http://www.xanthehohalek.com Xanthe Hohalek | Creative Director Thu, 13 Oct 2011 01:44:38 +0000 http://www.xanthehohalek.com en http://www.xanthehohalek.com/Pepsi-Summer-Pepsi-Throwback http://www.xanthehohalek.com/following/xanthehohalek.com/Pepsi-Summer-Pepsi-Throwback Thu, 13 Oct 2011 01:44:38 +0000 Xanthe Hohalek | Creative Director 1261672 "Santa Dancing" CW: Michelle Lewis AD: Chris MacNeil CD: Xanthe Hohalek GCD: Brett Craig Dir: Joe Pytka "Uncle Teddy" CW: Chris Jones AD: John Baker CD: Xanthe Hohalek GCD: Brett Craig Dir: Pytka Pepsi Throwback Pepsi Throwback turned out to be one of Pepsi's biggest selling products in 2009. Made with natural sugar it harkens back to a simpler, tastier time. Using the brand platform of "refresh" felt like an easy fit for this spot while leveraging our relationship with the NFL. AD: Jamin Duncan / CW: John Witting ACD: Xanthe Hohalek / GCD: Brett Craig http://www.xanthehohalek.com/Bare-Escentuals http://www.xanthehohalek.com/following/xanthehohalek.com/Bare-Escentuals Tue, 13 Sep 2011 05:39:22 +0000 Xanthe Hohalek | Creative Director 1994657 BE A FORCE OF BEAUTY: When we won the Bare Escentuals account, we knew there was a huge opportunity to do something big in the sea of sameness - the beauty category. What started as a well-penned line became a big idea, executed across all channels. LAUNCH PRINT MANIFESTO: <img src="http://payload.cargocollective.com/1/0/4041/1994657/BE_beaforceofbeauty_090111-18_7_640.jpg" border="0" width="640" height="429" width_o="670" height_o="450" src_o="http://payload.cargocollective.com/1/0/4041/1994657/BE_beaforceofbeauty_090111-18_7_o.jpg" align="left" /> AD: Jenn Tranbarger CW: Michelle Lewis CD: Xanthe Hohalek THE BLIND CASTING: Models and actresses get a bad rap - as just pretty faces. Having worked in the business, we were determined to find women who were much more to represent the campagin - women that were true forces of beauty. We wanted to find the beauty in a sea of pretty. To that end, we went about casting in a different way. So we started by creating a space where the women wouldn't feel pressured by being evaluated by the looked. And we weren't distracted by their looks. Hence, the blind casting idea was born. For three days, we just listened from behind a wall to over 78 women tell their stories. From those women, we booked 5 forces of beauty without every seeing their faces. THE BLIND CASTING TRAILER: <img src="http://payload.cargocollective.com/1/0/4041/1994657/P1210245.JPG" border="0" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/0/4041/1994657/P1210245_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/P1210248.JPG" border="0" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/0/4041/1994657/P1210248_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/P1210253.JPG" border="0" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/0/4041/1994657/P1210253_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/P1210254.JPG" border="0" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/0/4041/1994657/P1210254_o.JPG" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Bare Escentuals.jpg" border="0" width="640" height="427" width_o="640" height_o="427" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Bare Escentuals_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/P1210251.JPG" border="0" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/0/4041/1994657/P1210251_o.JPG" align="left" /> LAUNCH ANTHEM :30 "Pretty is not enough" In order to position the brand's message, we used our forces of beauty speaking to camera in a direct and authentic way. LAUNCH FOUNDATION AD: "Lauren" LAUNCH PRINT & THE BEAUTY MARK Building on our idea to make "a beauty ad that showed inner beauty as well as outer beauty," our resident genius digi guru Niki Weber came up with the idea of the "beauty mark" - a custom QR code that would activate a mobile site showing a film about her as well as the makeup look she was wearing. <img src="http://payload.cargocollective.com/1/0/4041/1994657/BE_beaforceofbeauty_090111-20_6_640.jpg" border="0" width="640" height="428" width_o="670" height_o="449" src_o="http://payload.cargocollective.com/1/0/4041/1994657/BE_beaforceofbeauty_090111-20_6_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.48.29 PM_640.png" border="0" width="640" height="430" width_o="670" height_o="451" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.48.29 PM_o.png" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.48.36 PM_640.png" border="0" width="640" height="430" width_o="670" height_o="451" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.48.36 PM_o.png" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.48.45 PM_640.png" border="0" width="640" height="778" width_o="670" height_o="815" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.48.45 PM_o.png" align="left" /> THE BEAUTY MARK: <img src="http://payload.cargocollective.com/1/0/4041/1994657/BE_beaforceofbeauty_090111-30_640.jpg" border="0" width="640" height="297" width_o="670" height_o="311" src_o="http://payload.cargocollective.com/1/0/4041/1994657/BE_beaforceofbeauty_090111-30_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/BE_beaforceofbeauty_090111-32_640.jpg" border="0" width="640" height="400" width_o="670" height_o="419" src_o="http://payload.cargocollective.com/1/0/4041/1994657/BE_beaforceofbeauty_090111-32_o.jpg" align="left" /> LAUREN'S BEAUTY MARK FILM: We made a film for each of the 5 women featured in the campaign. Lauren was the first. We also posted personal photos from our Forces of Beauty on the site as well as details on their makeup look and a way to locate Bare Escentuals stores. <img src="http://payload.cargocollective.com/1/0/4041/1994657/BE_beaforceofbeauty_090111-33_640.jpg" border="0" width="640" height="392" width_o="670" height_o="411" src_o="http://payload.cargocollective.com/1/0/4041/1994657/BE_beaforceofbeauty_090111-33_o.jpg" align="left" /> DARLENE'S BEAUTY MARK FILM Having her first kid at 40 and her second kid at 45, we were all struck by Darlene's independence and bravery. The more she talked, the more we loved her. KERI'S BEAUTY MARK FILM Keri was the first person we heard on the first day of casting. She told funny and also compassionate stories about her kids - even describing her brood as "two kids and one monster." Her warmth was tangible and it was easy to mark her as a top pick for the campaign. MELANIE'S BEAUTY MARK FILM: Melanie's sheer determination to accomplish her incredible goals knocked our socks off. Graduating from Stanford as student body president was no small feat. She's also a blackbelt in karate, a Bollywood dancer and improv comdienne. DARLENE'S BEAUTY MARK FILM: An avid environmentalist, Darlene's undeniable passion for the plants, trees and wildlife around her struck a chord with all of us. She helped green the Democratic national convention and she works in sustainability projects. READY LAUNCH: For the launch of bareMinerals® READY™ Eyeshadow, we created an ad featuring our Force of Beauty Melanie lighting up a room with her humor and wit. READY™ Eyeshadow Print <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.49.04 PM_640.png" border="0" width="640" height="429" width_o="670" height_o="450" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.49.04 PM_o.png" align="left" /> READY™ Eyeshadow Digital Banners: <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.50.31 PM_640.png" border="0" width="640" height="363" width_o="670" height_o="381" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.50.31 PM_o.png" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.50.47 PM_640.png" border="0" width="640" height="563" width_o="670" height_o="590" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.50.47 PM_o.png" align="left" /> FACEBOOK: We created a digital engagement strategy that broke down into 5 distinct pushes. We started with the manifesto and after a month or so introduced "Share the Force" where users could celebrate their friends' Force of Beauty on Facebook walls. Stats: In the first 15 days since the launch, we increased our Facebook fan base by 58,000. <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.49.37 PM_640.png" border="0" width="640" height="796" width_o="670" height_o="834" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.49.37 PM_o.png" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.49.30 PM_640.png" border="0" width="640" height="797" width_o="670" height_o="835" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.49.30 PM_o.png" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.50.11 PM_640.png" border="0" width="640" height="694" width_o="670" height_o="727" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.50.11 PM_o.png" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.50.04 PM_640.png" border="0" width="640" height="641" width_o="670" height_o="672" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.50.04 PM_o.png" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.49.54 PM_640.png" border="0" width="640" height="670" width_o="670" height_o="702" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.49.54 PM_o.png" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.49.45 PM_640.png" border="0" width="640" height="798" width_o="670" height_o="836" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.49.45 PM_o.png" align="left" /> DIGITAL BANNERS: <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.51.03 PM_640.png" border="0" width="640" height="363" width_o="670" height_o="381" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 6.51.03 PM_o.png" align="left" /> PRESS: We received a great amount of press on the Force of Beauty campaign idea so far. We've been picked up by the NY Times, SF Chronicle, Refinery 29 and Allure to name a few as well as a number of independent blogs. Here are a few of them: <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 7.20.55 PM_640.png" border="0" width="640" height="1314" width_o="670" height_o="1376" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 7.20.55 PM_o.png" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 7.21.35 PM_640.png" border="0" width="640" height="1242" width_o="670" height_o="1301" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 7.21.35 PM_o.png" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 7.20.27 PM_640.png" border="0" width="640" height="1262" width_o="670" height_o="1322" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 7.20.27 PM_o.png" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 7.22.08 PM_640.png" border="0" width="640" height="1208" width_o="670" height_o="1265" src_o="http://payload.cargocollective.com/1/0/4041/1994657/Screen shot 2011-10-12 at 7.22.08 PM_o.png" align="left" /> http://www.xanthehohalek.com/Diet-Pepsi http://www.xanthehohalek.com/following/xanthehohalek.com/Diet-Pepsi Tue, 05 Jul 2011 13:42:55 +0000 Xanthe Hohalek | Creative Director 1685209 "Beach Tweet" Sofia Vergara teamed up with David Beckham for the first Diet Pepsi spot slated to air on national TV in six years. In this spot, Sofia is a mix between Lucille Ball and Desi Arnez on her mission to get her hands on a Diet Pepsi. Director: McG Major props to rockstar creative team: Helena Skonieczny (AD) Suzanne Sherwood (CW) Mindy Benner (AD) http://www.xanthehohalek.com/Hillshire-Farm http://www.xanthehohalek.com/following/xanthehohalek.com/Hillshire-Farm Mon, 11 Apr 2011 20:35:34 +0000 Xanthe Hohalek | Creative Director 34810 The funny thing about Hillshire is we went viral without trying to. For some reason, our spots caught on like wildfire among kids across the country as soon as hit the air. It was fascinating to watch over 150 parody videos pop up on YouTube. And they're still making them. The popularity with kids has reinforced our position with "meat-eating mamas." Some funny parody videos from kids: PRINT Photographer: Vincent Dixon "Go Sausage" <img src="http://payload.cargocollective.com/1/0/4041/34810/Picture-70.jpg" border="0" width="640" height="414" width_o="670" height_o="433" src_o="http://payload.cargocollective.com/1/0/4041/34810/Picture-70_o.jpg" align="left" /> "Go Lunch" <img src="http://payload.cargocollective.com/1/0/4041/34810/Picture-69.jpg" border="0" width="640" height="416" width_o="670" height_o="436" src_o="http://payload.cargocollective.com/1/0/4041/34810/Picture-69_o.jpg" align="left" /> "Go Lit'l Smokies" <img src="http://payload.cargocollective.com/1/0/4041/34810/Picture-68.jpg" border="0" width="640" height="414" width_o="670" height_o="433" src_o="http://payload.cargocollective.com/1/0/4041/34810/Picture-68_o.jpg" align="left" /> OOH <img src="http://payload.cargocollective.com/1/0/4041/34810/Picture-67.jpg" border="0" width="640" height="378" width_o="670" height_o="396" src_o="http://payload.cargocollective.com/1/0/4041/34810/Picture-67_o.jpg" align="left" /> Some more of our Hillshire Farm spots: "First Class" (:30) Directed by David Gray And a parody! "FBI" (:30) Directed by Jim Hosking And a fab parody!! ONLINE <img src="http://payload.cargocollective.com/1/0/4041/34810/Picture-71.jpg" border="0" width="640" height="411" width_o="670" height_o="430" src_o="http://payload.cargocollective.com/1/0/4041/34810/Picture-71_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34810/Picture-72.jpg" border="0" width="640" height="381" width_o="670" height_o="399" src_o="http://payload.cargocollective.com/1/0/4041/34810/Picture-72_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34810/Picture-73.jpg" border="0" width="640" height="449" width_o="670" height_o="470" src_o="http://payload.cargocollective.com/1/0/4041/34810/Picture-73_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34810/HillshireSite_3.jpg" border="0" width="640" height="469" width_o="670" height_o="491" src_o="http://payload.cargocollective.com/1/0/4041/34810/HillshireSite_3_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34810/HillshireSite_2.jpg" border="0" width="640" height="471" width_o="670" height_o="493" src_o="http://payload.cargocollective.com/1/0/4041/34810/HillshireSite_2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34810/HillshireSite_1.jpg" border="0" width="640" height="469" width_o="670" height_o="491" src_o="http://payload.cargocollective.com/1/0/4041/34810/HillshireSite_1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34810/Picture-75.jpg" border="0" width="640" height="480" width_o="670" height_o="502" src_o="http://payload.cargocollective.com/1/0/4041/34810/Picture-75_o.jpg" align="left" /> FIREMEN We didn't put them up to it. They sent this photo into Sara Lee. :) <img src="http://payload.cargocollective.com/1/0/4041/34810/Picture-65.jpg" border="0" width="640" height="348" width_o="670" height_o="364" src_o="http://payload.cargocollective.com/1/0/4041/34810/Picture-65_o.jpg" align="left" /> http://www.xanthehohalek.com/Beckham-Viral http://www.xanthehohalek.com/following/xanthehohalek.com/Beckham-Viral Mon, 04 Apr 2011 17:08:40 +0000 Xanthe Hohalek | Creative Director 1261746 While we were shooting our big Diet Pepsi spot, the creative team of Armando Samuels and Kristina Krkljus came up with and shot this little viral video with our resident genius director Stevo Chang. Got over 3 million hits in a month. BEHIND THE SCENES <img src="http://payload.cargocollective.com/1/0/4041/1261746/Beckham-and-Diet-Pepsi.jpg" border="0" width="640" height="371" width_o="670" height_o="388" src_o="http://payload.cargocollective.com/1/0/4041/1261746/Beckham-and-Diet-Pepsi_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1261746/Sofia_Press_Hat.jpg" border="0" width="640" height="494" width_o="670" height_o="517" src_o="http://payload.cargocollective.com/1/0/4041/1261746/Sofia_Press_Hat_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1261746/becks-sofia3_1281829a.jpg" border="0" width="640" height="318" width_o="670" height_o="333" src_o="http://payload.cargocollective.com/1/0/4041/1261746/becks-sofia3_1281829a_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1261746/david-beckham-facebook.jpg" border="0" width="640" height="363" width_o="670" height_o="380" src_o="http://payload.cargocollective.com/1/0/4041/1261746/david-beckham-facebook_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1261746/Just-Jared_Sofia.jpg" border="0" width="640" height="533" width_o="670" height_o="558" src_o="http://payload.cargocollective.com/1/0/4041/1261746/Just-Jared_Sofia_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1261746/USAToday_Sofia.jpg" border="0" width="640" height="672" width_o="670" height_o="703" src_o="http://payload.cargocollective.com/1/0/4041/1261746/USAToday_Sofia_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1261746/Sofia_IDontLikeYouinThatWay.jpg" border="0" width="400" height="857" width_o="400" height_o="857" src_o="http://payload.cargocollective.com/1/0/4041/1261746/Sofia_IDontLikeYouinThatWay_o.jpg" align="left" /> http://www.xanthehohalek.com/Diet-Pepsi-Skinny-Can http://www.xanthehohalek.com/following/xanthehohalek.com/Diet-Pepsi-Skinny-Can Fri, 04 Mar 2011 17:31:04 +0000 Xanthe Hohalek | Creative Director 1069049 For the launch of Diet Pepsi's new skinny can, we positioned the brand as a hot new accessory in a stylish woman's life. We created a graphic, modern campaign with the help of photographer Raymond Meier and actress Sofia Vergara. Art Directors: Helena Skonieczny, Jenn Tranbarger, Jenn Kutchey / Art Producer: Jen Lamping / Account Executive: Kali Cushing / CD: Xanthe Hohalek <img src="http://payload.cargocollective.com/1/0/4041/1069049/SKINNY_LAYOUTS2-1.jpg" border="0" width="640" height="427" width_o="670" height_o="447" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SKINNY_LAYOUTS2-1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCan_StraightOn_Single_640.jpg" border="0" width="640" height="869" width_o="670" height_o="910" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCan_StraightOn_Single_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCan_SunglassesProfile_Single_640.jpg" border="0" width="640" height="870" width_o="670" height_o="911" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCan_SunglassesProfile_Single_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/Pepsi_SkinnyCan_PennStation.jpg" border="0" width="640" height="427" width_o="670" height_o="447" src_o="http://payload.cargocollective.com/1/0/4041/1069049/Pepsi_SkinnyCan_PennStation_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/Pepsi_SkinnyCan_Night_Down.jpg" border="0" width="640" height="427" width_o="670" height_o="447" src_o="http://payload.cargocollective.com/1/0/4041/1069049/Pepsi_SkinnyCan_Night_Down_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/Pepsi_SkinnyCan_TimesSq_DayLeft.jpg" border="0" width="640" height="427" width_o="670" height_o="447" src_o="http://payload.cargocollective.com/1/0/4041/1069049/Pepsi_SkinnyCan_TimesSq_DayLeft_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/Pepsi_SkinnyCan_TimeSq_DayRight.jpg" border="0" width="640" height="427" width_o="670" height_o="447" src_o="http://payload.cargocollective.com/1/0/4041/1069049/Pepsi_SkinnyCan_TimeSq_DayRight_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCan_iPad.jpg" border="0" width="640" height="418" width_o="670" height_o="438" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCan_iPad_o.jpg" align="left" /> Sofia Vergara for OK! Magazine Barney's Creative Director Simon Doonan on his Skinny Can Installation <img src="http://payload.cargocollective.com/1/0/4041/1069049/109065164.jpg" border="0" width="640" height="443" width_o="670" height_o="464" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109065164_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_14.jpg" border="0" width="640" height="432" width_o="670" height_o="452" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_14_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_17.jpg" border="0" width="640" height="475" width_o="670" height_o="497" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_17_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_18.jpg" border="0" width="640" height="480" width_o="670" height_o="502" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_18_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_21.jpg" border="0" width="640" height="859" width_o="670" height_o="899" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_21_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/4Pix_Skinny.jpg" border="0" width="640" height="840" width_o="1451" height_o="1904" src_o="http://payload.cargocollective.com/1/0/4041/1069049/4Pix_Skinny_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_6.jpg" border="0" width="640" height="427" width_o="670" height_o="447" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_6_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/109057989.jpg" border="0" width="640" height="427" width_o="670" height_o="447" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109057989_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_3.jpg" border="0" width="640" height="470" width_o="670" height_o="492" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_3_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/109026726.jpg" border="0" width="640" height="959" width_o="670" height_o="1004" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109026726_o.jpg" align="left" /> {image 4<img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_7.jpg" border="0" width="640" height="425" width_o="670" height_o="445" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_7_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_8.jpg" border="0" width="640" height="426" width_o="670" height_o="446" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_8_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_9.jpg" border="0" width="640" height="427" width_o="670" height_o="447" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_9_o.jpg" align="left" /> Charlotte Ronson Special Edition T-shirt for Skinny Can Launch <img src="http://payload.cargocollective.com/1/0/4041/1069049/109064907.jpg" border="0" width="640" height="456" width_o="670" height_o="477" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109064907_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/109053800.jpg" border="0" width="640" height="442" width_o="670" height_o="463" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109053800_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/109065057.jpg" border="0" width="640" height="981" width_o="670" height_o="1027" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109065057_o.jpg" align="left" /> "Get the Skinny" on fashion week with Betsey Johnson <img src="http://payload.cargocollective.com/1/0/4041/1069049/109044544.jpg" border="0" width="640" height="585" width_o="670" height_o="612" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109044544_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_25.jpg" border="0" width="640" height="861" width_o="670" height_o="901" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_25_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_12.jpg" border="0" width="640" height="962" width_o="670" height_o="1007" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_12_o.jpg" align="left" /> Celebs at the Skinny Launch: <img src="http://payload.cargocollective.com/1/0/4041/1069049/109021254.jpg" border="0" width="640" height="1058" width_o="670" height_o="1108" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109021254_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/109032514.jpg" border="0" width="640" height="1003" width_o="670" height_o="1050" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109032514_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/109039909.jpg" border="0" width="640" height="980" width_o="670" height_o="1026" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109039909_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/109045663.jpg" border="0" width="640" height="474" width_o="670" height_o="496" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109045663_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/109045683.jpg" border="0" width="640" height="471" width_o="670" height_o="493" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109045683_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/109058923.jpg" border="0" width="640" height="1069" width_o="670" height_o="1119" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109058923_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/109059201.jpg" border="0" width="640" height="978" width_o="670" height_o="1024" src_o="http://payload.cargocollective.com/1/0/4041/1069049/109059201_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_26.jpg" border="0" width="640" height="930" width_o="670" height_o="974" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_26_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_27.jpg" border="0" width="640" height="923" width_o="670" height_o="966" src_o="http://payload.cargocollective.com/1/0/4041/1069049/SkinnyCanLaunchEvent_27_o.jpg" align="left" /> Press: <img src="http://payload.cargocollective.com/1/0/4041/1069049/Fashionista.com-Coverage.jpg" border="0" width="640" height="924" width_o="714" height_o="1031" src_o="http://payload.cargocollective.com/1/0/4041/1069049/Fashionista.com-Coverage_o.jpg" align="left" /> http://www.xanthehohalek.com/Pepsi-Refresh-Project http://www.xanthehohalek.com/following/xanthehohalek.com/Pepsi-Refresh-Project Mon, 01 Feb 2010 22:30:55 +0000 Xanthe Hohalek | Creative Director 248181 We took $20MM of Pepsi's Super Bowl budget and gave it away in the form of grants to refresh the world. We created the Pepsi Refresh Project platform as a way to invite people to submit and vote for ideas that help make the world a better place. http://www.refresheverything.com/ Stats: - Over 86MM votes registered on refresheverything.com - Received more votes than any presidential election in history - over 3 Billion media impressions - most successful social media campaign in history Awards: - Bronze Cannes Lion, Cyber Category, 2010 - Grand Prix Disruption Award, 2010 - Silver Effie, 2010 - Bronze Andy, 2011 - Silver Clio, 2011 CW: Michelle Lewis / Senior AD: John Dwight / ACD: Xanthe Hohalek / CD: Jason Nichols & Michael Tabtabai / GCD: Brett Craig Untitled from Xanthe Hohalek on Vimeo. <img src="http://payload.cargocollective.com/1/0/4041/248181/PRP_onComputer_670_640.jpg" border="0" width="640" height="389" width_o="670" height_o="408" src_o="http://payload.cargocollective.com/1/0/4041/248181/PRP_onComputer_670_o.jpg" align="left" /> Pepsi Refresh Project + MLB Pepsi has a long-standing relationship with the MLB, MLS, NFL and NASCAR. It was tricky figuring out a way to leverage these partnerships to support the big idea for the year. But our genius writer Chris Jones figured out a brilliant way in this spot. And a special spot for the MLB All-Star Game in Anaheim: Some launch print: <img src="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_GOOD_IDEA_SP_Print.jpg" border="0" width="640" height="801" width_o="670" height_o="839" src_o="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_GOOD_IDEA_SP_Print_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_WDYCA_SP_Print.jpg" border="0" width="640" height="801" width_o="670" height_o="839" src_o="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_WDYCA_SP_Print_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/PEPS_PEPS_J9524A_E2097_A2_EG3.jpg" border="0" width="640" height="398" width_o="720" height_o="449" src_o="http://payload.cargocollective.com/1/0/4041/248181/PEPS_PEPS_J9524A_E2097_A2_EG3_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/VeggiesLady.jpg" border="0" width="640" height="419" width_o="720" height_o="472" src_o="http://payload.cargocollective.com/1/0/4041/248181/VeggiesLady_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/WSJ_2.jpg" border="0" width="640" height="425" width_o="670" height_o="445" src_o="http://payload.cargocollective.com/1/0/4041/248181/WSJ_2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/DSC_0191.jpg" border="0" width="640" height="425" width_o="670" height_o="445" src_o="http://payload.cargocollective.com/1/0/4041/248181/DSC_0191_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/WSJ.jpg" border="0" width="640" height="962" width_o="670" height_o="1007" src_o="http://payload.cargocollective.com/1/0/4041/248181/WSJ_o.jpg" align="left" /> Influencer Cans: <img src="http://payload.cargocollective.com/1/0/4041/248181/Cans_Laying.jpg" border="0" width="640" height="425" width_o="670" height_o="445" src_o="http://payload.cargocollective.com/1/0/4041/248181/Cans_Laying_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Cans_BigFour.jpg" border="0" width="640" height="358" width_o="670" height_o="375" src_o="http://payload.cargocollective.com/1/0/4041/248181/Cans_BigFour_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_Influencer_Can(Group)_825.jpg" border="0" width="640" height="324" width_o="825" height_o="418" src_o="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_Influencer_Can(Group)_825_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/CANS_1.jpg" border="0" width="640" height="765" width_o="720" height_o="861" src_o="http://payload.cargocollective.com/1/0/4041/248181/CANS_1_o.jpg" align="left" /> Winner's Kits: We recylced our Pepsi billboards into messenger bags for our grant recipient's prize. The bag included: a Flip cam to record their progress, a grant, a jump drive with materials, a winner's handbook and a copy of GOOD magazine. <img src="http://payload.cargocollective.com/1/0/4041/248181/WinnersKi.jpg" border="0" width="640" height="432" width_o="670" height_o="452" src_o="http://payload.cargocollective.com/1/0/4041/248181/WinnersKi_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/DSC_0151.jpg" border="0" width="640" height="428" width_o="670" height_o="448" src_o="http://payload.cargocollective.com/1/0/4041/248181/DSC_0151_o.jpg" align="left" /> SXSW Presence: <img src="http://payload.cargocollective.com/1/0/4041/248181/T-shirt.jpg" border="0" width="640" height="299" width_o="670" height_o="313" src_o="http://payload.cargocollective.com/1/0/4041/248181/T-shirt_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/photo.jpg" border="0" width="640" height="480" width_o="800" height_o="600" src_o="http://payload.cargocollective.com/1/0/4041/248181/photo_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/GoodNews.jpg" border="0" width="640" height="425" width_o="670" height_o="445" src_o="http://payload.cargocollective.com/1/0/4041/248181/GoodNews_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Jonny_Grant_2.jpg" border="0" width="640" height="360" width_o="670" height_o="377" src_o="http://payload.cargocollective.com/1/0/4041/248181/Jonny_Grant_2_o.jpg" align="left" /> Our presence at the Super Bowl 2010: We weren't one of the ads on the telecast, but we were busy at the game itself promoting the Refresh Project. We also held an NFL vote on nfl.com for the public to pick from one of three players' ideas. <img src="http://payload.cargocollective.com/1/0/4041/248181/NFL_TBWA.jpg" border="0" width="640" height="478" width_o="670" height_o="500" src_o="http://payload.cargocollective.com/1/0/4041/248181/NFL_TBWA_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/PRP-SB-Title-Card_Si-831488.jpg" border="0" width="640" height="143" width_o="670" height_o="150" src_o="http://payload.cargocollective.com/1/0/4041/248181/PRP-SB-Title-Card_Si-831488_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Picture-5_13.jpg" border="0" width="640" height="497" width_o="670" height_o="520" src_o="http://payload.cargocollective.com/1/0/4041/248181/Picture-5_13_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/4354379212_4d802d069a_b.jpg" border="0" width="640" height="853" width_o="670" height_o="893" src_o="http://payload.cargocollective.com/1/0/4041/248181/4354379212_4d802d069a_b_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Buttons.jpg" border="0" width="640" height="425" width_o="670" height_o="445" src_o="http://payload.cargocollective.com/1/0/4041/248181/Buttons_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/DoingGood_101.jpg" border="0" width="640" height="360" width_o="670" height_o="377" src_o="http://payload.cargocollective.com/1/0/4041/248181/DoingGood_101_o.jpg" align="left" /> Super Bowl Program Ad: <img src="http://payload.cargocollective.com/1/0/4041/248181/650517_04_NFLA_AD_lr.jpg" border="0" width="640" height="828" width_o="670" height_o="867" src_o="http://payload.cargocollective.com/1/0/4041/248181/650517_04_NFLA_AD_lr_o.jpg" align="left" /> Our launch spots: Yes "One People" (below) was directly inspired by the Japanese band SOUR. The creatives on this Dustin Artz and Chris Jones found the video and brought the concept to the table. The idea and feel was so loved by the agency that we wanted to create something similar is sort of an homage to the work. CW: Chris Jones / AD: Dustin Artz / ACD: Xanthe Hohalek / GCD: Brett Craig "One People" :60 "Vote" :30 OOH Out of home has always been a big part of the current Pepsi campaign- the iconic wordplay look helps keep the "fun" in the brand while transmitting our message of taking action in 2010. We even got some help from the masses! Check out some of handmade media below. <img src="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_2010_NYC_TimesSquareOOH_825.jpg" border="0" width="640" height="479" width_o="825" height_o="618" src_o="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_2010_NYC_TimesSquareOOH_825_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/NY-Penn-Plaza--M-431_720px.jpg" border="0" width="640" height="480" width_o="720" height_o="540" src_o="http://payload.cargocollective.com/1/0/4041/248181/NY-Penn-Plaza--M-431_720px_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/December 29- 2009 003 copy_825.jpg" border="0" width="640" height="479" width_o="825" height_o="618" src_o="http://payload.cargocollective.com/1/0/4041/248181/December 29- 2009 003 copy_825_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Pepsi 12.29.09 006(JD)_825_39.jpg" border="0" width="640" height="426" width_o="825" height_o="550" src_o="http://payload.cargocollective.com/1/0/4041/248181/Pepsi 12.29.09 006(JD)_825_39_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/IMG_0197.jpg" border="0" width="640" height="450" width_o="670" height_o="471" src_o="http://payload.cargocollective.com/1/0/4041/248181/IMG_0197_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/IMG_0198.jpg" border="0" width="640" height="513" width_o="670" height_o="537" src_o="http://payload.cargocollective.com/1/0/4041/248181/IMG_0198_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/IMG_0201.jpg" border="0" width="640" height="396" width_o="670" height_o="415" src_o="http://payload.cargocollective.com/1/0/4041/248181/IMG_0201_o.jpg" align="left" /> On Twitter: <img src="http://payload.cargocollective.com/1/0/4041/248181/PEPSI-TWITTER-FEED.jpg" border="0" width="640" height="443" width_o="670" height_o="464" src_o="http://payload.cargocollective.com/1/0/4041/248181/PEPSI-TWITTER-FEED_o.jpg" align="left" /> The Website: Designed by HUGE When we came up with the grants program idea-- it was John Dwight, Michelle Lewis and I who locked ourselves in a conference room until we came out with the sketches for the Pepsi Refresh Project (to be posted soon), we also created a dummy site. Later on during the process, HUGE was brought on board to develop the site further and bring it to life. We worked with them as partners/brand stewards. They did an excellent job making it fun to play with and easy to understand. <img src="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_RE.COM.jpg" border="0" width="640" height="470" width_o="670" height_o="492" src_o="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_RE.COM_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/FundedIdeas.jpg" border="0" width="640" height="1248" width_o="670" height_o="1307" src_o="http://payload.cargocollective.com/1/0/4041/248181/FundedIdeas_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Picture-3.jpg" border="0" width="640" height="475" width_o="720" height_o="535" src_o="http://payload.cargocollective.com/1/0/4041/248181/Picture-3_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Picture-9.jpg" border="0" width="640" height="475" width_o="720" height_o="535" src_o="http://payload.cargocollective.com/1/0/4041/248181/Picture-9_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Picture-8.jpg" border="0" width="640" height="474" width_o="720" height_o="534" src_o="http://payload.cargocollective.com/1/0/4041/248181/Picture-8_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Picture-7.jpg" border="0" width="640" height="475" width_o="720" height_o="535" src_o="http://payload.cargocollective.com/1/0/4041/248181/Picture-7_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Picture-5.jpg" border="0" width="640" height="473" width_o="720" height_o="533" src_o="http://payload.cargocollective.com/1/0/4041/248181/Picture-5_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Picture-4.jpg" border="0" width="640" height="473" width_o="720" height_o="533" src_o="http://payload.cargocollective.com/1/0/4041/248181/Picture-4_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Picture-6.jpg" border="0" width="640" height="477" width_o="720" height_o="537" src_o="http://payload.cargocollective.com/1/0/4041/248181/Picture-6_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_PRP_FacebookCeleb_1_825.jpg" border="0" width="640" height="478" width_o="825" height_o="616" src_o="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_PRP_FacebookCeleb_1_825_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_PRP_Facebook_Page_825.jpg" border="0" width="640" height="464" width_o="825" height_o="599" src_o="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_PRP_Facebook_Page_825_o.jpg" align="left" /> Our partnership with MTV: <img src="http://payload.cargocollective.com/1/0/4041/248181/24146_383520155741_698640741_3601388_708090_n.jpg" border="0" width="640" height="480" width_o="720" height_o="540" src_o="http://payload.cargocollective.com/1/0/4041/248181/24146_383520155741_698640741_3601388_708090_n_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/24146_383520170741_698640741_3601391_6195058_n.jpg" border="0" width="640" height="480" width_o="720" height_o="540" src_o="http://payload.cargocollective.com/1/0/4041/248181/24146_383520170741_698640741_3601391_6195058_n_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/24146_383520135741_698640741_3601385_6922363_n.jpg" border="0" width="640" height="480" width_o="720" height_o="540" src_o="http://payload.cargocollective.com/1/0/4041/248181/24146_383520135741_698640741_3601385_6922363_n_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/24146_383520160741_698640741_3601389_1480498_n.jpg" border="0" width="640" height="480" width_o="720" height_o="540" src_o="http://payload.cargocollective.com/1/0/4041/248181/24146_383520160741_698640741_3601389_1480498_n_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/24146_384264805741_698640741_3615949_7921337_n.jpg" border="0" width="640" height="480" width_o="720" height_o="540" src_o="http://payload.cargocollective.com/1/0/4041/248181/24146_384264805741_698640741_3615949_7921337_n_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/24146_383520150741_698640741_3601387_7294593_n.jpg" border="0" width="640" height="480" width_o="720" height_o="540" src_o="http://payload.cargocollective.com/1/0/4041/248181/24146_383520150741_698640741_3601387_7294593_n_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/26046_386370225741_698640741_3659023_6023611_n.jpg" border="0" width="640" height="480" width_o="720" height_o="540" src_o="http://payload.cargocollective.com/1/0/4041/248181/26046_386370225741_698640741_3659023_6023611_n_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/26046_386370940741_698640741_3659035_7069355_n.jpg" border="0" width="640" height="480" width_o="720" height_o="540" src_o="http://payload.cargocollective.com/1/0/4041/248181/26046_386370940741_698640741_3659035_7069355_n_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/26046_386373275741_698640741_3659087_3905829_n.jpg" border="0" width="540" height="720" width_o="540" height_o="720" src_o="http://payload.cargocollective.com/1/0/4041/248181/26046_386373275741_698640741_3659087_3905829_n_o.jpg" align="left" /> Some of our winners: Happy Fourth of July! Choose Pepsi We developed the idea of "CHOOSE" as a hard-hitting sales measure to get consumers to think about which brand they would rather choose at point-of-sale. All creative ran with the line, "every time you choose pepsi you are supporting the Pepsi Refresh Project <img src="http://payload.cargocollective.com/1/0/4041/248181/Pepsi_4th_NewspaperAd.jpg" border="0" width="640" height="1178" width_o="670" height_o="1233" src_o="http://payload.cargocollective.com/1/0/4041/248181/Pepsi_4th_NewspaperAd_o.jpg" align="left" /> PRESS The Pepsi Refresh Project earned a ton of earned media - everything from millions of tweets to stories in the New York Times. We even learned that The White House is studying our campaign! View more news videos at: http://www.nbcsandiego.com/video. <img src="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_AdAge_Article_825.jpg" border="0" width="640" height="424" width_o="825" height_o="547" src_o="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_AdAge_Article_825_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_PRP_FacebookCeleb_1_825.jpg" border="0" width="640" height="478" width_o="825" height_o="616" src_o="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_PRP_FacebookCeleb_1_825_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_AdAgeArticle-1.jpg" border="0" width="640" height="606" width_o="720" height_o="682" src_o="http://payload.cargocollective.com/1/0/4041/248181/PEPSI_AdAgeArticle-1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/FastCompany_720.jpg" border="0" width="640" height="1126" width_o="720" height_o="1267" src_o="http://payload.cargocollective.com/1/0/4041/248181/FastCompany_720_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Time_720.jpg" border="0" width="640" height="2719" width_o="720" height_o="3059" src_o="http://payload.cargocollective.com/1/0/4041/248181/Time_720_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/InspiredEconomist_720.jpg" border="0" width="640" height="1530" width_o="720" height_o="1722" src_o="http://payload.cargocollective.com/1/0/4041/248181/InspiredEconomist_720_o.jpg" align="left" /> Behind the Idea: Inspired by one of Lee's brilliant pieces of creative direction, John Dwight, Michelle Lewis and I locked ourselves in a a conference room for three hours and created the underlying concept and mechanism behind the Pepsi Refresh Project. We showed the idea to our CDs at the time- Al Kelly and Jason Nichols who helped us to refine it a little bit more before we showed it to Lee. I love looking at an architect's sketches - the doodles on the napkin who look startlingly like the finished building. Here was our process.... <img src="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-3_19_640.jpg" border="0" width="640" height="403" width_o="670" height_o="422" src_o="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-3_19_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-4_20.jpg" border="0" width="507" height="487" width_o="507" height_o="487" src_o="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-4_20_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-5_21.jpg" border="0" width="631" height="487" width_o="631" height_o="487" src_o="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-5_21_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-6_22.jpg" border="0" width="631" height="487" width_o="631" height_o="487" src_o="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-6_22_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-8_24.jpg" border="0" width="599" height="487" width_o="599" height_o="487" src_o="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-8_24_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-9_25_640.jpg" border="0" width="640" height="485" width_o="642" height_o="487" src_o="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-9_25_o.jpg" align="left" /> The first round of site design: This was done in less than 24 hours from our initial sketch. John, Michelle and I stayed up all night trying to figure out the mechanics of the site and how people could vote in a fun, simple way. <img src="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-11.jpg" border="0" width="640" height="436" width_o="714" height_o="487" src_o="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-11_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-12.jpg" border="0" width="640" height="436" width_o="714" height_o="487" src_o="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-12_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-13.jpg" border="0" width="640" height="436" width_o="714" height_o="487" src_o="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-13_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-14.jpg" border="0" width="640" height="456" width_o="683" height_o="487" src_o="http://payload.cargocollective.com/1/0/4041/248181/Evolution-of-EPRTW_The-Big-Idea-14_o.jpg" align="left" /> Design inspiration: I was inspired by the game SIMON that I played as a kid for the way the buttons would function-- oversized and inviting so that voting would feel something one did with one's whole hand. <img src="http://payload.cargocollective.com/1/0/4041/248181/miltonBradleySimon.jpg" border="0" width="550" height="515" width_o="550" height_o="515" src_o="http://payload.cargocollective.com/1/0/4041/248181/miltonBradleySimon_o.jpg" align="left" /> http://www.xanthehohalek.com/Gap http://www.xanthehohalek.com/following/xanthehohalek.com/Gap Wed, 17 Jun 2009 19:41:00 +0000 Xanthe Hohalek | Creative Director 36301 Campaign Concepts (unproduced) The Gap's selection of practical, functional clothes provide the kind of blank slate that lets you be you. We developed the line "True to You" which reflects its anti-fashioning positioning. Gap clothes are everything but costumes. They are vehicles that let you express yourself in its truest form. <img src="http://payload.cargocollective.com/1/0/4041/36301/BrandPrint_ForBook_3-2.jpg" border="0" width="640" height="415" width_o="670" height_o="434" src_o="http://payload.cargocollective.com/1/0/4041/36301/BrandPrint_ForBook_3-2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/36301/BrandPrint_ForBook_3-3.jpg" border="0" width="640" height="415" width_o="670" height_o="434" src_o="http://payload.cargocollective.com/1/0/4041/36301/BrandPrint_ForBook_3-3_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/36301/BrandPrint_ForBook_3-4.jpg" border="0" width="640" height="415" width_o="670" height_o="434" src_o="http://payload.cargocollective.com/1/0/4041/36301/BrandPrint_ForBook_3-4_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/36301/BrandPrint_ForBook_3-5.jpg" border="0" width="640" height="415" width_o="670" height_o="434" src_o="http://payload.cargocollective.com/1/0/4041/36301/BrandPrint_ForBook_3-5_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/36301/BrandPrint_ForBook_3-7.jpg" border="0" width="640" height="415" width_o="670" height_o="434" src_o="http://payload.cargocollective.com/1/0/4041/36301/BrandPrint_ForBook_3-7_o.jpg" align="left" /> http://www.xanthehohalek.com/Obama-Campaign http://www.xanthehohalek.com/following/xanthehohalek.com/Obama-Campaign Sun, 14 Jun 2009 20:50:53 +0000 Xanthe Hohalek | Creative Director 34986 Adweek asked ChiatDay Los Angeles to contribute campaign ideas for either John McCain or Obama. We chose Obama. Duh. The outcome of the US presidential election was a decision that not only affected America, but ultimately influenced the whole world. We wanted to create a forum where the world could "decide" who the next President of the United States should be. <img src="http://payload.cargocollective.com/1/0/4041/34986/NewGobama_1.jpg" border="0" width="640" height="467" width_o="670" height_o="489" src_o="http://payload.cargocollective.com/1/0/4041/34986/NewGobama_1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34986/NewGobama_2.jpg" border="0" width="640" height="467" width_o="670" height_o="489" src_o="http://payload.cargocollective.com/1/0/4041/34986/NewGobama_2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34986/NewGobama_3.jpg" border="0" width="640" height="467" width_o="670" height_o="489" src_o="http://payload.cargocollective.com/1/0/4041/34986/NewGobama_3_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34986/NewGobama_6.jpg" border="0" width="640" height="467" width_o="670" height_o="489" src_o="http://payload.cargocollective.com/1/0/4041/34986/NewGobama_6_o.jpg" align="left" /> Gobama! T-shirts <img src="http://payload.cargocollective.com/1/0/4041/34986/Picture-88.jpg" border="0" width="640" height="843" width_o="670" height_o="883" src_o="http://payload.cargocollective.com/1/0/4041/34986/Picture-88_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34986/Picture-86.jpg" border="0" width="640" height="868" width_o="670" height_o="909" src_o="http://payload.cargocollective.com/1/0/4041/34986/Picture-86_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34986/n852754716_1199386_9157.jpg" border="0" width="640" height="480" width_o="670" height_o="503" src_o="http://payload.cargocollective.com/1/0/4041/34986/n852754716_1199386_9157_o.jpg" align="left" /> Facebook App <img src="http://payload.cargocollective.com/1/0/4041/34986/Picture-89.jpg" border="0" width="640" height="642" width_o="670" height_o="672" src_o="http://payload.cargocollective.com/1/0/4041/34986/Picture-89_o.jpg" align="left" /> http://www.xanthehohalek.com/United-Way-of-Orange-County http://www.xanthehohalek.com/following/xanthehohalek.com/United-Way-of-Orange-County Sun, 14 Jun 2009 20:44:50 +0000 Xanthe Hohalek | Creative Director 34983 Getting young people to volunteer for United Way has been a challenge for the organization for the past 20 years. The organization's efforts are multi-faceted and complex, so we wanted to present our audience wiht a simple message that stood out from the clutter of "do-gooder" options as well as giving the United way "giving hand" a fresh new look. <img src="http://payload.cargocollective.com/1/0/4041/34983/FINAL_Manifesto.jpg" border="0" width="640" height="989" width_o="670" height_o="1035" src_o="http://payload.cargocollective.com/1/0/4041/34983/FINAL_Manifesto_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34983/FINAL_Hand_Blue_8.5x11.jpg" border="0" width="640" height="828" width_o="670" height_o="867" src_o="http://payload.cargocollective.com/1/0/4041/34983/FINAL_Hand_Blue_8.5x11_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/0/4041/34983/FINAL_Spread_CharityBracelets_r0.jpg" border="0" width="640" height="415" width_o="670" height_o="434" src_o="http://payload.cargocollective.com/1/0/4041/34983/FINAL_Spread_CharityBracelets_r0_o.jpg" align="left" />