MetLife had been using Snoopy and the rest of the Peanuts crew for over 25 years, and asked us to modernize their connection to the characters. So we created the epic Super Bowl spot "Everyone", which combined over 100 of the most-loved vintage cartoon characters with the Peanuts characters to successfully update their partnership.
A social media campaign coincided with the Super Bowl game, where spots showed the "behind the scenes" activity of the cartoon characters.
"Piano" ran during the Grammy and Academy Awards, as well as the Olympics.
"Five Cents" was one of three tactical spots we created to support the Super Bowl effort.
CD: Dawn McCarthy CWs: James Maravetz (Everyone, Piano, Five Cents)/Russell Dodson (Yosemite Sam) ECD: Ari Merkin Director: Laurent Ledru (Everyone, Piano, Five Cents) Agency: CP+B
U.S. Cellular’s competitors had been giving large mobile carriers a bad name, and we decided to call them on it.
To prove the point, we designed a campaign that would, literally, project more “honest” versions of our competitors’ logos onto the buildings of their corporate headquarters, along with scrolling, real-time tweets of customer dissatisfaction with their providers.
Art Directors: Dawn McCarthy/Monica Taylor Copywriters: Steve Howard/Roger Baldacci
Thorn is a technology company, founded by Ashton Kutcher and Demi Moore to prevent online child abuse and trafficking.
Led by CEO Julia Cordua, and working with partners like Google.org, Thorn is fighting the misconception that the problem of child sex trafficking is isolated to developing countries. Abusers are co-opting new and emerging technology to hurt children every day.
Thorn uses new digital platforms and technologies as a weapon to better understand the way abusers use social media. They democratize their technology so that law enforcement has access to all of their research.
Art Director: Dawn McCarthy Copywriter: Jean Rhode Graphic Designer: Yaneisy Reyes
In this campaign for Reebok, we hit the misconception that black women “don’t work out” head-on, by talking to the issues that women of color face when it comes to exercising, from washing hair to feeling watched. The platform is United we move.
AD: Dawn McCarthy CW: Jenna Capobianco
Susan G. Komen’s image had become part of the “old guard". The pink ribbon had become faded with overuse and the race for the cure had lost its momentum. In this pitch we were tasked with rebranding Susan G. Komen, including their logo and their communications to bring them into the “new guard”.
In a world where the media exploits breasts, we put the power back where it belongs, with the women who own them. We came up with the idea “Flaunt for the Fight” creating a new movement where everyone can bare their breasts together in the form of customized breast art they proudly wear.
MOBILE APP + ART
The app creates abstract artwork of each user’s breasts. The artwork is printed on race t-shirts at the Komen events. Customized merchandize using the original artwork is sold via the app and an on-line auction to raise money for the cure. Personalized artwork becomes Facebook badges.
A Youtube channel, “BoobTube”, features famous female comedians like Tina Fey and Melissa McCarthy, in animated form, doing self-breast exams. They are cracking jokes and making us laugh the whole way through.
LOGO + MERCHANDIZING
To give the movement another jolt forward, we evolved the pink ribbon into a pink lighting bolt and created merchandise.
AD: Dawn McCarthy CW: Paula Dombrow Agency: Possible
The Story Room, a startup Digital/Social agency, brought me into establish their brand identity, bring in new business, and lead their creative department.
We redesigned their website experience, and invited the staff of the agency to submit to the Long Fucking Tag competition. Asked to write a 100-word description of the agency, the winning copy was printed on the oversized tag inside the agency hoodies.
America’s Test Kitchen asked us to create a social media campaign to drive subscriptions. Our target, Gen F (for Foodie), had a limited subscription budget that we trying to grab a piece of. We realized we were not only competing against other food subscription services, like Blue Apron, but against general subscription services, like Harry’s Shave Club, Freshly, Winc, Datebox and Stitch Fix.
Creative Lead: Dawn McCarthy Designer (LFT Competition): Andres Chumino Agency: The Story Room
These videos were created for the American Civil Liberties Union (ACLU) of Florida to get the word out about Amendment 4, an important resolution to Florida’s Constitution in the 2018 midterm election. It’s passing means that 1.4 million previously-disenfranchised voters will now have their voting rights restored. Florida was one of four states that still had legislation that strips people of their voting rights for having a prior felony, despite the type of crime. Up until it’s passing, 25% of people in this country that couln't vote because of prior felonies were in Florida.
Creative Director/Writer/Producer: Dawn McCarthy Editor: Glenn Walton Camera: Sebastian Gray Agency: The Story Room
TBS asked Cliff Freeman & Partners to launch their airing of the HBO's original series Sex & the City, in chronological order, something no other TV network had done since HBO first ran the series.
We wrote a campaign that created tween versions of the Sex & the City characters that wrapped with a line of "See them from the beginning." "from the first episode to the last."
Ambient marketing focused on specific storylines and sex positions from different episodes. The cinema spot didn't make it through the censors, but definitely made the point that Sex in the City would be "Coming soon" to TBS.
CD/AD: Dawn McCarthy ACD/CW: Laura Fegley Agency: Cliff Freeman & Partners
DSW was a new business model, offering shoes on the rack, in a warehouse setting. We were tasked with bringing them into retail world with humor and interest. After all, for women, the experience of buying shoes is primal and emotional.
We worked with them from the inception of their newly-created, publically-held brand, DSW Shoes. We were tasked with designing their shopping bags, press release, and even creating private-label brands for them. Katie & Kelly, being one of their best selling brands.
ACD/AD: Dawn McCarthy ACD/CW: Laura Fegley Agency: Cliff Freeman & Partners
Women & Co., a Citi subsidiary, invited us to partner with them in their inception of a financial investment brand targeted specifically to women. We were tasked with naming the company, creating their identity, and creating a set of brand communications that would stand out in the financial category, as 100% female-targeted.
The mock-wedding-announcements were the first-ever ads allowed to run in the wedding section of the New York Times, making the campaign a pioneer in native advertising and media buying. President Bill Clinton also sent his congratulations on the campaign.
CW: Laura Fegley Agency: Merkley + Partners
Mercedes-Benz tasked us to tap into the true emotional experience of loving a car to its core. This was one of Mercedes' first efforts to tap into female decision-makers. And for our work, my partner (also of the female variety) and I were hailed in the press as some of the only women in the industry who were were producing award-winning work for cars at that time.
CW: Laura Fegley Agency: Merkley + Partners
In the the strange spirit of the Miller Lite "Dick" campaign, we turned a Miller lite radio spot about naked people into a TV commercial. AD: Dawn McCarthy GCD: Linus Karlsson CW: Eric Sorensen (radio) Agency: Fallon Worldwide
Starbucks CEO Howard Schultz had strong opinions on the 1998-9 NBA lock-out. This full-page newspaper ad ran asking the NBA to start playing again. AD: Dawn McCarthy CW: Xenia Rutherford Agency: Fallon Worldwide
Holiday Inn Express– We took thinking you’re smarter than you are because you stayed at a Holiday Inn Express to a new level. AD: Dawn McCarthy CW: Mike Gibbs Agency: Fallon Worldwide
Lee asked us to create a campaign for their brand, Casuals, that would stand out in the fashion magazines. Working with photographer, Lizzie Himmel, we created a campaign using photo-documentary style images, and an organic handwritten font that would break through the usual high-fashion clutter. AD: Dawn McCarthy CW: Linda Birkenstock Agency: Fallon Worldwide
Spitfire– AD: Dawn McCarthy CW: Eric Sorensen Agency: Fallon Worldwide
Drugfree.org (Partnership for a Drugfree America)
CW: Riley Kane Illustrator: Mark Todd
As sponsors of the Kenyan Marathon team, Fila decided to ask the question, "What if you ran everywhere like they do in Kenya?"
CW: Riley Kane
American Museum of Natural History
Posters for opening exhibits “Fighting Dinosaurs: New Discoveries from Mongolia” and “Pearls”.
CW: Laura Fegley
AD: Hernan Pettinaroli Agency: The Community
Bill Me Later was a new form of checkout payment for online purchases, a new competitor with PayPal. The problem was that online consumers were filling up their virtual carts, but when it came time to pay up they ended up abandoning their carts. Microsite (you don’t hear that word anymore) www.dontabandonthecart.com led them to a tutorial about how easy Bill Me Later could make their online shopping checkout experiences.
CW: Jenny Sandbank Agency: KBS
This photo story for Big Magazine was shot over the course of a ten-day crossing across the Andes mountains on horseback.
The crossing began in San Martin de los Andes in Argentina, and arrived in Pucon, Chile. The terrain began in the plains of Argentina and ended up in the forests of Chile.
Selected images from the crossing are for sale on Big Magazine’s online photography gallery. Excerpts from my journal, and more photos, are on the app Big Chile.