The future of the ecommerce is not dot-com, it's dot-brand. Looking to combat counterfeiters and re-establish itself in the 21st century, Zippo registered its own .zippo brand domain as a visible way of increasing customer security and product integrity. Tasked with writing copy for this new homepage that emphasized their authentic, iconic brand, I wrote well over 150 headlines, with two clear standouts: One to emphasize Zippo's inimitability, the other Zippo's entrenched symbolism in our shared history.
Across their roster of premium motor oils and for every major retailer from Walmart to Costco, Mobil had a constant need for fresh banner ads. Whether it be for wayfarers road tripping cross country or just simple families who depend on their vehicle, there was no shortage of snappy, effective headlines for an animated gif.
Just because a bulb is LED doesn't make it particularly efficient. In their push to help Americans do their part in conserving energy, Energy Star wanted to install stickers on in-store displays for Cree's Energy Star certified LED bulbs, emphasizing not only their earth- and money-saving power, but their illuminating power, too.
Ever vigilant in their efforts to keep Massachusetts the most energy-efficient state, Mass Save commissioned several PSAs, asking for concise but surprising facts about the significant impacts that using Energy Star products can have on a family's wallet and quality of life.
While a Zippo may be "What makes the man," the company wanted to expand its client base with sleek, fashionable candle lighters. With a full-page ad in O Magazine and mobil ads to reach its readership shopping nearby a certain household name in the scented candle business, Zippo was able to reach women looking forward to receiving family and guests for the approaching holidays.
Mass Save frequently offers promotional deals through its website and social media channels, enabling Massachusetts residents to buy Energy Star certified products they wouldn't normally be able to afford.
Ad copy isn't always short and sweet. In fact, sometimes it's not appropriate for the message. Whether it was evergreen, advertorials, or personal correspondence, the unique challenge of working with the carefully protected lexicon of a Fortune 100 company was one I was always eager to accept.
Every day, thousands cross through the Copley Skywalk—a transparent walkway crossing above Stuart Street into the Copley Place mall. In the lead up to Black Friday, the Commonwealth’s consumer energy-efficiency program, Mass Save, set up posters leading into the mall to encourage shoppers to buy Energy Star products and appliances.
