Gilt’s fame started in New York City with the noon flash sale, making it a cult among the fashionistas of this fashion-conscious city. So when we rolled the brand out nationally, we took that energy and made it into a kind of competitive sport for women everywhere. Following a successful launch we wanted to show how Gilt could become more than just the one-off sale—it could be a go-to partner for your personal style. The following year, while keeping the fun and recognizable iconography of the noon flash sale excitement, we launched the campaign “Make It Yours,” actively encouraging women everywhere to use Gilt to make their own style statements, not just to acquire desirable merchandise.
Secret had a new tagline—All Strength, No Sweat—and needed help showing the world they owned it while making a cultural impact at the same time.
As a swimwear start-up with a bold vision of inclusive beauty, but little money, Chromat motivated us to confront the clichés of beauty with an uncompromising new set of “Pool Rules.”
VitaminWater was a runaway, but niche success. With big ambitions, our idea was to change its image from “health drink” to an alternative to “big soda.” To do that, we challenged people not to just try something different but to be different and celebrate it.
Everyone talks about wellness but for some reason, it’s not part of the conversation surrounding periods. We changed this with Kali’s new “Bring Wellness Full Cycle” campaign.