CARLY PRESHO-DUNNE

CHALLENGE: Evolve P&G’s Olympic “Thank You, Mom” campaign to incorporate a message about the brand’s commitment to diversity and inclusion.

STRATEGY: Draw attention to the unconscious bias we all have by showing how it affects aspiring Olympic athletes from backgrounds that don’t fit our expectations. We started by identifying the most talked about biases in the key regions of our global campaign. We then used academic papers, press related to local reforms and first person stories to build a campaign based in experiences of real athletes.

CAMPAIGN: “Love Over Bias” celebrates moms as they advocate for their kids in the face of prejudice.

It was a privilege to work with the caliber of marketers on the Secret Deodorant team at P&G. To date, this group represents my most sophisticated client team - a group of people who recognized the value in the agency of record relationship and brought us into folds of their business that strengthened the brand beyond advertising. I am proud that our work together produced creative that made an important statement about young women in America at a time when our audience most needed to hear it.

CHALLENGE: Prove that Secret Deodorant had credibility as a relevant brand for progressive young women.

STRATEGY: As the only brand in the category specializing in deodorant for women, Secret was uniquely positioned to champion a generation of women facing female-specific stresses everyday (and they have the stress-tested products to back it up).

CAMPAIGN: “Stress Tested for Women” tells stories about relatable women choosing courage over comfort as they take on modern female stress.

CHALLENGE: Reposition a weight loss company who needed to gain traction with a younger audience.

STRATEGY: Losing weight is not all smiles and photo shoots like some brands would have you believe. In fact, weight loss can feel nearly impossible in a world where unhealthy choices are inescapable no matter where you are - airport, office, TV…the list goes on. Weight Watchers needed to stand out against outdated diet companies so we positioned them not as the easy path to a fitter body, but as the relentless ally in the face of a crazy world of food.

CAMPAIGN: “Help with the Hard Part” illustrates how hard it is to get fit by drawing parallels between the inescapable cravings of addiction and food.

CHALLENGE: Comcast needed to prove to skeptical consumers that the business changes they’ve made have resulted in a company that is worthy of people’s trust and their love.

STRATEGY: Elevate the human spirit of the brand through intimate stories that show the positive impact of Comcast’s initiatives.

CAMPAIGNS:

1) Internet Essentials: CSR advertising tends to paint beneficiaries as victims. We needed to celebrate the ambitious, driven, fire-in-their-belly kids in the Internet Essentials program who are heroes of their own lives. Our film-based campaign showed that when you put powerful internet in their hands and just get out of the way, they’ll do the amazing things with it.

2) Olympics: To personalize our role in the Olympics, we showed how the scale of our brand let us bring a global event to hometowns across America.

Travel Portland was a fearless client whose high-taste allowed us to build a personality for the brand that truly reflected the unique spirit of Portland, Oregon. They remain one of my favorite clients whose work really stands out against the tourism category and shows the amazing things that can be done when marketers embrace creativity.

CHALLENGE: Increase travel from drive-markets to Portland.

STRATEGY: Prove to people who saw Portland as a weekend trip and not a vacation destination that Portland is the closest place they can feel far away.

CAMPAIGN: We showed people that the craft beer, gourmet food, welcoming culture and outdoor activities they seek in their vacations were all available in one quirky Portland package - all just a drive away.

Travel Oregon was a particularly special client and the catalog of work that came out of our relationship is something I’m really proud of. The bravery of our clients combined with the talent of our teams resulted in work that was innovative, broke creative conventions, and invited people to explore the state in ways that went well beyond traditional film.

CHALLENGE: Draw people from out of state to Oregon while encouraging Oregonians to get out and explore all seven regions of the state.

STRATEGY: Counter the category norm of over-exaggerated marketing campaigns with work that shows people the raw beauty of what Oregon looks like, but also conveys the voice of the Oregonians you’ll meet once you arrive.

CAMPAIGN: We downplayed the spectacular beauty of Oregon’s landscape and forced people to pay attention to the state’s personality. Bold design, ambitious activations and memorable characters brought the state to life in ways no other tourism agency ever had.

CHALLENGE: Bring yogurt into the everyday lives of every American.

STRATEGY: This strategy cannot be shared for confidentiality reasons.

CAMPAIGN: The Man of Yogurt campaign juxtaposed the tough nature of Dominic Purcell with the soft, fluffiness of Yoplait’s Greek Yogurt.

CHALLENGE: Encourage people who already love Velveeta to eat more, and invite a new generation of young men to add Velveeta to the ingredients in their kitchen.

STRATEGY: Show people how Velveeta makes every meal better.

CAMPAIGN: Velveeta came to life in surprising places where it could prove that it isn’t regular cheese, it’s liquid gold.

CHALLENGE: Show people that 23andMe’s direct-to-consumer genetic testing kit can teach you about your health, not just your ancestry.

STRATEGY: The strategy for this campaign cannot be shared for confidentiality reasons.

CAMPAIGN: The Meet Your Genes campaign personifies our genes - a Muscle Composition coach, a twitchy Sleep Movement gene, and two Celiac Disease operators. The films zoom into scientifically accurate chromosomal locations where our genes greet us from their respective homes. The genes demonstrate how much genes can teach us about our health and who we are.

CHALLENGE: Increase sales of Maxwell House among blue collar consumers.

STRATEGY: Show people the value of a cup of coffee that’s good enough to get them going in the morning.

CAMPAIGN: Maxwell House took on the fancy-coffee phenomenon with an irreverent campaign about the merits of being good (not great).