9/12. The day of unity, community, resilience, and hope. The Big Orange Bus arrived in New York. The bus dramatically was located under the wings of the Oculus. Volunteers from all over the world create Stars of HOPE for health care workers and those affected by Hurricane Ida.

Stars of HOPE partnered with Port Authority of NY and NJ, 9/11 Memorial Museum, and Vibrant Health to host a public healing event for the 20th anniversary of 9/11.

Fresh + Sexy

The introduction of this new line of before and after sex wipes was filled with challenges: We were creating a new category so we needed to make a lot of noise, but our budget was teeny tiny and the subject was a sensitive one. So sensitive, our introductory ad was rejected by COSMO. Fortunately we had a client who challenged us to take chances and scare him. So we did.

This campaign was recognized internally at Grey for its risk-taking, humorous approach and was entered at Cannes. Its first award was for our activation ideas.

We hope there will be more to come.

Playtex Play On Integrated Campaign:

How do you unite two brands with two very different targets? We created a masterbrand campaign for Playtex called Play On, so that when girls aged out of team sports and potentially Playtex Sport tampons, they knew they could find the same kind of confidence and freedom from Playtex Gentle Glide. We created TV, Digital, Video Content, In-Store. Partnerships with the Women's Sports Foundation and so much more. Every stitch of this project was shot by the cinematographer/photographer, John Huet. It was featured in Communication Arts Magazine this past year. It was a 2012 finalist in the Global Awards and is entered into this year’s Effie Awards.

13 Reasons Why

A friend at Penguin Books came to us and asked us to read a young adult book that she thought was powerful and had real potential but needed a push to get people to pay attention to it. We read it and agreed. The book was about a girl who had been bullied and committed suicide. She left behind a series of 13 tapes that explained her reasons why and in the process revealed a lot of people’s secrets.

Our idea was not to advertise it in a traditional sense but to find a way for kids to discover the book on their own, and start talking about it to each other. And that’s exactly what happened. Within 2 months it became #3 on the NYTimes best sellers list. It ultimately made it to #1.

This campaign 13 Reasons Why won a Cannes Lion, a Gold Effie and was a finalist for the Grand Effie. It was also recognized by the One Show Interactive awards. We brought this client and this project into Grey, hand picked a very small team to see it through, produced and shot the videos ourselves on our own time and ended up winning Grey’s first Cannes Lion in many years.

Banana Boat viewed themselves as the fun in the sun brand for every member of the family, but after years of product-heavy messaging that leaned more toward protection than fun, they were losing their identity to brands like Coppertone. We helped them find it again by creating wacky TV that balanced fun with protection. Plus print and digital content with a cool new ownable edge. An initiative aimed towards men called Sun blunders, featured soccer star Landon Donovan and turned into a partnership with the Skin Cancer Foundation featuring a website, print, radio and In-Store Content.

Juvederm Integrated Campaign

How do you sell a product you can’t see, to people who can't buy it, to fix a problem that doesn’t have a name?  That was the challenge for the new facial aesthetic from Allergan called Juvederm. Juvederm is an injectable filler doctors use to smooth out age lines beside the nose and mouth. We named the problem 'parentheses' and created an ownable line and a look that translated across all channels and turned Juvederm into the Allergan’s most successful launch ever and won an Effie and multiple health care awards.

Hawaiian Tropic needed some buzz worthy ideas to change people’s perceptions. With HT’s PR agency, we created a contest to find the new face of Hawaiian Tropic. We saw an opportunity for Grey to take the lead and sold through an entire socially-driven campaign with banners, posts and especially video content designed to heat up the voting process and give Hawaiian Tropic their new day in the sun.