http://cargocollective.com Rob Bloom Thu, 05 Jan 2012 17:47:10 +0000 http://cargocollective.com en http://cargocollective.com/robbloom/Random-work-I-like http://cargocollective.com/robbloom/following/robbloom/Random-work-I-like Thu, 05 Jan 2012 17:47:10 +0000 Rob Bloom 2552439 PRINT For USVI, placed in NHL Winter Classic program. <img src="http://payload12.cargocollective.com/1/4/134731/2552439/USVI NHL Winter Classic Print_HI.jpg" border="0" width="670" height="869" width_o="1257" height_o="1632" src_o="http://payload12.cargocollective.com/1/4/134731/2552439/USVI NHL Winter Classic Print_HI_o.jpg" align="left" /> OUTDOOR W Condos. <img src="http://payload12.cargocollective.com/1/4/134731/2552439/w-drop.jpg" border="0" width="670" height="433" width_o="2048" height_o="1325" src_o="http://payload12.cargocollective.com/1/4/134731/2552439/w-drop_o.jpg" align="left" /> <img src="http://payload12.cargocollective.com/1/4/134731/2552439/w-oooh.jpg" border="0" width="670" height="433" width_o="2048" height_o="1325" src_o="http://payload12.cargocollective.com/1/4/134731/2552439/w-oooh_o.jpg" align="left" /> http://cargocollective.com/robbloom/Shriners-Hospitals-for-Children http://cargocollective.com/robbloom/following/robbloom/Shriners-Hospitals-for-Children Thu, 05 Jan 2012 17:07:39 +0000 Rob Bloom 2552025 The story Shriners Hospitals for Children (SHC) has spent the last 90 years providing extraordinary specialized medical care to pediatric patients at no cost. They've also produced research that has led to game-changing breakthroughs. Now, after nearly a century of giving, SHC needs people to give back. The insight Times are tough and not everyone is able to give a monetary donation. That's okay. SHC will take any donation you're willing to give: a kind thought, word of encouragement, even a smile. It's a great way to build interest in the brand and also lay the groundwork for future monetary donations. PRINT <img src="http://payload12.cargocollective.com/1/4/134731/2552025/Shriners Donation print1.jpg" border="0" width="670" height="867" width_o="2048" height_o="2650" src_o="http://payload12.cargocollective.com/1/4/134731/2552025/Shriners Donation print1_o.jpg" align="left" /> <img src="http://payload12.cargocollective.com/1/4/134731/2552025/Shriners Donation print3.jpg" border="0" width="670" height="867" width_o="2048" height_o="2650" src_o="http://payload12.cargocollective.com/1/4/134731/2552025/Shriners Donation print3_o.jpg" align="left" /> <img src="http://payload12.cargocollective.com/1/4/134731/2552025/Shriners Donation print2.jpg" border="0" width="670" height="867" width_o="2048" height_o="2650" src_o="http://payload12.cargocollective.com/1/4/134731/2552025/Shriners Donation print2_o.jpg" align="left" /> MOBILE App lets you read about different patients and make a donation from your phone. <img src="http://payload12.cargocollective.com/1/4/134731/2552025/Shriners Donation mobile.jpg" border="0" width="670" height="517" width_o="1651" height_o="1275" src_o="http://payload12.cargocollective.com/1/4/134731/2552025/Shriners Donation mobile_o.jpg" align="left" /> http://cargocollective.com/robbloom/iShares-2 http://cargocollective.com/robbloom/following/robbloom/iShares-2 Thu, 17 Nov 2011 18:15:56 +0000 Rob Bloom 2323893 The story The Total Performance Challenge was a success. So much so that iShares wanted to create a new vehicle to explain ETFs in a fun and memorable way. The insight The challenge in making ETFs fun and memorable is that, well, they're neither fun nor memorable. What they are is ridiculously complicated. If we were going to make them fun, we had to first make them simple. So we created a metaphor about flowers. Then we created an animated video to explain that metaphor. Then, to increase engagement and shareability, we created a contest on Facebook and YouTube that invited financial advisors to create their own metaphors about ETFs. After only three weeks, the YouTube video had racked up over 5,000 views. That's 5,000+ people watching a 7-minute video on an obscure financial topic. Not too shabby. Fun? Check. Memorable? Check. A viral sensation among financial advisors? Check. SOCIAL <img src="http://payload1.cargocollective.com/1/4/134731/2323893/ETF facebook-C.jpg" border="0" width="480" height="720" width_o="480" height_o="720" src_o="http://payload1.cargocollective.com/1/4/134731/2323893/ETF facebook-C_o.jpg" align="left" /> <img src="http://payload1.cargocollective.com/1/4/134731/2323893/youtube-C.jpg" border="0" width="534" height="576" width_o="534" height_o="576" src_o="http://payload1.cargocollective.com/1/4/134731/2323893/youtube-C_o.jpg" align="left" /> ORIGINAL VIDEO CONTEST VIDEO SUMMARY VIDEO http://cargocollective.com/robbloom/U-S-Virgin-Islands http://cargocollective.com/robbloom/following/robbloom/U-S-Virgin-Islands Thu, 17 Nov 2011 17:37:35 +0000 Rob Bloom 2323708 The story The U.S. Virgin Islands was teaming up with jetBlue to announce the airline's direct flights to St. Thomas. They even bought a bunch of pricey boards in Boston's Logan Airport and everything. Only problem was figuring out what to put on those boards. The insight Logan is one of the busiest airports in the country. Also one of the grouchiest (cold will do that to you). We wanted to grab the attention of those busy, grouchy travelers with eye-catching visuals that contrasted their everyday reality with a paradise fantasy. <img src="http://payload1.cargocollective.com/1/4/134731/2323708/winter wonderland-C.jpg" border="0" width="670" height="223" width_o="2048" height_o="682" src_o="http://payload1.cargocollective.com/1/4/134731/2323708/winter wonderland-C_o.jpg" align="left" /> <img src="http://payload1.cargocollective.com/1/4/134731/2323708/wind chill-C.jpg" border="0" width="670" height="223" width_o="1800" height_o="600" src_o="http://payload1.cargocollective.com/1/4/134731/2323708/wind chill-C_o.jpg" align="left" /> <img src="http://payload1.cargocollective.com/1/4/134731/2323708/winter blues-C.jpg" border="0" width="670" height="223" width_o="1950" height_o="650" src_o="http://payload1.cargocollective.com/1/4/134731/2323708/winter blues-C_o.jpg" align="left" /> <img src="http://payload1.cargocollective.com/1/4/134731/2323708/frostbite-C.jpg" border="0" width="670" height="464" width_o="1950" height_o="1353" src_o="http://payload1.cargocollective.com/1/4/134731/2323708/frostbite-C_o.jpg" align="left" /> <img src="http://payload1.cargocollective.com/1/4/134731/2323708/snow shovel-C.jpg" border="0" width="670" height="464" width_o="1950" height_o="1353" src_o="http://payload1.cargocollective.com/1/4/134731/2323708/snow shovel-C_o.jpg" align="left" /> Mall Event The Boston-based campaign was such a success, the client wanted to extend it into an equally cold city. So we took over Philadelphia's King of Prussia Mall, one of the largest malls in the country, with window clings, floor decals, elevator wraps, and giant banners. There was even a troupe of dancers, performers, and musicians flown in from the USVI to entertain shoppers. Not to mention travel agents on hand to turn those shoppers into USVI-goers. The two-day event was a resounding success, resulting in increased brand awareness, web traffic, and, most importantly, increased sales of vacation packages. Click image to view as slideshow. That's right, slideshow. <img src="http://payload1.cargocollective.com/1/4/134731/2323708/door.jpg" border="0" width="648" height="432" width_o="648" height_o="432" src_o="http://payload1.cargocollective.com/1/4/134731/2323708/door_o.jpg" align="left" /> <img src="http://payload1.cargocollective.com/1/4/134731/2323708/elevator.jpg" border="0" width="360" height="540" width_o="360" height_o="540" src_o="http://payload1.cargocollective.com/1/4/134731/2323708/elevator_o.jpg" align="left" /> <img src="http://payload1.cargocollective.com/1/4/134731/2323708/slip-2.jpg" border="0" width="431" height="562" width_o="431" height_o="562" src_o="http://payload1.cargocollective.com/1/4/134731/2323708/slip-2_o.jpg" align="left" /> <img src="http://payload1.cargocollective.com/1/4/134731/2323708/food court.jpg" border="0" width="504" height="336" width_o="504" height_o="336" src_o="http://payload1.cargocollective.com/1/4/134731/2323708/food court_o.jpg" align="left" /> <img src="http://payload1.cargocollective.com/1/4/134731/2323708/event2.jpg" border="0" width="288" height="432" width_o="288" height_o="432" src_o="http://payload1.cargocollective.com/1/4/134731/2323708/event2_o.jpg" align="left" /> Collateral - Ice Scraper We also gave folks branded collateral they could actually use: an ice scraper. Complete with another not-so-subtle reminder about why they need to get away from winter. Front <img src="http://payload1.cargocollective.com/1/4/134731/2323708/front1.jpg" border="0" width="420" height="316" width_o="420" height_o="316" src_o="http://payload1.cargocollective.com/1/4/134731/2323708/front1_o.jpg" align="left" /> Inside <img src="http://payload1.cargocollective.com/1/4/134731/2323708/inside1.jpg" border="0" width="300" height="450" width_o="300" height_o="450" src_o="http://payload1.cargocollective.com/1/4/134731/2323708/inside1_o.jpg" align="left" /> http://cargocollective.com/robbloom/Yamaha http://cargocollective.com/robbloom/following/robbloom/Yamaha Mon, 22 Aug 2011 15:13:39 +0000 Rob Bloom 1894936 The story Website redesign for Yamaha Boats and Yamaha WaveRunners. Yamaha had one request: make our websites not suck. Easier said than done. The existing sites were bogged down with technical jargon, generic stock photos, and copy that read like a blurb from Encyclopedia Britannica. Without the witty "I have a report due on space" dialogue, of course. The insight Yamaha's water toys are friggin' cool. They also happen to be superior in every way to the competition. So how do you convey that to a potential buyer? By defining the experience. YAMAHA BOATS We summed up the experience with a single statement: Have a Yamaha Weekend. The site, which was divided into Saturday and Sunday, took users on a journey through those two days. <img src="http://payload.cargocollective.com/1/4/134731/1894936/yamaha1.jpg" border="0" width="670" height="515" width_o="724" height_o="557" src_o="http://payload.cargocollective.com/1/4/134731/1894936/yamaha1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/4/134731/1894936/yamaha2.jpg" border="0" width="670" height="3789" width_o="724" height_o="4095" src_o="http://payload.cargocollective.com/1/4/134731/1894936/yamaha2_o.jpg" align="left" /> YAMAHA WAVERUNNERS First, we defined the product. Quite simply, that Yamaha WaveRunners were a joy to ride. Then we defined what that meant through the product's three brand pillars: performance, luxury, and versatility. <img src="http://payload.cargocollective.com/1/4/134731/1894936/yamaha_wave1.jpg" border="0" width="670" height="723" width_o="724" height_o="782" src_o="http://payload.cargocollective.com/1/4/134731/1894936/yamaha_wave1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/4/134731/1894936/yamaha_wave2.jpg" border="0" width="670" height="723" width_o="724" height_o="782" src_o="http://payload.cargocollective.com/1/4/134731/1894936/yamaha_wave2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/4/134731/1894936/yamaha_wave3.jpg" border="0" width="670" height="723" width_o="724" height_o="782" src_o="http://payload.cargocollective.com/1/4/134731/1894936/yamaha_wave3_o.jpg" align="left" /> http://cargocollective.com/robbloom/Cox-Communications http://cargocollective.com/robbloom/following/robbloom/Cox-Communications Tue, 26 Jul 2011 16:06:55 +0000 Rob Bloom 1781096 The story Cox Communications wanted to generate interest in their TV ONLINE service. The insight Digeez are the popular (do an eBay search if you don't believe me) mascots of Cox Communications who provide answers to customers' FAQs. Since demand for Digeez is high, we decided to leverage the little guys to create buzz around TV ONLINE. The game We created a Facebook game where Cox customers answered a weekly trivia question related to TV ONLINE content. If they answered the question correctly, they were entered into a drawing to win a Digeez. If they got it wrong, they could return the following week and try again. FACEBOOK <img src="http://payload.cargocollective.com/1/4/134731/1781096/01_Tab_option02_fb.jpeg" border="0" width="670" height="569" width_o="1065" height_o="905" src_o="http://payload.cargocollective.com/1/4/134731/1781096/01_Tab_option02_fb_o.jpeg" align="left" /> <img src="http://payload.cargocollective.com/1/4/134731/1781096/02_App_version01_fb.jpeg" border="0" width="670" height="569" width_o="1065" height_o="905" src_o="http://payload.cargocollective.com/1/4/134731/1781096/02_App_version01_fb_o.jpeg" align="left" /> <img src="http://payload.cargocollective.com/1/4/134731/1781096/02_App_version01_correct-answer_fb.jpeg" border="0" width="670" height="569" width_o="1065" height_o="905" src_o="http://payload.cargocollective.com/1/4/134731/1781096/02_App_version01_correct-answer_fb_o.jpeg" align="left" /> After playing, users posted their Digeez efforts on their wall. <img src="http://payload.cargocollective.com/1/4/134731/1781096/Cox_facebook-status.jpg" border="0" width="670" height="620" width_o="1013" height_o="938" src_o="http://payload.cargocollective.com/1/4/134731/1781096/Cox_facebook-status_o.jpg" align="left" /> E-MAIL After the weekly drawing, eligible players received an e-mail informing them of their win (and the status of their precious Digeez) or their loss (and encouraging them to play again). <img src="http://payload.cargocollective.com/1/4/134731/1781096/Cox_Email_Winner.jpg" border="0" width="670" height="575" width_o="759" height_o="652" src_o="http://payload.cargocollective.com/1/4/134731/1781096/Cox_Email_Winner_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/4/134731/1781096/Cox_Email_Loser.jpg" border="0" width="670" height="575" width_o="759" height_o="652" src_o="http://payload.cargocollective.com/1/4/134731/1781096/Cox_Email_Loser_o.jpg" align="left" /> http://cargocollective.com/robbloom/Where-I-ve-been-and-what-I-ve-learned http://cargocollective.com/robbloom/following/robbloom/Where-I-ve-been-and-what-I-ve-learned Tue, 26 Jul 2011 15:33:05 +0000 Rob Bloom 1780972 JWT Atlanta / 2011 - Present Senior Copywriter What I work on: U.S. Virgin Islands, Marines, new business, and more. What I'm learning: The thrill of owning strong creative from beginning to end. IQ / 2010 - Present Senior Copywriter What I worked on: Central Garden & Pet, Cox Communications, iShares, Regent Seven Seas Cruises, SunTrust, Yamaha. I was also an active voice on the IQ blog and Twitter feed. What I learned: How to make the complicated simple—and really cool. Fleming & Van Metre Advertising / 2007 - 2010 Senior Copywriter What I worked on: Archdiocese of Philadelphia, BASF, CommVault, Pulte Homes. What I learned: Just because it's B2B doesn't mean it can't be sexy. Comcast-Spectacor / 2005 - 2007 Copywriter What I worked on: Comcast, Philadelphia 76ers, Philadelphia Flyers, Franklin Institute. What I learned: How to put butts in seats. Freelancer / 2004 – Present Copywriter and Strategist What I worked on: Cartoon Network, Florida Department of Education, GMAC, Joe DiMaggio Children's Hospital, Kellogg’s, Turner. What I learned: Running your own business is great...if you like bleeding ulcers. Miller Zell / 2001 – 2003 Copywriter What I worked on: AOL, Circuit City, DirecTV, H & R Block, Mohawk Flooring. What I learned: How effective good POP advertising can really be. The Integer Group / 1999 – 2001 Copywriter What I worked on: AT&T, Atlanta Falcons, Boy Scouts, Cinnabon, NAPA Auto Parts. What I learned: How to concept, write, and produce advertising—fast. Walt Disney World / 1999 Chipmunk What I worked on: Making the magic happen for an international audience, many of whom wore fanny packs. What I learned: How to make people laugh and say “Awww...” while I was on the verge of passing out from heat stroke. WHAT I’VE WON A bunch of Addy, Telly, and Webby awards. Plus, in 3rd grade, I won first place in a countywide contest for my essay "How to make your sister crazy." WHERE I HAD A STUDENT ID AND LANYARD University of Florida and the Creative Circus. http://cargocollective.com/robbloom/Comedy-writing http://cargocollective.com/robbloom/following/robbloom/Comedy-writing Tue, 26 Jul 2011 10:43:51 +0000 Rob Bloom 1779980 Over the years, I've written for folks like The Onion, NPR, McSweeney’s, Cartoon Network, CRACKED, Opium Magazine, Fresh Yarn, and Funny Times. And for seven years, I wrote a weekly syndicated humor column that was praised by the Erma Bombeck Workshop, as well as my parents who hung it on their fridge with magnets shaped like fruit. Most recently, I won a nationwide screenwriting contest and had my script made into a short film. The film was produced by the Upright Citizens Brigade and shown with the trailers in more than 20,000 theaters across the country. Here are a few of my favorite printed pieces. Go on and read. You'll laugh until you stop. Statler And Waldorf Get Evicted From Their Retirement Home The International Society of Magicians Responds To An Applicant A Zagat Writer Reviews Everyday Life Invasion Of The Giant Plates Kick Me When I'm Down http://cargocollective.com/robbloom/How-the-client-broke-my-heart http://cargocollective.com/robbloom/following/robbloom/How-the-client-broke-my-heart Tue, 26 Jul 2011 02:51:30 +0000 Rob Bloom 1778558 Reflections on Rejection By Rob Bloom The client: Philadelphia Wings The story: The players of the Philadelphia Wings lacrosse franchise aren’t like other pro athletes (read: no million dollar endorsements, bad reality shows, or involvement in sex/drug/dog fighting scandals). These guys have day jobs and struggle to make ends meet⎯just like the rest of us. Unlike us, they spend their nights beating the hell out of angry men with sticks. The strategy here was to humanize these unique athletes by focusing on their double lives. The campaign got axed in favor of monster truck-esque print ads (“Sunday, Sunday, Sunday!”). 1. (VISUAL) Wings player, wearing jersey, standing in front of school blackboard. (HEAD) When he’s not teaching kids, he’s schooling opponents. 2. (VISUAL) Wings player, wearing jersey, balancing multiple plates of food. (HEAD) During the day, he takes orders. At night, he gives them. 3. (VISUAL) Wings player, wearing jersey, looking over architectural blueprints. (HEAD) By day, he lays out plans. By night, he lays out opponents. The client: Hilton The story: The Hilton Anatole, a sponsor of the Texas Rangers, wanted to put up some billboards around town, pledging their loyalty to the team. My approach was to combine good ‘ol fashioned trash-talking with the classiness of the Hilton brand. The result was a campaign that supported the Rangers, highlighted the unique features of the Hilton Anatole, and got rejected by the client who opted to do radio instead. 1. Dear visiting team, Our fluffy pillows are perfect for crying into. Sincerely, Hilton Anatole Official hotel of the Texas Rangers 2. Dear visiting team, Wallow in self-pity in any of our seven bars and lounges. Sincerely, Hilton Anatole Official hotel of the Texas Rangers 3. Dear visiting team, Our V spa treats bruises of any color. Sincerely, Hilton Anatole Official hotel of the Texas Rangers The client: Vodka brand whose name I can’t disclose The story: A leading brand of Russian vodka was planning a big US launch. The client wanted to convey the vodka was strong, manly, and down-to-earth. I had pages of ideas (including “Makes that other Russian export, Ivan Drago, look like a pansy.”) but these are the lines that survived before the launch was put on temporary (?) hold. 1. (HEAD) No frills. No fuss. And nothing that ends in -tini. (SUBHEAD) Real vodka. For real people. 2. (HEAD) Un-Cosmopolitan. (SUBHEAD) Real vodka. For real people. 3. (HEAD) Do you know what we call those frilly pink drinks in Russia? We don’t. (SUBHEAD) Real vodka. For real people. 4. (HEAD) In 2009, we sold 220 million bottles of vodka. (SUBHEAD) Slow year. (TAG) The #1 vodka of the people who know vodka. 5. (HEAD) Ask any Russian and he’ll tell you what vodka he drinks. (SUBHEAD) Ask 220 million Russians and you’ll get the same answer. (TAG) The #1 vodka of the people who know vodka. The client: The Onion The story: For a while, I was submitting 25 headlines a week to the folks at The Onion. Sometimes the headlines moved on to fame and fortune. Other times, they reached a much less glamorous destination: Rejection Hell. Go on, read my rejects. You’ll laugh until you stop. Child Never Says A Darndest Thing Moustache That Once Belonged to Tom Selleck Found Living in Cuba Woman Finds New Yorker Cartoon “Fucking Hilarious” Baby Tiffani Looking Forward To Career As Stripper Ronald McDonald House Patient Prefers Burger King Man’s Friends Sick And Tired Of Hearing About Craig’s List Bargain Employees Jealous Of Recently Fired Coworker Nationwide Tater Tots Shortage Causes Panic Among Area Schoolchildren Despite His Famous Namesake, Area Scott Baio Can’t Get Laid Woman Tired Of Looking On Bright Side Ultimate Fighting Now To Include Bears Man Keeps Fucking Up Outgoing Voicemail Message Pregnant Woman Steals Thunder From Friend’s Engagement Party Study: If Freddy Kills You In Your Dreams, You Die In Real Life Multiple-Winged Chicken Cloned To Keep Up With The Demand Decades Later, Viewers Still Unsure As To What Willis Was Talkin’ ‘Bout Newborn Is An Asshole College Student Plans To Spend Winter Break Overhyping Sex Life Gift Shop Visit Overshadows Museum Field Trip School Science Fair Features Record 87 Volcanoes Coworker Much Funnier Over E-mail Than In Person AV Club President Getting Used To Idea Of Abstinence Office IT Guy Tired Of Proving He’s Not Condescending http://cargocollective.com/robbloom/Mike-s-Hard-Lemonade http://cargocollective.com/robbloom/following/robbloom/Mike-s-Hard-Lemonade Tue, 26 Jul 2011 02:39:13 +0000 Rob Bloom 1778504 The story Most people agree that Mike's is delicious. Unfortunately, any guy caught drinking the stuff will be mocked mercilessly by his friends. The insight Let's provide male Mike's drinkers with a creative tool to enjoy their lemony treat. The app gives them a way to counteract the harassment, as well as permission to drink Mike's more confidently and more often. APP Just shake the phone to generate a witty comeback. <img src="http://payload.cargocollective.com/1/4/134731/1778504/Mikes App 1.jpg" border="0" width="331" height="600" width_o="331" height_o="600" src_o="http://payload.cargocollective.com/1/4/134731/1778504/Mikes App 1_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/4/134731/1778504/Mikes App 2.jpg" border="0" width="331" height="600" width_o="331" height_o="600" src_o="http://payload.cargocollective.com/1/4/134731/1778504/Mikes App 2_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/4/134731/1778504/Mikes App 3.jpg" border="0" width="331" height="600" width_o="331" height_o="600" src_o="http://payload.cargocollective.com/1/4/134731/1778504/Mikes App 3_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/4/134731/1778504/Mikes App 4.jpg" border="0" width="331" height="600" width_o="331" height_o="600" src_o="http://payload.cargocollective.com/1/4/134731/1778504/Mikes App 4_o.jpg" align="left" /> <img src="http://payload.cargocollective.com/1/4/134731/1778504/Mikes App 6.jpg" border="0" width="331" height="600" width_o="331" height_o="600" src_o="http://payload.cargocollective.com/1/4/134731/1778504/Mikes App 6_o.jpg" align="left" />