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/AD: Dawn McCarthy CWs: James Maravetz (Everyone, Piano, Five Cents)/Russell Dodson (Yosemite Sam) 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 Agency: MullenLowe Boston
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 illustrated form, doing self-breast exams.
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
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 working out, from skin discoloration to washing hair. The idea lives under the platform of United we move.
AD: Dawn McCarthy CW: Jenna Capobianco
America’s Test Kitchen asked us to create a social media campaign to drive subscriptions. We knew our viewers, Gen Foodie, as we deemed them, 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 other subscription services, like Harry’s Shave Club, Freshly, Winc, Datebox and Stitch Fix.
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/Producer: Dawn McCarthy Camera: Sebastian Gray Editor: Glenn Walton Agency: The Story Room
CW: Dawn McCarthy AD: Hernan Pettinaroli Agency: The Community
The Story Room, a startup Digital/Social agency, needed help designing their brand identity and website experience. The goal was to captivate with powerful imagery, communicate their brand pillars, and create intuitive navigation throughout the site. thestoryroom.com
In the lead to design their brand identity, I invited the staff of the agency to submit to the Long Fucking Tag competition. They were asked to write a 100-word description of the agency, the winner would be printed on the oversized tag inside the agency hoodies.
Creative Director/Art Director/Copywriter: Dawn McCarthy Designer: Andres Chumino Agency: The Story Room
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 www.dontabandonthecart.com led them to a tutorial about how easy Bill Me Later could make their online shopping checkout experiences.
AD: Dawn McCarthy CW: Jenny Sandbank Agency: KBS
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
Mercedes tasked us to tap into the true emotional experience of loving a car to its core. 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. This was one of Mercedes' first efforts to tap into female decision-makers and buyers. AD: Dawn McCarthy CW: Laura Fegley Agency: Merkley + 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 media allowed to run in that section of the New York Times, making the campaign a pioneer in media buying. President Bill Clinton also sent his congratulations on the campaign. AD: Dawn McCarthy CW: Laura Fegley Agency: Merkley + Partners
Fila, as sponsors of the Kenyan Marathon team, decided to ask the question, "What if you ran everywhere like they do in Kenya?" AD: Dawn McCarthy CW: Riley Kane Agency: Merkley + Partners
American Museum of Natural History
Posters for opening exhibits. AD: Dawn McCarthy CW: Laura Fegley Agency: Merkley + Partners
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, with over 250 styles of shoes, bags, and clothing and accessories. Today, DSW's is one of the leading shoe stores in the U.S. ACD/AD: Dawn McCarthy ACD/CW: Laura Fegley Agency: Cliff Freeman & Partners
Pitch work that won us the Sports Authority account ."Big" items would have been placed around Chicago in the teaser portion of the launch. Later the "big" sports items would have been branded by Sports Authority, announcing their merger with several other sporting goods stores, nationwide. CD/AD: Dawn McCarthy ACD/CW: Laura Fegley Agency: Cliff Freeman & Partners
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, as well as additional photos are on the app Big Chile.