This campaign targets women with overactive bladders where they live—in the bathroom.
We created the business-winning "NAPA Know How" campaign. We extended “NAPA Know How” into a unique, ownable brand across all platforms for NAPA. After all, "Advance Auto Parts Know How” doesn't quite have the same ring to it, or branding power.
TV
We evolved the NAPA KNOW HOW campaign after three years with the introduction of a new, offbeat spokesperson. Who better than nearly-dead roadkill to have a birds-eye view and “know how” of cars in need of new auto parts?
Social/Experiential: Breast Cancer Signature Car
During breast cancer awareness month, we gave NAPA Nascar fans the opportunity to raise money and awareness by adding the name of a loved one who survived breast cancer, or lost their battle to it, to the actual #56 NAPA racing car. For each name, NAPA made a matching contribution to a charitable organization that helps fight breast cancer.
The actual #56 Toyota at Michael Waltrip Racing in Charlotte, N.C.
When Burger King was not happy with its AOR, it turned to the Kaplan Thaler Group for help. Here are two of our successful promotion campaigns.
What if an insurance company could inspire you to worry less and do more? Liberty Mutual's way of insuring you was in freeing you up to enjoy more. That's the freedom of Liberty.
This Cannes award-winner uses a simple demo to show that Milk of Magnesia really, really works.
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Crowdster.com was a new start-up in an already crowded field of fundraising platforms. We re-skinned their website and did all their branding and advertising, right down to their booth at NY Fundraising Day, which included hiring the Naked Cowboy that helped make Crowdster "stand out from the crowd."
With this business-getting campaign, the phrase "sometimes you have to hit people over the head to get their attention" certainly proved correct using the branding element of the Australian boomerang. We followed up with a celebrity campaign that leveraged Outback's exclusive Australian authenticity with comedian Jermaine Clement.
Unique print campaign for dental floss.
Clairol’s Herbal Essences campaign of women having organic experiences in the shower (“Yes, yes, yes”) needed a fresh kick in its botanicals. We came up with the memorable “Urge to Herbal” campaign keeping the brand a feisty #2 to category leader Pantene.
"Making the world a better place to sleep" was the line of ours that won the business. And this emotional campaign proved Sleepy's set out to do just that, one mattress at a time.
TV
Outdoor
The mnemonic we designed for Panasonic helped win the business. As did this memorable spot we made for the pitch.
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For several years, we ran the Toys R Us business at Wells, and then helped bring it to The Kaplan Thaler Group as one if the new agency’s first new business wins. We came up with memorable image advertising and hard-hitting retail spots for “the biggest toy store there is. Gee Whiz”!
Banks are not built on assets, they are built on relationships. With the right relationship the world is wide open.
Unique, provocative platfiorms to promote Pepto-To-Go in places where people on the go would have to take notice.
“Get Your Revlon On” was the winning pitch campaign that wowed the cosmetics giant (and Ellen Barkin's ex-husband CEO Ron Perelman). The line uses the name of the product as a call to action, and the brand is indelibly un-attachable from the theme line.
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In these global unbranded campaigns, we make young adults aware of not just their risk for HPV, but HPV-related cancers.
The "Red Star" campaign, directed by David Fincher, celebrated the truth about the beer and “real” overheard conversations.