Sears 

I worked with Sears for several years, trying help a their prideful employees to counter less-than-ideal in-store experiences (no one wants to buy a drill off a broken shelf). We branded employees as "The Blue Crew" and shifted the conversation to the appliance, tool, and lawn brands people loved.

appliances

Unfortunately, Sears couldn't get people to drive past Home Depot or Lowe's to shop for their namesake brand: Kenmore. Some, didn't even know Sears carried Kenmore. So we created a series of ads to suggest what the new Sears shopping experience changed to.

"Societal Pressure"

Director: Mike Maguire @ MJZ / Editor: Angelo Valencia

"Puppets"

Director: Baker Smith @ Harvest / Editor: Matthew Wood @ Whitehouse Post

Social / in-store

Kenmore wanted to talk about a ton of features, but they didn't have the money showcase each one. So we turned to Police Academy's Larvelle Jones (Michael Winslow) bring entertainment to their social channels.

lawncare

Sears had a 3-year, 18% decline in market share in lawn mower sales. They lost the battle to HomeDepot and Lowe's, so we launched an aggressive Turf War to reclaim Craftsman's rightful place on America's bluegrasses. TV, pop-up stunts, digital and PR led to a turnaround and gold Effie.

pop-up stunt

Digital

We wanted to claim as much turf as we could across the country, so we took the battle online. People could digitally mow any yard in America using Google Maps. We tapped into their API, let people select a patch of grass, and then mow any message into the map using our lawn mowers.

After they mowed a message, they could share it with friends, enemies and our competitors across Facebook Twitter and the MySears social platform.

Director: Neil Tardio @ GoFilm / Editor: Sean Berringer @ Beast