Client:
Oxfam

Objective:
Promote Oxfam as a solution to global issues through social interaction.

Strategic idea:
What can being charitable do for you?

Creative idea:
Being charitable is an attractive trait.

Support:
Given a diverse set of causes, anyone can find an Oxfam issue that they want to support. This engagement can be used in the dating world to impress your certain someone.

AD: Thuy Vo
CW: JP LeRoux
AP: Sarah Tyler

Award:
D&AD 2nd place for Student Open Advertising Competition

Client:
Gastronomica

Objective:
Promote Gastronomica as the food magazine for people who don’t like typical food magazines.

Strategic idea:
Target people who don’t like the traditional approach to food: recipes, housewives, and close-up shots of cupcakes.

Creative idea:
Bored with food? Here’s a different perspective.

Support:
Most food magazines offer content as bland as their recipes. Gastronomica is the New Yorker of food magazines. For people with distinguished palates—who know that offal isn’t awful. Cookie cutters need not apply the content is intoxicating, disturbing, mouth watering, and never boring.

AD: Jessi Michelle Thomas
CW: JP LeRoux

Client:
Engine Company 1

Objective:
Collect what was started on twitter in the 365 campaign making it an interesting printed publication reflecting the agency’s values.

Strategic idea:
Take what’s been done and make it something worth putting in a book.

Creative idea:
Keep the content interesting and compassionate.

Support:
The compassion is already there it’s just a matter of making an interesting book out of it. What is written on Twitter doesn’t necessarily translate well to print.

CD: Vince Engel
AD: Jessi Michelle Thomas & Yun Lui
CW: JP LeRoux
AP: Matt Barackman & Tess Levitan

Client:
The Fox Theater in Oakland

Objective:
Make the Fox a destination not only because of the concert series that are featured but for the attributes and personality of the venue.

Strategic idea:
Rebirth lets you stand the test of time.

Creative idea:
Emerge triumphant from your dark side.

Support:
The Fox is a Phoenix of the theater, despite its severe state of disrepair and 40 dark years it has been fully restored and is now a flagship venue for Bay Area concerts.

AD: Marina Jiang
CW: JP LeRoux
AP: Sarah Tyler

Client:
49ers

Objective:
Continue the campaign for the forever faithful into additional print executions. Then come up with a way of getting people to reserve season tickets for the seasons following the move to the new stadium.

Strategic idea:
The faithful campaign has established the advertising without using any promises or players—continue this when talking about the state of the art marvel that will be the new stadium.

Creative idea:
The Bay Area now has a monumental arena.

Support:
The advertising has already been established without using players allowing it to be used when talking about the future. The new stadium is going to be a technological marvel that was built for a premium football watching experience.

AD: Mel Chan & Jason Smith
CW: JP LeRoux