Work / CREE
Cree, Inc created an LED light bulb that's 85% more efficient than a normal incandescent bulb—and about half the cost of current LEDs. So how do you sell a product that pretty much sells itself? You build a tiny casket, write some awesome scripts, then hire Lance Reddick—star of The Wire, Fringe, and Lost—to knock them out of the park.
Nighty night, Edison.
Work / güd
MY PERFECT güd MORNING
Nine months ago, Keri Pfeiffer made a board on Pinterest detailing her perfect morning. We found her board. And decided to bring it to life. For real.
A team effort between Burt’s Bees and Baldwin&, güd is a natural personal care brand we helped create from scratch. Baldwin& was involved at every level of the process, including: brand strategy and positioning, naming, brand ID, package design, in-store communications, social strategy, social, mobile, & more.
Work / Burt's Bees
BEFORE & AFTER BILLBOARD
To show the hydrating effects of a new Burt's Bees face care line, we re-imagined the typical Before & After product demo with a billboard composed of thousands of coupons. Then we let the power of curiosity take it from there.
Six Second Classics
To launch Burt's Bees onto Vine we celebrated these time-tested classic literary and entertainment pieces with everyone's favorite Burt's Bees Classic products in starring roles.
The work was shared far and wide in the ad world and beyond including Creativity, Fast Company, and CNN.
BRIGHTEN YOUR CALENDAR
Women don't love to talk about their skin issues on social media yet we needed to get them to engage with a new product proven to brighten skin in 8 weeks. So we created a non-social social idea by utilizing their calendars instead. Maybe it's better if you just watch the video.
Burt's 30th Beeday
How do you celebrate a 30th birthday? Well, if you're Burt's Bees, you honor their most important workers: the bees. People were asked to send in birthday tweets and posts so that Burt himself could read them out loud to his 50,000 bees. All to a global audience in a live variety show.
That little yellow tube of lip balm has become iconic and it was time to get it in front of more people. So utilizing television (the first in the company's history), print, social, and a lot of other shenanigans, we launched a new campaign worthy of the number one lip balm in America.
NATURE KNOWS COLOR
To introduce Lip Color, a 100% natural lip gloss line from Burt's Bees, we turned to Nature for inspiration. And, like always, she gave us the answer.
MUSIC FROM NATURE
To celebrate Earth Day, we collaborated with musical genius (and tree-cello prodigy) Diego Stocco to create an original piece of music, made with the help of the natural ingredients found in Burt’s Bees products. Stick around for the sick bee solo.
TINTED LIP BALM
To introduce Tinted Lip Balm from Burt's Bees, we started with the product itself, creating a stop-motion animated short using only the balm as the medium. Original music composed in collaboration with local singer/songwriter Catherine Edgerton from Durham, North Carolina's Midtown Dickens.
RAISE YOUR BURT'S
Burt's Bees has some of the most enthusiastic fans of any brand in the world. So we set out to find the biggest one of all. And when we found her, we let her know just how much her dedication means to us.
Starting by literally changing the name of the company to Zia's Bees for a week. And then making her the star of our national print campaign. Yeah, she might've been a little excited.
Many of Burt's Bees products have been around for decades and yet are still top sellers to this day. These are the stories of the most beloved products in an already amazing line up. This campaign lives online as e-commerce, in social media and as POS running globally.
Work / BMW
As AOR for BMW Golf, we've worked on a lot of great projects over the last 4 years. But our favorite has to be the BMW Championship Track Day, an influencer program in which BMW wrangles a bunch of pro golfers together, puts them in expensive cars on a professional track, and hopes that the insurance company isn't watching.
This is a selection of work we did to convince them to put down their silly-looking long putters and hit the track.
For the 2012 Track Day, we relied on cleverly-placed media and some very understanding hotel managers to catch the players' attention.
Glow-in-the-dark posters on the ceiling above their bed let them know the track was waiting. And a custom BMW sleeptrack playing on the TV (composed using the soothing sounds of an M3 engine) didn't really do much lullaby-ing.
Work / Ponysaurus
PRACTICING WHAT WE PREACH
Part of our business model has always been to create our own brands and to create our own luck. Which brings us to Ponysaurus Brewing Company, a Durham based nano-brewery making some of the most talked-about beer in the Triangle right now. David is a third owner and brings all of Baldwin&'s expertise to making the branding as good as the beer itself. It's kind of like the Hair Club for Men: "We're not just owners, we're a client."
Work / Umstead
The Umstead Hotel and Spa is arguably the South’s premier 5-star hotel. This is our first work for the brand.
Work / KINGSFORD
Kingsford asked us to help create a new e-commerce store for their BBQ-eating, motorcycle-riding, Americana-inspired lifestyle brand. The only thing that's missing is charcoal-scented air fresheners. And trust us, we're working on it.
Work / GearWrench
GearWrench makes extremely tough tools for extremely tough work. So we made some extremely tough print with extremely tough headlines. Then we ate a fried bologna sandwich and wiped our hands on our shirts.
Work / Baldwin&
Art & Copy
Our namesake isn't just a guy who selflessly donates his Bojangles biscuits to hungry junior copywriters.
He's also an executive producer of an Emmy-winning documentary. A 2009 Sundance “Buzz Film,” Art & Copy was the only documentary picked up at the festival that year. It premiered in theaters in 2010, aired on PBS last fall, and is now available on DVD.
The Loving Story
David is also an associate producer on a movie called The Loving Story, directed by Nancy Buirski, which just ended its run at the Tribeca Film Festival and has been picked up by HBO. A chronicle of a landmark civil rights case, the film is right on mission with our company, “Use creativity to make a difference.”