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Work / copywriting
Listed below are the lyrics and design details for a few marketing projects I've done over the years. Although success is elusive sometimes, I believe that even the most benign or arcane subject matter has the potential for surprising and connecting with people. Great copy has nuance, relevance, authenticity, and leaves room for an audience somewhere inside. A well crafted story or turn-of-phrase is really gratifying to me.
- San Diego Water Authority / ad campaign |
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Sunriver Realty / brand tag line
This rebranding strategy was to broaden a legacy perception that Sunriver Realty only served the small resort community of Sunriver, Oregon. I sought to redefine Sunriver Realty as being a beacon for and relevant to all of Central Oregon -- remaining vital (ie. central) to customer real estate needs for more than 38 years. Sunriver Realty: Central to Oregon
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HP / Openview ad campaign
Print advertising and direct rich-email campaign designed to build awareness and drive leads for HP's OpenView management software for Windows IT environments. Concept was designed to elevate the persona of the typical IT guy and celebrate their need for uncompromising control.
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CONTROL FREAK
Master all levels of your Windows IT environment with HP OpenView, and be the role model for uncompromising control. You know better than anyone that in order to manage today's IT infrastructure, you need to be in a position of power. An undeniable sense of cool, calm, and in control. Now you can better maximize uptime, availability, and performance across your entire infrastructure with HP's best-of-breed management solutions for Windows. Whether utilized separately or integrated into one powerful package, HP's multiplatform OpenView software, ProLiant servers with Insight Manager, and HP Services will help you bring complete control to your IT and business services. Take control. Lead the way. And now get your free IDC white paper on "Complete Infrastructure Control" at www.hp.com/go/takecontrol or call 1-866-226-0531. |
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Pearson Branded / "Partners" marketing campaign
This Addy award-winning new business campaign celebrates the client and their trusted partnerships -- not the clever ad agency. Program consisted of a series of five posters, direct mail and website.
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THE IMPORTANCE OF BEING UNSUNG
We don't walk first in line. We don't bask in the limelight. We don't ride off into the sunset. And we don't usually end up with the girl. However, our clients do those things, and we help them get it done. We're not looking for thanks, but we are looking forward to working with you -- helping to make your bottom line more heroic.
The Lone Ranger had Tonto. |
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McDonald's / ad concept testing
Concept work for proposed "snack time" offering that would attract new customers to restaurants during the typically slow period of 2-5pm. Many of the creative directions were based on the natural pairing of the "best" fries and "best" Coke. This is a small sampling of the more than 50 thematic concepts tested in the United States and Argentina.
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Trader.com / brand tag line
Trader.com was a roll up of 47 disparate local brands into one global parent. They enabled the advertising and sale of everything from new and used cars, homes, fine art, trinkets, even kitchen sinks -- and financial services that lengthened customer relationships. Each sub-brand publication was closely tied to and trusted within unique communities and countries, yet people did not know about or were skeptical of Trader.com's broader global offering. "The International Marketplace Around the Corner" helped communicate local intimacy and relevance, but with the benefits of a much larger audience.
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MWA Creative / "Mystic Worm" campaign
I conceived, wrote and produced this marketing campaign as part of an ad agency rebranding effort. This was a work of historical fiction packaged in a set of thick 5x7 cards and wood box. It was based on the theoretical inspiration behind the new logo I designed for them.
As the name implies, the Mystic Worm is about many things, most of which are still unknown. Prior to 1066 a.d., the Anglo-Saxon translation for "worm" was "snake", having gotten its name because the marking had no distinct head or tail. Throughout history the snake has been widely revered as an icon of immeasurable powers. Herein lies the mystery and with it, our collective desire to know who or what is behind it. Beginning in 1904, the symbol of the Mystic Worm was formally documented and studied by Sir Leonard Whaller of the Institute of Eastern Studies at the University of Chicago. His interest first piqued after discovering multiple occurrences of the marking in the limestone casing of the Egyptian pyramid of Chephren. Quarry marks were often carved into individual building blocks to indicate the origin of the stone and the crest of the ruling king. Whaller believed this would also help explain the marks at Chephren. With the date of their construction placed at 3000-2500 b.c., the Egyptian pyramids provide the earliest known record of this symbol. Through the work of Sir Leonard Whaller and others who followed, we can now trace this mark's association with some of histories' most extraordinary events. In 47 b.c., as Julius Caesar romanced Cleopatra and the Roman Empire annexed all of Egypt, the marking survived. It soon became a symbol of worship and spirituality, commonly represented as a snake approaching a food-laden altar in domestic shrines, and more formally as an adornment on great monuments to Isis, Athena, and Zeus. Connection to the Roman Empire is an important one, as their influence on the rest of the known world was enormous. After lying dormant throughout much of the dark ages, the marking again came into prominence with the symbolism of the Freemasons, among whom were the founding fathers of the United States of America. In fact, of the two original signed copies of the Declaration of Independence, one of them clearly shows this scribbled marking incorporated into Benjamin Franklin's signature. While the official version remains on prominent display at the National Archives in Washington, D.C., the other is with the private estate of John Hancock. Although it is still greatly overlooked and misinterpreted, it is difficult to ignore the amazing presence of the Mystic Worm, not to mention its striking similarity to our company logo. Despite your propensity to believe or disbelieve the specific events and information we have presented to you, all of us here at MWA Creative are quite convinced that there exists a fundamental message that can prove useful to everyone... Strength. Magic. Peace of mind. |
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HP / Services "Closer" campaign movie
This Flash-based animated movie introduces the new brand positioning for HP Services. It was used at the front end of sales presentations, as a web download, and to help align and inspire future product marketing efforts and messaging.
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As the world of big enterprise grows increasingly complex,
ever-changing, and with new challenges at every turn... Success will be measured by the demonstrated agility of your business.
HP can guide you towards that purpose. Building upon a smarter foundation -- a more adaptive infrastructure. And working more closely with you -- working together. TEAMWORK: Together we can accomplish great and meaningful things. CHOICE: So you can work in any way or with any thing you'd like. TAILORED: Designing custom solutions with only you in mind. EXPERTISE: Proven insight and experience with your technology. and PRAGMATIC: Finding grounded solutions that connect your goals and resource.
Closer to your team.
HP Services |
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United Airlines / poster for holiday charity
These large-format posters were written and designed for a United Airlines sponsored sock drive for the homeless taking place during the Christmas holiday season. Distressed cardboard posters were placed throughout corporate offices and airport terminals.
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HAPPY HOLIDAYS. COLD WINTER.
Sometimes it rains so hard you can watch the puddles grow. Sometimes it snows a beautiful blanket of glistening white frost. But mostly, it's just so violently cold. I often wonder about a day that holds no public resentment. Without my constant humiliation. Without these cardboard walls that surround me. Most days merely come and go. But there are moments when I feel the genuine kindness of others and I so much want to believe that another day might bring me the strength to move further down this long road home. This journey can teach someone many things. For me, well, I've come to appreciate the simple things in life a little more than most... a smile, a kind word, an opportunity, and a warm pair of socks in the winter time.
Do something simple this holiday season. |
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Pearson Branded / website
The following screens appeared in this Flash-driven ad agency website when the user interacted with special features -- affectionately referred to as "wow" windows. The tone and manner of the copywriting throughout the site was deliberately pointed, insightful and perhaps a bit irreverent.
- view complete website
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ART WORK
Building a compelling brand idea or marketing campaign isn't a science, it's an art. It's art that goes to work for you. Or at least it should. If your art isn't doing squat, get better art. And if squat is all you need, hell, more power to you. |
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GROK HAPPY
We make technology easier to swallow, and even easier on the eyes. We cut our teeth on the arcane and we don't mince words. Unless of course, the product you're selling actually minces. In that case, we'll make it sound darn right mean. |
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SMART ALICE
It's easy to be a smart ass. It's harder to be smart. Accountability is the new currency. Prioritize, consolidate, and avoid wasted effort. Hijack momentum. Borrow equity. Steal the mindshirt off your competitor's back. After all, smart is beautiful. |
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PROFIT FUND
In our latest scientific study into the mating rituals of brand and value, 7 out of 10 marcom managers said the other 3 wouldn't cooperate. Stop funding your business with a couple cheap laughs and a bottle of gee wiz -- we dare you to profit from your marketing investment. |
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Kah-Nee-Ta / ad campaign
This group sales advertising campaign was targeted at meeting planners -- encouraging them to expect more (than their worst possible fear) when arranging corporate meetings and retreats at this Central Oregon resort and casino. Meeting planners have a lot on their plate and take a lot of heat when things go bad. I wanted to make their lives easier and more heroic in the eyes of their clients. Program consisted of a series of 3 print ads.
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EXCRUCIATINGLY PAINLESS
Our philosophy is quite simple: More destination, less journey. The resort with more going on is now even easier to plan online. We understand how tough it can be to find a meeting location that suits your group's diverse needs and budget. Our experienced staff, 15,000 square feet of flexible meeting space, 171 recently remodeled guest rooms, and a landscape of infinite beauty can help. And with onsite recreational options that include golf, hot-springs, pools, river sports, casino, and a world class spa -- we have something for everyone. Even you. So the next time you want a stunning meeting experience in the Pacific Northwest -- breathe easy. Your reputation. Our legacy. |
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Copyright ©2008 Andrew Davidhazy
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