SAAB VS. Campaign

AssignmentSaabs do everything well; performance, safety, versatility. The clients wanted a global
campaign that could be endlessly flexible yet thematically consistent. What they didn't want was a typical
car campaign.

Description

GCD/CW
The Martin Agency
Saab

Saabs do everything well: performance, safety, versatility. The clients wanted a global campaign that allowed them to promote different models and features in different markets yet still be thematically consistent everywhere.

Fields

Advertising

Date

2011

Nissan Cube GCD
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Nissan

Think Scion xb meets Pillsbury Doughboy and you have the Nissan Cube. Our job was to launch it as a digital and social platform, not just a car. Enter Cube mobile device. 2011 Advertising
Way Of Infiniti GCD
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Infiniti

The Japanese art of shodo has long influenced Infiniti designers. The goal was, using shodo, develop a global campaign that visually distinguished Infiniti from all other automakers. Position the brand as modern Japanese luxury with its own unique way of building cars. 2011 Advertising
U.S. Army GCD
Leo Burnett
U.S. Army

On September 11, 1777, Thomas Paine wrote, "Those who expect to reap the blessings of freedom, must, like men, undergo the fatigues of supporting it." 224 years later, to the day, we were painfully reminded of Paine's words. And why we still need a strong army. 2011 Advertising
Alltel GCD
The Martin Agency
Alltel

Like all mobile phone companies, Alltel has to appeal to a very broad audience. Here's a sampling of brand, product and sponsorship advertising. The first three spots ran in series during ACC football games. 2011 Advertising
Quiznos GCD
The Martin Agency
Quiznos

This work won the account. The RFP said, "Looking for an agency that's willing to take risks". We took them at their word. The campaign was polarizing to say the least, but hugely popular among the target audience of males 18-34. 2011 Advertising
Saab TV GCD/CW
The Martin Agency
Saab

SAAB, short for Svenska Aeroplan AB, began as a Swedish fighter plane manufacturer. Our job was to transplant some of that DNA to into their cars. 2011 Advertising
Infiniti Challenger GCD/CW
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Infiniti

In 2011 Infiniti began a significant repositioning of the brand. It was
time to challenge the very notion of luxury. Time to get credit for innovative technology. But mostly, it was time to amp up performance and take the competition head on. Sometimes with a hammer, sometimes with a wink. 2011 Advertising
Bahamas CD
Fallon
Bahamas

Most Island advertising is pretty much the same: sun, sand and pina colodas by the boatload. A different approach was to remind people of why they need a vacation in the first place. 2011 Advertising
Holiday Inn CD
Fallon
Holiday Inn

Attract business travelers by touting Holiday Inn amenities. But don’t take it too seriously. 2011 Advertising
Travelers CD
Fallon
Travelers

The mindset for insurance is mostly set it and forget it. Travelers wanted people to reevaluate their overall coverage on a more frequent basis. As your life changes your insurance needs to stay in sync. 2011 Advertising
Radio GCD/CW
RADIO

Axa "Yankees"
Axa "Rangers"
Quiznos "Duke"
UPS "Brown" 2011 Advertising
Boomerang GCD/CW
The Martin Agency
Boomerang Wireless

The assignment was to introduce a new wireless phone company called Boomerang. We didn't over think it. 2011 Advertising
Virginia Historical Society ACD/CW
Ford & Westbrook
Virginia Historical Society

The Historical Society needed help raising funds for a new museum wing. These four Virginians stepped forward. 2011 Advertising
Garmin CD
Fallon
Garmin

In 2007 the proliferation of portable GPS units was not what it is today. This web music video for Garmin took on the greatest competition at the time: maps. The over-the-top, campy style was a big hit among young early adopters. 2011 Advertising
National Rental Car CD
Fallon
National Rental Car

Price and speed are the two big hot buttons in the rental car business. Speed is just funnier. 2011 Advertising
Saab Waiting Campaign GCD/CW
The Martin Agency
Saab

Fortunately, there were no Saab 9-5's available when we got this assignment. 2011 Advertising
Crowne Plaza CD
Fallon
Crowne Plaza hotels

Crowne Plaza had just become a sponsor of professional golf. The assignment was to associate the hotel chain with the PGA Tour and promote their meeting facilities at the same time. So we held a meeting of famous golfers. Starting with Alice Cooper. 2011 Advertising
Seiko GCD/CW
The Martin Agency
Seiko

The Seiko Kinetic was the first watch to turn human movement into electrical energy. Our job was to turn technology into something sexy. 2011 Advertising
Holiday Inn Express CD
Fallon
Holiday Inn Express

Nobody ever said Evel Knievel was smart. On the other hand, his son Robbie stayed at a Holiday Inn Express. 2011 Advertising