Kerry Antezana

Ad Club Seattle Rebrand

Ad Club Seattle used to be called The Seattle Advertising Federation. (Now it’s AAF Seattle, but that’s another case study.) It was time for the name and brand to align with the way less stuffy attitude of the club and its members.

Inspired by guerilla marketing and trends toward self-expression and user-generated content, the “stamp” design and new voice were bold, fun, and totally flip. The club got a new style guide and included a new website, print ads, HTML emails and newsletters and a membership brochure.

My Role: Collaborator, Brand Police, Copywriter
Agencies: Kendall Ross (identity); Saltmine (website); JWT (ads & collateral)
 

Musician Dave Matthews is a nature advocate and a maker of wine. This campaign raised awareness and funds for The Wilderness Society, a forest preservation group dear to Dave and his Dreaming Tree Wines partners.

Knowing Dave Matthews Band fans share his love of nature and wine, we launched a social media campaign inviting concert-goers and fans to share their favorite places in nature by “planting a virtual dreaming tree” while at a concert or at home online. For each virtual tree planted, a real one was planted, too.

More than 650 concert-goers participated, nearly 10,000 live tree saplings were planted, the band donated $1M, and fans added tens of thousands to the pot.

[Concept, content strategy & copywriting]

Starbucks was a maverick in coffee and in employer branding. In my time on their account, I developed the recruitment taglines, “Create the Experience” and “Dream Venti,” and with my creative partners elevated the green apron to employer brand icon. We also created “The Green Apron Book,” an onboarding gift that new hires would receive in some form for years to come.

Creative Excellence Awards, Best in Show winner

Microsoft wanted to win the hearts, minds and job applications of top tech talent–and they were willing to let their own employees spill the tea. (Before Glassdoor!)

Integrated Campaign Tactics

–A creative concept called "View<myWorld>”

–Employee story curation and photo shoots

–6 business group websites to help job seekers find their fit (every business recruiter wanted “one of those”)

–A digital, print and outdoor advertising campaign

–An employee zine (much cooler than a recruitment brochure!)

–Employee events and Microsoft campus advertising

–PR/press coverage

My Role: Assoc. Creative Director, Copywriter

Agency: JWT INSIDE

Awards: Webby Awards, WebAwards, INOVA, Creative Excellence Awards (Best in Show!)

Graduating college is scary! That was the strategy behind this recruitment campaign for Microsoft. Grads aren’t ready to commit, so why not give them a work campus like a college campus, and a future full of options?

Campaign Tactics

–A creative concept celebrating the bliss of options

–Two new websites: one for undergrads, one for MBAs (200+ pages each!)

–Digital and print advertising

–A deck of cards dealing out career focus areas (options, options and more options)

–Campus event collateral and swag

My Role: Assoc. Creative Director, Content Strategist, Copywriter

Agency: JWT INSIDE

Awards: WebAwards, iNova Honors, Creative Excellence Awards (Best in Show!)

Mercury needed to get new customers up-and-running faster on their software. Problem was, their training website was focused on buyers, not end-users.

The Solution

–A portal website just for developers

–A new content strategy: no sales fluff, just quick access to code, specs and dev-to-dev support

–A new brand voice, clear and direct

My Role: Content Strategist, Copywriter

Agency: WireStone

Saltchuk is the parent company of heavyweight brands like Foss, Carlile and TOTE. They needed a website that 1) established the Saltchuk brand, 2) honored all the baby brands and 3) made everyone feel like one, big happy family.

Website Deliverables

–A content assessment, ideation and flow strategy

–Identity design and brand mapping

–Messaging strategy and voice guidelines

–All new copy that could be reproduced as collateral

My Role: Content Strategist, Copywriter

Agency: Redtech

[Content strategy, copywriting]

This was one of Starbucks' first forays into social media. It was also one of the earliest examples of a company committing to DE&I engagement before anyone had heard of DE&I.

Campaign Deliverables

–A messaging strategy to expand on the company’s usual boilerplate

– A microsite inviting conversation and user-generated content

–Animated ecards and Braille-printed “go cards” to drive engagement

My Role: Assoc. Creative Director, Copywriter

Agency: JWT INSIDE

Awards: Webby Awards, WebAwards, Creative Excellence Awards