When you think of a tech anthem, a few tropes come to mind. A golden-tongued celebrity narrator. A time-lapse of a skyline. You’ve seen it—and been bored by it.
But what if, instead, a tech company handed the mic to the world? If they stopped talking and started listening?
With a cast including the world’s most famous neuroscientist, an Obama White House peace advisor, and the founder of the #MeToo movement—not to mention Apollo 11 astronaut Buzz Aldrin—“Dear Tech” aims to break the mold for how a tech company engages with the wider world.
How do you sell a gorpy tech product to an audience attuned to the whiz-bang of consumer tech ads?
You create a fun metaphor, tell a quick story, and give them something pretty to look at. And so we did.
Minwax is the category leader in wood stain, but they were having trouble coaxing a new generation to take on DIY projects—trying Minwax products in the process.
So we gave them a short film that courted young parents with a surprisingly emotional narrative—the last thing you might expect from the “wood care” category.
PNC has a partnership with DonorsChoose, a nonprofit that allows people to donate directly to pre-K classrooms, reducing the burden on teachers who often reach into their own wallets to stock classrooms with school supplies.
To help encourage PNC customers to donate, we wanted to illustrate that a teacher equipped not only with love, but also the tools to teach and inspire, can leave a lifelong impact. So we reunited a pre-K teacher with one of her former students, letting their love and respect for each other 20 years later do the heavy lifting.
PNC Grow Up Great — Donor's Letter (2:00)
RIP Tony the Tiger
Kellogg’s Frosted Flakes uses illegally harvested palm oil in their cereal. The harvesting methods destroy the natural habitats of a number of animals, including—ironically—tigers.
My partner Nicole and I hate this. So we went to over a dozen grocery stores in NYC, re-skinning Frosted Flakes boxes to show a recently-expired Tony the Tiger. Shocked soccer moms = instant awareness.