Just a few short years ago (six to be exact), plasma screen TVs were new and all the rage. Commanding a hefty price tag of around $10-20,000, they were also forbidden items for the average Joe. This campaign launched Pioneer into the category by demonstrating that the fine art and resolution of plasma was well worth the price. It worked. So well, in fact, plasmas are now commonplace and, thankfully, affordable

Hamer USA is known by guitar gurus as the cream of the crop. To mainstream guitar players, however, the brand just didn't have a vibe. With full page ads in Guitar Player magazine, we positioned the brand as the one to envy. A great guitar deserves an equally great campaign. This one did the trick. Especially for Cheap Trick.

Calavo is the first name in avocados. Fact is, they introduced avocados to the world. Strangely, though the brand is recognized by consumers, they do no consumer advertising. As a marketing organization, they're strictly B2B. Which means they target the retail trade (grocery chains), growers (recruitment), and this campaign which speaks to the food service industry (restaurants). Built on the Jester brand archetype, this campaign boldly stood out from the clutter in trade mags. Sales of avocado pulp and processed guacamole jumped 300%. Yum.