The Work

Campaign Case Studies

AI generated poster showing two aliens in a Kentucky neighborhood

Why Kentucky’s tourism department is highlighting the state’s ‘creepy’ side

Ad agency Coomer is supporting this campaign.

Collage of social media posts about Behr Paint Company

How Behr engages DIYers on TikTok

In its most recent effort, the brand gained more than 42,000 new TikTok followers.

Woman holding Lysol can

Lysol created an ‘Air-aoke’ pop-up to fight germs spread via singing. Here’s why

The campaign involved actress and singer Christina Milian and musician SidClusive.

Get Joy

How Get Joy saved this year’s Tompkins Square Halloween Dog Parade

The dog wellness company stepped in after the parade almost didn’t happen.

Subway blimp restaurant

10,000 people apply to eat in Subway’s ‘restaurant in the sky’

Subway took some fans 1,000 feet above ground in a 180-foot-long blimp.

Travis and Jason Kelce arm wrestling over can of Campbell’s Chunky soup

Campbell’s Chunky was running a campaign with Travis Kelce, and then Taylor Swift entered the picture. Here’s how the brand responded

The soup brand was “big time” concerned about the Swift-Kelce market becoming oversaturated with content.

Man holding White Claw can in shoulder sling

How White Claw is breaking into fashion culture

The hard seltzer brand found a creative way to show up at New York Fashion Week.

Queen Latifah in Novo Nordisk ad

How Ozempic maker Novo Nordisk is reducing stigma for people living with obesity

The drug maker is promoting ‘inclusive obesity care’ with help from Queen Latifah.

We're Safety Now Haven't We album cover

Why the Consumer Product Safety Commission dropped a music album

The album’s tracks encourage teens and young adults to take safety measures.

Woman riding on giant Cheetos ride

Frito-Lay invited snack fans to conquer a wild bucking Cheetos bull. Here’s why

The brand wanted to connect with its “courageous, thrill-seeking fans.”

Many people walk around an indoor Stanley popup display

How Stanley is using pop-ups to reach consumers

The food and drinkware brand held its latest pop-up event at Venice Beach.

Person pressing giant esc button sculpture

Why WellingtonNZ planted a giant ‘Esc’ button in New York City

The key appeared at Big Screen Plaza, an outdoor space in Manhattan, last month.

Three men holding Eric Emanuel branded bags

Inside fashion designer Eric Emanuel’s collaboration with the American Red Cross

The nonprofit wants to reach young people to foster a new generation of blood donors.

Image from Allianz's World Cup campaign

Like kicking a square ball: Allianz highlights the challenges facing female athletes

That symbolism was the key to Allianz’s World Cup-tied campaign.

Sour Patch Kids candies in band uniforms

Sour Patch Kids gets creative with HBCU marching bands

The candy brand wants to empower students who are the next generation of changemakers.

People eating at table

Sara Lee Bread offers hungry families Table of Love

The brand is trying to connect with moms by ensuring that their families have enough to eat.

Mario-branded Oreo cookie next to Super Mario

Inside Super Mario’s partnership with Oreo

The campaign team saw “strong parallels” between what both brands offer to their fans.

CSAA Insurance Group's boy band

Why an insurance company created a boy band supergroup

The group, Boys No More, includes stars from popular ‘90s bands.

Parent and child holding Paw Patrol plush doll

How ‘Paw Patrol’ marked its 10th anniversary

The campaign focused on the show’s international reach.

Chili's Wedding Catering card

‘Guess we do that now’: How Chili’s got into wedding catering

The restaurant chain picked up the catering bill for three couples’ weddings.

Crisis Corner

Members of the striking Coalition of Kaiser Permanente Unions

Timeline of a crisis: Kaiser Permanente delicately negotiates with striking workers

The healthcare provider focused its messaging around “coming together” to find a mutual solution.

Apollo for Reddit app on AppStore displayed on a phone screen

Timeline of a crisis: Moderators revolt against Reddit after hefty API changes

How the Ask Me Anything community site reacted to pushback over its pre-IPO plans to become more grown up.

People line up outside of a Silicon Valley Bank office

Timeline of a crisis: Depositors flee en masse after Silicon Valley Bank stumbles on messaging

Financial jargon and a plea to “stay calm” helped fuel the second-largest failure of a financial institution in American history when SVB collapsed in early March.

Balenciaga office

Timeline of a crisis: Balenciaga stumbles as it walks back questionable campaign images

The fashion house's multiple apologies for controversial imagery used in its recent campaigns have come with empty pledges and little substantive follow-through by the fashion brand.

Kyrie Irving speaks during an ESPN interview

Timeline of a crisis: Brooklyn Nets discipline star Kyrie Irving

The NBA franchise condemns point guard Kyrie Irving’s anti-semitism with vigor.

Bed Bath & Beyond storefront

Timeline of a Crisis: Bed Bath & Beyond fumbles inflated stock price and leadership shuffle

After a top-five shareholder reshuffled Bed Bath & Beyond’s leadership deck before cashing out, the home goods retailer’s stock prices soared before crashing, with a class action lawsuit and a death as collateral damage.

Crowded airport terminal

Timeline of a Crisis: Delta Air Lines navigates perfect storm of summer travel woes

Operational obstacles amid a boom in flight bookings threw Delta’s service up in the air.

Video screen shot of Elon Musk talking about Starlink

Timeline of a crisis: Elon Musk and Starlink step up to the plate for Ukraine

The SpaceX CEO made an altruistic decision to quickly provide Ukraine with internet after a tweet from a high-ranking official.

CDC website showing COVID-19 virus concept art

Timeline of a Crisis: The CDC muddles the messaging

The health organization caused confusion and irritation with inconsistent policy change and muddled messaging with the onset of the Omicron variant of COVID-19.

Timeline of a Crisis: Meta tries to save face during a defining PR crisis

Denying wrongdoing and responsibility, Meta’s rebranding fails to address serious problems, corrosive to democracy and a civilized society.

Timeline of a Crisis: OnlyFans backpedals on porn ban but fails to move forward

Although OnlyFans is thriving financially, it failed to transform its business, reputation or investor relations, where it seemingly had made some progress.

Timeline of a Crisis: ExxonMobil CEO’s attempt to clean up lobbyists’ spill

Video leaked of lobbyists saying the company was undermining Biden's climate push.

Timeline of a crisis: Burger King gets burned

The fast food giant was under fire after campaign suggests ‘women belong in the kitchen.’

Timeline of a crisis: Cyberpunk 2077

The video game took 7 years to hit the shelves, but it still left fans dissatisfied.

Timeline of a crisis: Wells Fargo CEO’s victim-blaming gets torn apart online

Wells Fargo’s Charles Scharf was criticized heavily after victim-blaming Black people in regards to talent recruitment.

Timeline of a crisis: Lack of transparency fuels unrest over Kenosha shooting

The escalation of turmoil in Kenosha is the latest instance of social unrest triggered by law enforcement.

Timeline of a crisis: Facebook fails in response to ad boycott

Civic groups 'disappointed' after meeting with CEO Marc Zuckerberg as more than 300 companies take part in boycott.

Timeline of a Crisis: The British royal family had another annus horribilis

Scandal after scandal has left the Royal Family scrambling this past year.

Timeline of a crisis: The We Company's IPO-plosion leaves reputation in tatters

It's very likely no amount of good PR could've saved the co-working startup.

Timeline of a crisis: Walmart takes aim at gun violence in America

What the retailer did right in its response to shootings at stores.