TOM DRENNEN | CREATIVE DIRECTOR / COPYWRITER

FINISH LINE

Advertising Campaign

Advertising, Marketing

2012
RUFFINO CHIANTI

Brand Campaign

Advertising, Marketing

2012
AUTOLITE

AMERICA ALREADY TRUSTS AUTOLITE SPARKPLUGS FOR THEIR AUTOMOBILES. BUT IN THE SMALL ENGINE CATEGORY, CHAMPION DOMINATES THE SHELF SET AND SALES. LEVERAGE CONSUMERS’ EXISTING AUTOLITE BRAND TRUST TO RAISE AWARENESS OF THEIR SMALL ENGINE PLUGS.

Advertising, Marketing

2012
GOGO INFLIGHT INTERNET

GOGO INFLIGHT INTERNET IS THE INTERNET ON A PLANE. BUT IT’S NOT FREE. COMBINE THE EMOTIONAL BENEFIT OF ACCOMPLISHING MORE IN FLIGHT WITH THE HOLY-CRAP-CAN-YOU-BELIEVE-WHAT-I-JUST-DID THRILL OF GETTING ONLINE AT 10,000 FT TO BUILD A SENSE OF URGENCY AMONG PASSENGERS—YOU’RE MISSING OUT ON A LOT WHEN YOU FLY. KEEP UP UP THERE.

Advertising, Marketing

2012
MILLER LITE

360° USC/UCLA RIVALRY PROMOTION. STOKE THE FIRE ALREADY BURNING IN USC AND UCLA FANS, AND LEVERAGE THEIR PASSION TO SELL MORE MILLER LITE. FANS COMPETED IN REAL WORLD AND ONLINE CHALLENGES AND COLLECTED IN-PACK POINTS TO WIN ULTIMATE BRAGGING RIGHTS, PLUS $100,000 FOR THEIR SCHOOL.

Advertising, Marketing

2012
MILLER LITE/DODGERS

Promotional Campaign

Advertising, Marketing

2012
MILLER LITE WRIGLEYVILLE

WHEN IT COMES TO CUBS BASEBALL, MILLER LITE IS SANS SPONSORSHIP. BUT THEY DO HAVE A BILLBOARD IN RIGHT FIELD THAT’S VIEWABLE BY NEARLY EVERYONE IN THE STADIUM. “AMBUSH” CHICAGO CUBS FANS WITH GAME-DAY-SPECIFIC MESSAGING TO “HI-JACK” PART OF THEIR GAME DAY EXPERIENCE (& DRIVE POST-GAME MILLER LITE SALES IN NEIGHBORING WRIGLEYVILLE BARS, OF COURSE).

Advertising, Marketing

2012
MILLER LITE RADIO

Radio

Advertising, Marketing

2012
PILSNER URQUELL

AFTER POSITIONING PILSNER URQUELL AS THE GOLD STANDARD ULTRA-PREMIUM BEER'S BEER, THE WALK HAD TO BE WALKED. THAT MEANT TRAINING THE TRADE TO BE KNOWLEDGEABLE ON BEER FIRST, PILSNER URQUELL SECOND. SO A STABLE OF SUCCESSFUL TOOLS WERE DEVELOPED: BEERADVISOR.NET, A SENSORY EDUCATIONAL BOOK SERIES AND WAITSTAFF APPRECIATION NIGHTS.

Advertising, Marketing

2012
SUBWAY

"WOULD YOU LIKE CHIPS AND A DRINK WITH THAT 6-INCH?" WHEN GIVEN THE CHOICE, MOST SUBWAY-GOERS REPLY "NO". FACE IT, IF YOU'RE EXTRA HUNGRY, YOU GO FOR THE FOOTLONG OR YOU HIT UP A C-STORE ON YOUR WAY BACK TO THE OFFICE FOR MORE "SIDE" SELECTION AT A LOWER EXPENSE. LEVERAGE SUBWAY'S FOX SPORTS PARTNERSHIP TO ENCOURAGE CONSUMERS TO CHOOSE A SIDE WITH ON-CUP GAME PIECES AND A CHANCE TO STAR ON THE FOX NFL PREGAME SHOW.

Advertising, Marketing

2012