways to make cereal less predictable and more satisfying. To see them click on the visual below.

Special K® – Berry Amoré

Consumers love Special K's Red Berries for one reason, the berries. Fans loved them so much they asked Kellogg's for more. So Special K did them a solid and added more berries. Consumers celebrated and we amplified this love-fest through a social campaign aptly called Berry Amoré.

Tweets – More berries. More to love.

Evening Snacking

To fortify cereal consumption, we encouraged a consumer behavior that many partake in but few talk about – night time cereal snacking. We used our social channels to remind consumers of the awesomeness of munching sweet crispy flakes in cold milk while watching their favorite video content.

Facebook Posts – Whether leveraging the fandom of binge-worthy Netflix® video content, Shark Week or major sporting events, we prompted consumers to remember there is nothing sweeter than eating a bowl of Kellogg's cereal and watching their favorite content. Even though our posts were organic most struck a chord with our fans and followers.

The Baker's Dozen

To contemporize this brand, we leveraged its classic strengths in a very non-traditional way. We said long live the "new" original artisans and found 12 purveyors of bread-making done right. Together we told the world that the time, the craft and the quality you put into something are as important as the ingredients. And then, we scoured our fan base for lucky number thirteen.

Launch Event – We announced our plans to engage twelve influential bakers to help us celebrate the craft of artisanal baking at the BlogHer® conference for good reason. We were looking for our thirteenth baker to round out our Baker's Dozen and wanted to popularize our search. Where better to amplify our news than in front of hundreds of similarly minded blogger-bakers?

Facebook – Once Fleischmann's Yeast used content from its dozen baking pioneers to help everyday bakers bake their way to their best selves, we began to look for the lucky thirteenth. Using our social channels we asked our fans whose worthy. If they or someone you know had the craft, the patience, and the passion to round out our Baker's Dozen we told them to enter for a chance to win a KitchenAid® kitchen suite and the opportunity to share their ability to bake with the rest of world.

Content Creation / Curation – With a dozen bakers creating beautiful artisanal content, we had a bounty of compelling expertly-crafted assets to offer everyday bakers looking for answers and inspiration. How-to sites like YouTube and Pinterest were natural places to share our expertise and gain further trust increasing our fan base.

Rich Media / Tweets – As an industry, we talk at length about how social channels enable brands to interact with consumers, but most brands do little to solicit conversation with their fan base. This expandable rich media unit does exactly that. Running on relevant baking and cooking sites, Fleischmann's invites home bakers to ask one of their twelve experts for baking advice. The experts respond via twitter in a timely manner and more often than not the conversations continue, making Fleischmann's Yeast a brand bakers turn to and trust.

Paid Search – While not the sexiest way to get to the top of the consideration set, if done properly it can be very effective. Promoting relevant and interesting video content is a great way to become a go-to brand.

Web – Fleischmann's Yeast also used its "owned" channels to promote the Baker's Dozen campaign to the thousands of bakers already using their site.

Call for Entry – Fleischmann's Yeast used content from its chosen twelve baking pioneers to help everyday bakers bake their way to their best selves. Then we began our hunt for the lucky thirteenth. Targeting specific Twitter users that posted tweets about baking, we prompted them to consider potential nominees. We also used Facebook to target users who demonstrated a keen interest in baking.

The Brickyard 400

When Nascar changed its race format from long grueling competitions to races compromised of three shorter stages, they knew it would result in action-packed competitions that would be more brawl than race. So we took our cues from vintage boxing posters to let fans know there was going to be a rumble in Indianapolis.

Out of Home – Bold billboards promised more fender-to-fender action than ever before.

Social – Our posts not only touted non-stop automotive combat, they also rallied fans around their favorite drivers.

Television – While consistently gritty, the TV also features single elements splitting into three to visually underscore the new three stage racing format.

Michelob Golden Light®

Lake My Day

If you're Minnesotan you know your state’s number one beer celebrates your one-of-a-kind lifestyle. So whether you’re supporting “the State of Hockey’s” favorite team or reveling in the arrival of the long awaited summer, you also know that when you have a Michelob Golden Light in your hand, “You’re Golden”.

Lake My Day Promotion – When winter finally leaves the land of ten thousand lakes, you want to make the most of it. So what could be better than time by the lake? Answer: Picking up some Michelob Golden Light before head up and winning a paddle board, pontoon boat or a luxury cabin get-away by simply texting “LakeMyDay” to 78896.

On-premise Point of Sale – Coaster, table tent, retail signage. condiment caddy, bucket wrap, pint glasses

Retail Display Enhancers – In-store banner, give-away cooler, dock end-cap display, faux pontoon display

Official Beer Sponsor of the Minnesota Wild

When Minnesota’s best-loved beer became the official beer sponsor of Minnesota’s best-loved team, we knew big things would happen.

Social Videos – We connected with fans like never before. Page “Likes” grew by 23% and engagement rose to twice Anheuser Busch norms to 5%. 8 months in, we noticed audience tone had shifted from passive viewing to active brand advocacy.

On-Premise Point of Sale – Table Tent, In-bar Plinko Hockey Game, Special Team Packaging, Condiment Caddy, Bucket Wrap, Retail Banner, Cooler Cling

Puppy Love – Better Homes and Gardens Realty® knows how to do real estate better. And people know it. This heart-broken neighbor girl, played by a young Anne Hathaway, has her hopes for summer romance dashed by the best real estate company around. Adweek® featured this ad in the Top 50 spots of the year.

Monks – Sprint Yellow Pages® knows some sins require penance, no matter how small, especially those that effect others. When this spot broke Adweek® featured it, kids re-created it for Halloween and it was featured on TV's The World's Funniest Commercials, as well as garnering a Clio.

Trade – BMO Harris Bank® shows how little knowledge children possess when it comes to money and offers parents a way to help change this with a fun educational program that teaches their children about personal finance.

Bam Bam – Banana-flavored Quaker Oatmeal®. A charming great ape. And the Academy Award-winnning director Errol Morris. This is the recipe for something very special.

Banquet Print – In the midst of the great recession of 2008, Conagra had the courage to acknowledge a human truth. Though Americans were struggling, their families still need the reassurance of a warm meals. Banquet frozen dinners were there to help nourish their growing families.

Bayer Ag – Admire is a pesticides that harnesses nature to curb one of nature’s most confounding pest, White Flies. It uses extracts from marigolds to short circuit the nervous systems of white flies when they light on produce. The great illustrator Jack Unruh lent us his immense talent to show farmers exactly how it works.

Mitsubishi Electric – Climate comfort, though necessary, comes at a cost both monetarily and environmentally. This campaign challenges consumers to reconsider the traditional way they cool their homes. HVAC labors to cool the entire home consuming vast amounts of energy to do so; making it a thing of the past. Mitsubishi cooling offers a fresh alternative that is far from traditional.