here - Ad Club
here - Ad Club
Congrats to all those who gave a shit this year. 1. Stay late if you have to. 2. If it sucks, say so. 3. No time no budget no excuses. 4. Read Simon Sinek. 5. Let the dishes be dirty. 6. Let her go. Obviously she doesn’t really love you. 7. Your kids will be fine. That’s what therapy is for. 8. Timesheets can wait until next week. 9. Use the intern wisely. 10. Respect leading and kerning. 11. Find an excuse not to use a stock image. 12. Never stop thinking. 13. One minute in the sun a day is all the vitamin D you need. 14. Always defer to best option (not cheapest or fastest). 15. Safe sucks. 16. Good enough sucks. 17. Get to know the cleaning crew. 18. Learn to draw an idea with a Sharpie. 19. Ignore stress and don’t create your own. 20. Follow Lee Clow’s Beard. 21. Read Hey Whipple Squeeze This. 22. Chug Red Bull. Not the drink, but the marketing. 23. Respect traditional media, but live in the future. 24. Push the meeting if the work needs it. 25. Don’t box me in. 26. Collaboration is your co-pilot. 27. Read Where the Suckers Moon. 28. Peruse the annuals, but don’t obsess. 29. Find a mentor. 30. Collect inspiration. 31. Keep a notepad by your bed for the 3am epiphany. 32. Let the plants die. Or put them outside where they belong. 33. Bring your dog to work. 34. Under the desk powernaps are your friend. 35. Pick Mike Sukle’s brain. (He’s won every year.) 36. Don’t count on luck. 37. Stay at a cheaper hotel to afford 4 more hours of graphics. 38. Blow off that job interview at Droga to finish the project. 39. Trust your gut and fight for it. 40. Trust your team to clear the way. 41. More opportunities less mandatories. 42. Don’t use the internet as your only resource. 43. What holiday? 44. “Wife is in labor so I have a few minutes to jump on the call.” 45. Stay close to the creative, no matter the project or your rank. 46. If it looks like an ad, feels like an ad then it probably sucks. 47. If you don’t love it, don’t make it. 48. A truly great idea, will truly help people decide. 49. You can get laid when you’re dead. (Well, maybe you can’t but you get the point.) 50. Thank you for helping Denver suck less. THE IDEAS IN THIS BOOK AND THE PEOPLE BEHIND THEM ARE NO LONGER ANONYMOUS. Ideas are fragile. They take time to incubate, and if exposed too early, may not survive. It requires bravery to take them out of anonymity. To become accountable for them. To hold ideas up and stand behind them as judgment ensues. Will our ideas be known? Will they leave a mark in this world? Are you brave enough to stick with the ideas that will? Now more than ever, we work in an industry with the reach and ability to do great things. And when an idea is strong enough to be known—the world will be listening. This is no longer about clever headlines or shiny tactics alone, it’s the opportunity to drive culture and positively aﬀect the human experience. Together, let’s use our collective power for the good of Colorado’s ideas and the people behind them. Lead by example and mentor others hungry for greatness. Rise through the ranks without stepping on others. Make an idea better without seeking any credit. Because the reputation of our region grows with each idea’s success—whether it comes from your agency or not. In this greater community spirit, The Fifty was created to showcase the power of ideas. There are no rankings or categories, just a group of core ideas standing tall after making the cut. This year, the competition for a spot in The Fifty was extremely tough with more entries than ever before. The winning ideas spread out across the most agencies ever to win as well—with 25 diﬀerent shops represented. We also had our first multiple Judge’s Choice winner. Throughout these pages you’ll find ideas that were immediately inspired or appeared after a knock-down-drag-out staring contest with a blank page. Ideas that started oﬀ as silly aside comments and grew into solid strategies through collaboration. Ideas that lived to be known because people pushed past mediocrity and committed to making them great. Big and small ideas that challenged doubt, capsized the status quo, bettered the world, capitalized on culture, reimagined innovation, immersed the viewer or simply made the judges laugh. Thank you all for the hard work in 2015! The Colorado ad community should be very proud of this body of work. And as we all continue to raise the bar and support one another, I anticipate even more ideas boldly becoming known next year. Because brave and talented people will dare to put their names on the ideas they believe in, and make them happen. Jennifer Hohn Ad Club President Executive Creative Director, Vladimir Jones THE FIFTY 2015 3 Show Sponsors Club Sponsors THE FIFTY 2015 5 SAM MACLAY The Judges Where: Albuquerque, New Mexico Title: Creative Director/Partner Current: 3 Advertising Past: Rick Johnson & Company Brands: Facebook, Presbyterian MD, Beer Institute, Growth Energy Nods: Communication Arts, One Show, National ADDYs, Archive SERENA CONNELLY CHRIS MOORE Where: New York City, New York Title: Creative Director/Copywriter Current: Freelance Past: LBi US, Blast Radius, StrawberryFrog, R/GA, Leo Burnett Brands: Nike, Target, Levis, Hasbro, P&G Pampers Nods: Cannes, One Show Interactive, Webbys Where: Vancouver, British Columbia Title: Associate Creative Director Current: Rethink Past: MacLaren McCann, DDB Canada, DDB New Zealand, Freelance Brands: British Columbia Lottery, BC Hydro, Volkswagen, Nods: One Show, Communication Arts, Archive, D&AD STEPHEN CURRY CHARLIE WOLFF Where: Birmingham, Alabama Title: Creative Director Current: Lewis Communications Past: Hill Holliday, Adworks, WestWayne, The Morrison Agency Brands: Tiﬃn Motorhomes, Stony Brook Medicine, Nashville Zoo, UVA Health Nods: Communication Arts, National ADDYs, Graphis, One Show Where: Minneapolis, Minnesota Title: Creative Lead, Copywriter Current: Fallon Past: Pereria & O’Dell, GSD&M Brands: Arby’s, Mattel, Skype, Dell, Muscle Milk, Ace Hardware, Zales Nods: One Show Entertainment, OMMA, Austin ADDYs: Best of Show THE FIFTY 2015 7 2015 AD CLUB BOARD OF DIRECTORS Executive Director: Tonja Roth President: Jenn Hohn, Executive Creative Director, Vladimir Jones Vice-President: Jim O’Rourke, VP Media, The Integer Group Treasurer: Michelle Havemann, Director of Production, Studio C3 Immediate Past President: Tracy Broderick, VP Media, Karsh/Hagan 2015 AD CLUB BOARD MEMBERS Amy Guttmann, Creative Director, SE2 Jason Van Peeren, Managing Director, MJDinteractive Steve Babcock, Freelance Creative Director Annie Coghill, PR/Social Media Director, Amélie Company Jaclyn Collins, Director of Client Services, ImageMakers Tricia Espinoza, Brand Director, Cactus Rob Hoﬀerman, Partner, Accounts, Grenadier Drew Peterson, Assistant Account Executive/Assistant Media Buyer, Karsh Hagan Sandy Schest, Project Account Executive, Atlas Advertising Jim Morrissey, Creative Director, O’Brien Robin Ashmore, Principal, Amélie Company Maggie McEntee, Marketing & Communications Specialist, Denver Metro Chamber of Commerce The Fifty THE 2015 FIFTY CREATIVE Promotional Materials: PILGRIM Advertising Book Development: Connie Tran, Art Director, Philosophy Communication Shina Hall, Multi Media Account Manager, Denver Post THE 2015 FIFTY COMMITTEE Co-Chairs: Sandy Hazzard, Atlas Advertising Drew Peterson, Karsh Hagan Committee: Joseph Allesio, Freelance Alex Becknell, Brand Iron Shina Hall, Denver Post Mariah Kamei, IMM Christina Sokol, Karsh Hagan Rhianna Taniguchi, Denver Post Amanda Weaver, Sticker Mule THE FIFTY 2015 9 GRENADIER Rollerblade SunnyD: Back in the 1990’s, SunnyD was all the rage, especially with the teenage, ‘mega-gnarly’, rollerblading set. But, like Creed, Beanie Babies, The Macarena, and a lot of other things from the 90’s, the kids seemed to leave it behind. Of course, now those kids are parents themselves, looking back on their childhoods with a healthy dose of nostalgia. So we thought we’d remind them of the good times with a new chapter of SunnyD’s most iconic commercial. Manchild 2: Radical! All: <cheers, laughing> Manchild 1: Let’s see. We’ve got soda and purple stu… Oo! SunnyD! All: <cheers> Mom: Look, I can’t do this any more. Manchild 1: C’mon, mom! Mom: No. You and your friends have been doing this for 20 years. Manchild 2: We need refreshment! Mom: You’re 36. You need a job. Manchild 3: Radical! Manchild 1: <laughs> Womanchild: You’re funny, Mrs. B! Mom: Get out. All: <robot noises> ANCR: The great taste of SunnyD. Keep It Sunny People! All: <laughing, cheers> Manchild 1: Good times! CREDITS Creative Directors Randy Rogers, Wade Paschall, Mark St. Amant // Art Director Randy Rogers, Grant Minnis // Writers Wade Paschall, Mark St. Amant // Associate Creative Director Grant Minnis // Executive Producer Keith Dezen // Production Company Community Films // Director Clay Williams // Executive Producer Lizzy Schwartz // Producer Helen Hollien // Line Producer Helen Hollien // Director of Photography Guyla Pados // Editing Company HutchCo Technologies // Editor Jim Hutchins // Music Company JSM Music // Visual Effects Company Brickyard VFX // Visual Effects Editor Patrick Poulatian // Visual Effects Producer Linda Jackson // Computer Graphics Lead David Blumenfeld // Account Service Partner Rob Hoﬀerman // Account Service Lead Becky Herman // Account Service Supervisor Ryan Smith // Planner Elisa Cantero Judge’s Choice - Stephen Curry, Sam Maclay Radical! On an executional level, this is pretty much a perfect television spot. Great writing, casting and acting. Nice details with all the ‘90s production touches. Strategically, I love the idea that the brand was ready to poke fun at itself. The spot balances the feel of goofy nostalgia while still making SunnyD relevant in its category. THE FIFTY 2015 11 CACTUS The Human Harmonic Project UC Health: In partnership with the University of Colorado Hospital (UCH), Cactus developed an innovative new way to turn science into art. With the goal of reaching medical professionals across the country with UCH’s 2014 outcomes, Cactus partnered with Robot Repair, an audio production company, to turn medical data such as ECG heartbeat and EEG brainwave readings into a musical experience of the human body at work, called The Human Harmonic Project. This unique audio track was then pressed onto a limited edition vinyl and made available to doctors nationwide at HumanHarmonic.com. The Human Harmonic Project aimed to capture the complexity of the human body and present the data in a new way that appeals to multiple senses. In addition to the downloadable harmonic MP3 file, Cactus developed visual elements for use across a variety of print pieces including the vinyl jacket and a direct mail piece. The track itself was pressed into a custom pantone vinyl and the jacket was created from an intricate die cut that was inspired by cymatics, the study of sound visualization. Judge’s Choice - Charlie Wolﬀ CREDITS A beautiful combination of effort, execution, and the transformation of a snoozer assignment into an award-worthy piece. Not all beautiful design is visual, and this is proof. Founder & CEO Joe Conrad // Partner & CCO Norm Shearer // Creative Director Jeﬀ Strahl // Designer Josh Jevons // Senior Copywriter Jenna Capobianco // Copywriter Ricky Lambert // Brand Director Amy Hume // Project Manager Caitlin Wilson // VP, Digital & Content Production Kate Schmitz // Executive Producer Brooke Woodruﬀ // Senior Production Designer Mark Tanner // Senior Print Producer Jamie Sharp // Digital Producer Aisling O’Suilleabhain // Interactive Designer and Developer Austin Lliteras THE FIFTY 2015 13 GYRO WOW! ULTRA WOW! INTERNET AND CABLE: Accessing the show or movie you want to watch on TV has gotten way too complicated. The menus are confusing, the inputs are numerous, and our content is scattered across multiple devices and streaming accounts. So to help launch ULTRA, a new product by WOW! Internet and Cable that organizes live TV, DVR recordings, and streaming accounts into one, easyto-use menu, gyro competitively positioned it as a “Simplified Entertainment Experience.” To bring the idea to life, we dramatized the frustrations that people face with overcomplicated cable technology, and we reminded them - they don’t need a cable tutor, or a tech savvy nephew, or a PHD in cable-ology to enjoy the entertainment they love – they just need ULTRA. Judge’s Choice - Chris Moore CREDITS Executive Creative Director Aaron Stern // Art Director Andy Dutlinger // Senior Art Director Megan Latta // Senior Copywriter Justin Horrigan // Studio Director Nancy Casey // Production Artist Erin Sturga // Client Services Director Nancy Seidel // Management Supervisor Robert Tucker // Senior Account Executive Sara Zweig // Project Manager Samantha Powers // Strategy Director Kim Lauersdorf // Strategist Evan Husted // Broadcast Director Dugan O’Neil // Broadcast Producer Christine Ling // Broadcast Producer Mai Hyunh // Broadcast Editing Frank Eﬀron // Broadcast Production Burbank Gamma Ray // Broadcast Music and Mix Beacon Street Studios // Director of Photography James Whitiker I loved the Remote Control helper TV spots for WOW TV. The insight was great, the writing was fresh, and the spots were well executed. The kind of spots that make commercial breaks worth waiting for. Nice work. THE FIFTY 2015 15 LRXD CADENCE & CAUSE CADENCE & CAUSE: Music has the power to make listeners joyful, contemplative, connected and motivated —and, in some cases—aﬀect global change. Our agency envisioned and designed the music community Cadence & Cause as a passion project to help artists change the world, one tune at a time, with a little help from their fans. The “Give-Get” model creates revenue for charities devoted to homelessness, clean drinking water and other causes by letting fans buy exclusive tunes, merchandise and experiences from their favorite bands. Nearly a dozen artists signed up for the website’s launch, including The Chainsmokers (“#Selfie”) and Brit band The 1975. The Cadence & Cause site is clean and functional. Key imagery carries a unique, angular look, and photos of artists personalize each project. Music preview and playback features are incorporated into each browser, and fans can sign up for the service via social media. https://www.cadenceandcause.com. CREDITS Creative Director Jamie Reedy // Chief Creative Officer Kelly Reedy // Chief Digital Officer John Gilbert // Designer Chad Dickson // Copywriter Jamie Reedy // Developers Turpana Molina, Dan Alexander, Seth Musulin, Lionel Ramos, Patrick Ortell, Kevin Wanek // Production Austin Power, Tyler Ladd // Product Manager Andrew Straley // Founders Clayton Warwick, Kelly Reedy THE FIFTY 2015 17 VICTORS & SPOILS FNV Integrated Partnership for Healthier America: From soda to burgers to fruit roll-ups, brands have used advertising and celebrity endorsements to get kids to eat all kinds of stuﬀ that isn’t good for them. And boy has it worked. But no one has ever used those same marketing tactics to get kids to eat the healthy stuﬀ. So we did. With the help of Partnership for a Healthier America and the First Lady of the United States, we turned fruits and vegetables into a brand called FNV. We recruited a team of big time celebrities. We featured them in print, OOH, and on an interactive brand website that allowed kids to sign their own endorsement deal with the brand. And we created a robust social media presence chock-full of funny, sharable content. Never once preaching. Never once pandering. Never once pushing a single health benefit. Just plain fun, clever advertising that proved the healthy foods could also be the cool foods. CREDITS Executive Creative Directors Noah Clark // Chief Marketing Oﬃcer Andy Nathan // Creative Director Pat Horn // Associate Creative Directors Rob Lewis, Ari Levi, Brock Johnson // Art Directors Emilie Druss, Travis Brown // Copywriters Pete Nordstrom, Andrew Bridgers // Studio Manager Brent Erb // Producers Kaylin Fitzpatrick Horn, Lisa Eﬀress // Community Manager Allison Gergly // Account Directors Leslie Maddocks, Lynn Harris // Account Supervisors Rebecca Conrad // Account Manager Avery Henderson, Katie Funk // Account Coordinator Annie Vlosich // Project Manager Jenny Stefanov // Digital Agency Legwork Studio // Production Company Copious // Photographer Brian Bowen Smith, Justin Coit // Retouching David Nadeau THE FIFTY 2015 19 VLADIMIR JONES I Want To Hear Cochlear: When you’re pregnant, you have big dreams for your baby. But when that baby is born with a disability like being hearing impaired, you find it’s not the big dreams you miss. It’s the everyday moments most parents take for granted. Like calling up the stairs, “It’s time for breakfast” for the fourth time. Or singing your child to sleep at night. Our client has a way to give those special families a normal life. And so we created a campaign that was simple, insightful, and true the experience of real families all over the world. CREDITS Executive Creative Director Matt Fischvogt & Dave Cook // Creative Director Jen Hohn // Copywriter Will Patterson // Art Director Alan Rhatigan // Account Supervisors Ashley Dreyer, Annie Ratcliﬀe & Lauren Buonaiuto THE FIFTY 2015 21 STARZ Power Power: These pieces were created to promote the STARZ Original Series “Power,” a crime drama that delves deep into the underworld of the New York drug trade. To build buzz, members of the media received a limited-edition painting highlighting the bright lights and dark shadows within the city, press materials in a box that opened and closed like subway doors, and decks of playing cards to play “Turf War,” a drug dealer-themed version of the classic game “War.” Each deck in the box represented a diﬀerent borough and featured the show’s characters. CREDITS PWS2 Digital Kit // Creative Director Kirk Dalton // Interactive Art Director Michael Chuang // Designer/ Developer Keith Laubhan // Power Press Kit // Creative Director Kirk Dalton // Art Director Ken Burke // ReToucher Tom Hamilton // ReToucher Robbi Dixon // Copy Director Greg Cotten // Copy Chris LaRocque // Print Production Marie Chancellor // Power Aﬃliate Kit // Creative Director Kirk Dalton // Art Director Ken Burke // ReToucher Tom Hamilton // ReToucher Robbi Dixon // Copy Director Greg Cotten // Copy Chris LaRocque // Print Production Marie Chancellor // Artist Christian Dore // Power Suitcase // Creative Director Kirk Dalton // Art Director Greg O’Leary // ReToucher Tom Hamilton // ReToucher Robbi Dixon // Copy Director Greg Cotten // Copy Chris LaRocque // Print Production Marie Chancellor THE FIFTY 2015 23 CACTUS When To Call Colorado Crisis Services: Every individual’s moment of crisis is diﬀerent, but the feelings we experience in those moments are universal. This simple insight inspired a breakthrough campaign to introduce Colorado Crisis Services, a progressive mental health initiative that oﬀers a crisis hotline, walk-in stabilization centers and more. By developing a campaign that relates to Coloradans in their moments of crisis, Cactus successfully positioned Colorado Crisis Services as a trusted entry point to support for individuals at any level of need—bringing much-needed awareness to, and engagement with, this new statewide network of care. CREDITS Founder, CEO Joe Conrad // Partner, CCO Norm Shearer // VP Creative Director Brian Watson // VP, Brand Strategy Ainslie Fortune // Copywriter Ricky Lambert // Senior Art Director Michael Maciolek // Senior Production Designer Mark Tanner // Senior Print Producer Jamie Sharp // Account Planner Molly Katz // Account Executive Erin Lombardi-Gordon // Retoucher Mando-Matic THE FIFTY 2015 25 SUKLE ADVERTISING You Can’t Make This Stuﬀ Denver Water: It’s easy to convince people not to waste water when you’re in a drought. But what do you say when the reservoirs are full? You remind them that in any given year, it can go either way. How much water we get isn’t up to us. So please, keep using only what you need. CREDITS Creative Director Mike Sukle // Associate Creative Director Pedro Saldarriaga // Copywriter Jim Glynn // Producer Julie Mimmack // Digital Artist & Motion Graphics Matt Carpenter // Account Manager Sarah Nelson // Fabricator Tim & Alicia Sukle // Photographer Joe Hancock THE FIFTY 2015 27 AMELIE Drugged Driving CDOT: The Colorado Department of Transportation and Amélie Company launch a guerrilla eﬀort to curb high driving Building on the success of the 2014 ‘Drive High, Get a DUI’ campaign, the Colorado Department of Transportation (CDOT) and Amélie Company celebrated 4/20 with a public awareness campaign aimed to reignite the marijuana safety conversation in Colorado. To educate marijuana users driving high will give them DUIs, Amélie Company developed a speciallyrigged sedan to be placed outside sporting events and concert venues. The car fills with smoke as if people are getting high inside. The smoke quickly dissipates showing the message “Drive High, Get a DUI” in neon lights. In addition, a fictional racing-themed arcade game was installed in seven dispensaries across the state. The game appeared to be a standard arcade game, but when customers approached, a message popped up first reminding them that while playing games was now legal, driving still was not. The customers were then rewarded with free non-racing games, such as Donkey Kong, Dig Dug and BurgerTime. CREDITS Creative Director Tom Van Ness // Associate Creative Director Eric Hines // Art Director Garrett Beach // Copywriter Jay Roth // Designer Eric Hines, Garrett Beach // Production Company, Smoking Car Classic Restoration of Denver // Production Company, Video Game Boulder Classic Games // Illustrator, Video Game Eric Larsen // Account Supervisor Mackie Clonts // Account Executive Brenna Hersey THE FIFTY 2015 29 FEAR NOT PowerShares: PowerShares is a pioneer in the financial ETF category. The problem was, more companies were asserting themselves as innovators in the financial space. We had to remind financial advisors that PowerShares always has and always will approach ETFs as a leader in innovation. We did just that with a set of films that literally and figuratively brought PowerShares to new heights. PowerShares Frozen Ascent “Frozen Ascent” follows the journey of a mountain climber who scales past businesspeople frozen in their day-to-day routine. A narrator draws a line between those who settle for the same perspective and those who seek out perspectives far beyond it—a powerful analogy for what PowerShares sets out to create with its financial products. Voiceover: Vigor. Resolve. Tenacity. It’s what drives us forward and propels us onward. But without it, mediocrity sets in. Complacency takes over. It halts you, stops you, leaves you staring from the same direction. It’s a perspective that only oﬀers so much. And it’s why we seek out perspectives far beyond it. The first spot “Frozen Ascent” follows the journey of a climber who scales past businesspeople frozen in their day-to-day routine. A narrator draws a line between those who settle for the same perspective and those who seek out perspectives far beyond it. PowerShares Uphill Battle Spot In the world of investing, the wrong tools can only take you so far. “Uphill Battle” tells that story with a bicycle journey from the city to the mountains, with several unexpected and ill-equipped challengers along the way. PowerShares The second spot, “Uphill Battle” reminds financial advisors that in the world of investing, the wrong tools can only take you so far. The spot tells that story with a bicycle journey from the city to the mountains, with several unexpected challengers along the way. CREDITS Chief Creative Officer Blake Ebel // Creative Director/ Art Director Matt Dimmer // Associate Creative Director/ Copywriter Mike King // Executive Producer Monica Wilkins // Producer Luke Rzewnicki // Production Company Caviar // Director Reynald Gresset // Director of Photography Arnaud Potier // Editing Company Beast Editorial // Editor Stephane Pereira // Visual Effects Eight VFX // Visual Effects Supervisor Jean-Marc Demmer // End Graphics Gentleman Scholar // Sound Design Stimmung // Music Stimmung // Mix Loren Silber @ Lime Studios THE FIFTY 2015 31 GREENHOUSE PARTNERS / FUTURISTIC FILMS Beauty is a Beast The 18: Female athletes are every bit as talented, passionate, and ruthless and male athletes. Despite that, men’s and women’s sports are viewed diﬀerently: Men tend to be judged by their ability, whereas women have been traditionally judged by their appearance. In the run-up to the 2015 Women’s World Cup, The18.com asked us to help inspire not just young female athletes, but male and female fans of all ages. The resulting campaign served as a rallying cry: Beauty is a beast. Because looking good and playing well don’t have to be mutually exclusive. Hoodie Male coach Voiceover: Faster Again Good Get up Do it again One more time You want to get to the next level, you’re going to have to try harder Good Get up Do it again Again Again Again Sugar and Spice Little Girl Voiceover: Sugar and spice and everything nice That’s what little girls are made of Sunshine and rainbows And ribbons for hair bows That’s what little girls are made of Tea parties, laces, and baby doll faces That’s what little girls are made of Player: That’s what I’m made of CREDITS Creative Director TJ Rhine // Art Director Elliott Asbury // Copywriter Ian Caplan, Paxton Wiers // Designer Elliott Asbury // Interactive Developer Caleb Mayfield // Photographer Elliott Asbury // Post Production Futuristic Films // Executive Producer Sarah Liles // Director/DP Bill Timmer (Futuristic) // Production Manager Alivia Olson // Movi Operator Frank Pickell (Futuristic) // 1st AC Tim Hardy // Post Production Futuristic Films // Editor Richie Kendal (Futuristic) // Color Correction Jonnie Sirotek (Futuristic) They Told Me Female layered Voiceover: Don’t get your dress dirty Cross your legs Wash that dirt from under your nails What’s your favorite doll? Remember your please and thank ‘s That color looks pretty on you Do you want to be a princess or a fairy? Be careful what you eat Be careful not to hurt yourself It’s okay to let him pay Always sit up straight Brush your hair Aren’t you going to wear makeup? That is so un-lady like Who said you can do that You can’t do that Stop doing that They told me a lot of things, but they didn’t tell me everything THE FIFTY 2015 33 PILGRIM We’re Colorado Too Rocky Mountain Health Plans: If you live in Colorado, there are some things you just “get”. Like Rocky Mountain Health Plans for example. On the Western Slope, about 90% of people are already covered by Rocky Mountain Health Plans. So we wanted to make them feel good about their decision by reminding them that Rocky Mountain Health Plans truly understands their needs like no other health insurance company does, because Rocky Mountain Health Plans is from Colorado, too. We introduced the new tagline “We’re Colorado, too” and proved our point by showing other things that only Coloradoans can really “get”. The implication is, if you are an outsider, or an outside health insurance company, you just don’t get it. With a humorous mix of television, radio and print pieces our campaign was informative and rewarding for loyal customers as well as helpful for those who might be new to Colorado. It shows that if you live in Colorado your needs may be diﬀerent, and therefore you need a diﬀerent health insurance company — Rocky Mountain Health Plans. CREDITS Print Campaign // Creative Director Holly Menges // Associate Creative Director Gordy Hirsch // Copywriter Holly Menges / Eileen Hogan // Art Director Andy Mason // Illustrator Avi Kommell // Photographer John Johnston Photography // Account Director Michelle Roche // Agency Producer Pattie Welch // TV Campaign // Creative Director Holly Menges // Associate Creative Director Gordy Hirsch // Copywriter Holly Menges // Art Director Gordy Hirsch // Production Company Futuristic Films // Director Alex Grossman // Producer Kristen Del Calzo // Account Director Michelle Roche // Agency Producer Pattie Welch “PIT STOP STOPPER” (Ambient and light music playing from a hiker’s back pack) HIKER 1: (to a duck) What’s up duck? (To Hiker 2) What’s up bro? Sweet hose, love it. (Hiker 1 proceeds to frolic in the stream and drink from it, his stomach hurts and begins to grumble.) HIKER 1: (To Hiker 2) I’m good! (Hiker 2 waves knowingly and hikes away.) END CARD: If you live here you get it. END CARD: Rocky Mountain Health Plans (logo). We’re Colorado, too. “SKI SHOP” (We open on a snowy, Colorado mountain resort town and cut to interior of a ski rental shop. A young woman is picking up her skis.) SHOP GUY: So you just drop oﬀ of chair for and — (Young woman interrupts him as she swings her skis around.) YOUNG WOMAN: I’m good. (She swings her skis around and the shop guy has to duck so she doesn’t hit him. The folks standing in line behind her are not as lucky. Chaos ensues. Cut to our “right way” young woman, who carries her skis out the correct way, without injuring anyone.) END CARD: If you live here you get it. END CARD: Rocky Mountain Health Plans (logo). We’re Colorado, too. Pack it in, Pack it out ANNCR: There are certain things a true Coloradan just knows. Like how to pack a backpack. How to recycle, upcycle and bicycle. How to take your dog everywhere and put hatch green chile on everything. How to say YOU-ray instead of OOOH-ray. How to drink water constantly, slather on lip balm excessively, and still get other stuﬀ done. How to not get a sunburn at eight thousand feet. How to use low octane at high altitude. And how to carry your skis without knocking someone out every time you turn around. You do not want to be the reason everyone is wearing helmets. A true Coloradan also knows the only health insurance company that was born and bred here is Rocky Mountain Health Plans. We’ve been serving Coloradans and our pack it in, pack it out lifestyle for over 40 years. We have one of the largest networks of providers, letting you choose who’s right for you. A variety of plan options to meet the needs of Coloradans. And our people are all local, so we get it. Rocky Mountain Health Plans. We’re Colorado, too. Visit RMHP dot org and get to know us. White Knuckle ANNCR: There are certain things a true Coloradan just knows. Like how to say Colorado instead of Colo-rah-do. How to talk craft without any reference to scrapbooking. How to drink from a river without getting sick. How to bake a cake, boil water, or cook anything at altitude. How to “dress up” in a mountain town. How to love orange and blue. How to not start a wildfire, embarrass yourself on the T-bar or get tricked into eating a certain type of oyster. And how to drive down a mountain pass without riding the break, white-knuckling the steering wheel, or freaking out about the absence of guardrails. A true Coloradan also knows the only health insurance company that was born and bred here is Rocky Mountain Health Plans. We’ve been serving Coloradans and our pack it in, pack it out lifestyle for over 40 years. We have one of the largest networks of providers, letting you choose who’s right for you. A variety of plan options to meet the needs of Coloradans. And our people are all local, so we get it. Rocky Mountain Health Plans. We’re Colorado, too. Visit RMHP dot org and get to know us. THE FIFTY 2015 35 THE INTEGER GROUP Drink Good. Do Good. Naked Juice: Nearly 24 million Americans have limited access to fresh, aﬀordable fruits and vegetables. That didn’t sit well with Naked Juice, which is why they teamed up with Wholesome Wave and The Integer Group to create the ‘Drink Good Do Good’ campaign—a bountiful initiative designed to bring 500,000 pounds of fresh produce to communities in need. To build awareness around the food desert crisis and encourage high-quality consumer engagement with the cause, a series of web films was created. The films featured Michel Nischan, a renowned chef who is passionate about solving the food desert crisis, and Adrian Grenier, a socially conscious activist who grew up on the Upper East Side and has some serious love for his hometown. They also featured some real New Yorkers who live in food deserts and deal with the crisis firsthand. As the films shine a spotlight on the problem, viewers engaged with campaign content to learn more about the crisis, show their support, and get credit for helping the cause. When a consumer took a photo holding a fruit or vegetable, shared it using #DrinkGoodDoGood, and tagged a friend to do the same, Naked donated 10 pounds of fresh produce to Wholesome Wave in their fight against food deserts. The campaign reached its goal of 500,000 pounds by October 1, 2015. The campaign also featured a grass-roots initiative with an iconic glass Naked “Bottle For Good”. Each bottle purchased contributed to the overall donation from Naked to Wholesome Wave. Directly driving sales of Naked Juice. Driving aﬃnity for the brand. Encouraging consumer engagement with a big social reward. The Drink Good Do Good campaign did a lot of good for both the brand and our neighbors in need. CREDITS Executive Creative Director Scott Meyer // Group Creative Director Patrick Sullivan // Creative Directors Andrew McGuire, Dustin Bredice // Associate Creative Directors Lee Perlman, Jason Shiskowsky, Cort Langworthy // Art Directors Tim Ratchford // Digital Art Director Josh Schneider // Copywriter Meghan Beckel // Producer Angela Mateus // Group Account Director Chava Ziﬀ // Digital Account Director Kathryn McClenahan // Account Service Mary Reed // Production Company Greenpoint Pictures // Director Logan Roos // Line Producer Luke Stevens // Editor Herman Nieuwoudt THE FIFTY 2015 37 KARSH HAGAN Life On Your Terms InnovAge: InnovAge provides customized care to help people age independently in their own home for as long as possible. We were inspired by true stories shared in passing by our client. Real examples of how InnovAge caregivers go the extra mile to provide a deeper level of care. We researched a library of stories that would become our print ads. For TV, we developed a commercial that tells the story of Stella, who’s living a full life in her own home, thanks to the custom support of InnovAge. This is Stella. She’s lived on Sycamore Street for 34 years. Here’s her favorite spot. Here’s her dog. Here’s her dog’s favorite spot. Here’s her neighbor, Nancy. Stella’s up 43 games to 29. (Domino) 44 games. Here’s her China. Here’s how she tells time. Here’s the day she moved here. Here’s when she’s leaving. (Never) And here’s her caregiver from InnovAge that makes that possible. InnovAge provides customized care to help seniors stay in their own home. This is life on your terms. CREDITS Associate Creative Director Darren Brickel // Copywriter Dave Fymbo // Art Director Adam Nelson // Designer Kristine Crawford // Producer Becky Ferguson // Account Management Carol Quinn // Photography Randal Ford // Video Production Company Liberal Media Films, Randal Ford Director // Video Editorial CharlieUniformTango THE FIFTY 2015 39 GRIT IMT Peach Bellini Can Design Infinite Monkey Theroem: The Infinite Monkey Theorem is an urban winery in Denver’s trendy, but gritty, RiNo district. The wine brand usually moves through the category with a back alley punk rock swagger and an f* you if you don’t like it sensibility. For the launch of new Peach Bellini wine in a can, Grit took all the masculine confidence of the IMT brand combined it with the art deco flamboyancy of Peach Bellini era to create a wine can that truly stands out. CREDITS Creative Director Sean Topping // Art Director / Designer Kelsey Jankauskas // Account Manager Liz Deets // Account Manager Bridget Rogers THE FIFTY 2015 41 MATCH Progressive Insurance Progressive Insurance: A motorcycle is a tool that helps some people navigate through their deep-rooted passion for adventure. Becoming one with the bike for a long haul, traveling light and embracing the unknown is the pursuit of the “rallyist,” a rough and tumble individual who must forfeit the comfort of personal grooming, shiny boots and easy parking. However, there is an important tool that these thrillseekers don’t have to forfeit: reliable insurance. By providing services that fill the gaps in riders’ needs, Progressive communicated an understanding of rally culture that helped them rise to the top of the consideration set. As the #1 motorcycle insurer, Progressive is passionate about its riders and the motorcycle community. In 2015, Boulder agency Match Marketing Group created the Flo’s Chop Shop for biker men and women, a pop-up unisex salon that hit several stops at rallies throughout the year across the U.S. Named after Progressive’s spokesgal, these pit stops oﬀered bikers a place to get personal tune ups after their long road trips and primp and prep for rally festivities. From free beard trims to boot shines, manicures to maps, VIP parking to sunscreen, Flo’s Chop Shop oﬀered valuable services, grub, music and essential supplies to celebrate the riders’ arrivals. Presented in a fun rockabilly atmosphere, Progressive radiated authenticity to the attendees and established itself as a true partner. Progressive and Flo’s Chop Shop teamed with the Movember Foundation for Mos & Motos, designed to raise awareness and create a positive change for men’s health among the bike rally culture. For each Flo’s Chop Shop shave during Movember, Progressive donated $10, and they encouraged visitors to join the Mos & Motos team, as they matched a designated amount of donations dollar for dollar. As of November 17th, 9,000 attendees have been groomed at Flo’s Chop Shop, and what’s more, they’re hitting Facebook and Twitter to tell their friends: The program has received 778k social impressions. CREDITS Experiential Agency Match Marketing Group // Creative Agency 96 Octane THE FIFTY 2015 43 CACTUS Odell Mood Pairing Odell Brewing Co: Research shows food pairing (the art of complementing food with drink) has been around since the time a caveman said, “This mammoth is salty. I need a drink.” We wanted to go deeper. Thus, Mood Pairing was born. Cactus created the Odell Brewing Mood Pairing tool to let consumers find the right beer for the right moment. This interactive function of Odell’s new website factors in things like weather, food plans, who’s on the hi-fi, what you did today and what you’re about to do. Advanced algorithms calculate what beer you should enjoy right now. The best part? No matter what mood you’re in, there’s always a perfect Odell beer for you. CREDITS Founder & CEO Joe Conrad // Partner & CCO Norm Shearer // Creative Director Ryan Johnson // Designer Josh Jevons // Copywriter Andy Bartosch // Brand Director Summer Hershey // Project Manager Rachel Plaster // VP Digital and Content Production Kate Schmitz // Director, Creative Technology Andrew Baker // Digital Producer Zach Meyer // Interactive Designer & Developer Austin Lliteras // Developer Tom Metz // Developer Mark Thoney // Developer Bret Glassett THE FIFTY 2015 45 SPILLT In Transit Show Packaging Time Warner Cable NY1 News: Our long standing partners at TWC/NY1 News reached out the team at Spillt to develop a show package for the NYC metro area show, In Transit. The show itself focuses on the unique challenges, lifestyle and history associated with commuting in the bustling metropolis that is New York City. Focusing our design heavily on map based elements as well as iconography, we developed a fully editable toolkit of a dozen elements. Our execution involved projection mapping geometry in Cinema 4D and animation/compositing in After Eﬀects. The NY1 News team was ecstatic with the results and “In Transit” has quickly become one of their premiere show segments on air. This edit is a representation of all the elements build for the on-air show. CREDITS Animation Jason Oberg, Derek Superville // Art Director Ed Rhine // Creative Director Ed Rhine, Ryan Bramwell // Designer Jason Oberg, Ed Rhine, Tom Bik // Producer Rebecca Olson THE FIFTY 2015 47 VLADIMIR JONES Parent Fearlessly Bright by Three: Being a new parent is a little scary. In fact, it’s downright terrifying. First time parents are as new to this chapter in life as their newborn is to the world. Working from that truth, we dropped all the pretense of pulling a parent’s heartstrings and spoke to them in a way that lets them be ok with being new to this world too. And with each new parenting tip and trick from Bright by Three, we’ve empowered them to Parent Fearlessly. CREDITS Executive Creative Director Jen Hohn // Copywriter Will Patterson // Interactive Art Director Chris Powell // Art Director Elaine Williams (print) // Art Directors Rik Patenaude & Kelly Fitzgerald (video) // Production Assistant Audra Schwartz // Account Supervisors Molly Davis & Kaitlin Cronk // Photographer Paul Ripke // Production House Riposte // Editor Rob Nickels // Director Jim Elkin & Roshambo // Prop Production Will Patterson & Rik Patenaude // Music Kelly Fitzgerald THE FIFTY 2015 49 FEAR NOT Wynkoop Brewing Company Rebrand Wynkoop Brewing Company: Between names like John Hickenlooper and Russell Scherer to laying the groundwork for Colorado’s celebrated craft beer scene, Denver’s Wynkoop Brewing Co has a rich history to say the least. Our challenge was to refresh essentially every aspect of the iconic brand and celebrate its historical past. It started with a logo. A bold, urban-inspired mark that reflects the city block it occupies, yet feels unique to the craft brewery category. We also impacted the interior of the space. A brew log of over 300 historic beer recipes, including the first Wynkoop beer ever brewed, became wallpaper for interior walls while messages celebrating the brewery’s history and people became proclamations of the brewery’s trailblazing spirit. In the process, we discovered Wynkoop Street was named after legendary local character Ned Wynkoop, Denver’s first sheriﬀ. An homage celebrating the man, the myth and the legend of Ned became a prominent wall graphic. Upstairs, the billiards room got a facelift with new table numbers and a reimagined house rules mural. CREDITS Chief Creative Officer Blake Ebel // Creative Director Jorge Lamora // Associate Creative Director/Copywriter Mike King // Designers Jorge Lamora, Jacob Gerhardt // Account Supervisor Meagan Nelson THE FIFTY 2015 51 VERMILION Fuel for Big Ideas Whole Foods Market, Rocky Mountain Region: Fort Collins is a city alive with the entrepreneurial energy of new ideas, ‘git ’er done’ confidence, and economic growth. It’s a place where people believe they can and then do. For the refresh of the community’s Whole Foods Market, we knew it would take an anything-other-than-ordinary approach to create an in-store experience that truly connects. Fortunately for us, the team at the Rocky Mountain Region of Whole Foods Market is a collection of bold thinkers too. Rather than imposing the familiar Whole Foods Market story, together we thought: let’s shine a spotlight on the community’s own story within their Whole Foods Market. The resulting decor and messaging strategy follow the entrepreneurial process around the store from the back-of-the-napkin idea to its vibrant completion. Because in Fort Collins good food is “Fuel for Big Ideas.” CREDITS Account Manager Margaret Thompson-Gough // Art Director Kevin Bonner // Designer Julia Williams // Strategist Thaddeus Napp // Copywriters Kristi Fisher, Thaddeus Napp THE FIFTY 2015 53 CACTUS Holiday Scratch Colorado Lottery: Scratch tickets have long been an easy and fun gift to give during the holidays. This year, the Colorado Lottery launched the first-ever $50 ticket with an instant $3 million top prize. So Cactus had a two-part story to tell: first, remind people to give Scratch and second, introduce this new ticket with a huge prize at stake. With a unique media buy, we created :15 bookend spots to tell one continuous story while communicating both messages. Viewers saw the first spot leading into the break, and the second just before the return to programming. CASH CARD 1 We open on a man visiting his sweet grandma on Christmas morning. We’re in grandma’s living room, which has a kitschy holiday feel. She hands him a card. GRANDMA: I almost forgot. JIMMY: Thank you, Grandma! He opens the holiday-themed card and a $20 bill falls out. Then a few more bills fall out. Then more bills. Then, bills and coins start pouring out of the card. Jimmy has a giant grin on his face. His grandma is also smiling and giggling. Every so often, she sweetly says, “Oh my!” VO: Give Holiday Scratch. The gift that keeps on giving. We cut to an in-situation art card with the holiday Scratch tickets and Lottery logo. CASH CARD 2 We are back to grandma’s house. Money has now flooded the living room. Jimmy and his grandmother are chest deep in cash. We see a Chihuahua in a Christmas sweater walking atop the mountain of cash. Money is still pouring out of the card. Jimmy has a giant grin on his face. His grandma is also smiling. She giggles occasionally, and sweetly says, “Oh my!” VO: Give Granted Wishes. With a shot at 3 million dollars instantly, it’s the gift that keeps on giving and giving and giving. We cut to an in-situation art card with the Granted Wishes Scratch ticket, Lottery logo, and words “BIGGEST SCRATCH PRIZE EVER.” CREDITS Founder & CEO Joe Conrad // Partner & CCO Norm Shearer // Creative Director Ryan Johnson // Sr. Art Director Matt Chiabotti // Copywriter Ricky Lambert // Brand Director Summer Hershey // Senior Project Manager Monica Hemmert // Executive Producer Brooke Woodruﬀ // Production Company Film Orange // Director The Director Brothers // Editing Company Idolum // Editor William Bullen // Audio Post Rocky Mountain Recorders THE FIFTY 2015 55 GYRO Listen to Your Body DPC Midstream: As the cost of healthcare continued to skyrocket across the U.S, DCP Midstream, the number one processor of natural gas needed healthier employees. With “Listen To Your Body,” gyro launched a fully integrated, incentive based Wellness program to convince the DCP workforce to make significant lifestyle changes. Through the voice of handmade felt organs (such as the colon and spleen) and their mortal enemies (such as French fries and cigarettes), the message successfully encouraged employees to lead healthier lives. As a result, DCP lowered healthcare expenditures by 12 million dollars. CREDITS Executive Creative Director Doug Kamp // Executive Creative Director Aaron Stern // Art Director Megan Latta // Art Director Kristan Butler // Art Director Praveena Dewars // Copywriter Shannon Flood // Copywriter Justin Horrigan // Studio Director Nancy Casey // Production Artist Erin Sturga // Client Services Director Nancy Seidel // Management Supervisor Robert Tucker // Project Manager Chantel Dahl // Strategy Director Kim Lauersdorf // Editor Steve Morrison // Photography Megan Latta THE FIFTY 2015 57 VICTORS & SPOILS Backcountry Beer Upslope: Upslope had been nationally recognized with awards for its great beer, but on the shelf, many still didn’t recognize the brand. What this Boulder brewery needed was a way to own its Colorado roots in the same way that other craft breweries stood for bicycling or ska music. So, to release their anticipated Oktoberfest, we built Upslope’s first Backcountry Tap Room—a bar 2.5 miles into the Colorado backcountry that could only be accessed by outdoor enthusiasts, and consequently, Upslope’s biggest fans. We teased and promoted the event using social media, local beer blogs, and some good old fashioned grassroots marketing. The result? Hundreds hiked into the Rockies to enjoy great beer in the great outdoors, and pretty much guaranteed our very first Backcountry Tap Room wouldn’t be the last. CREDITS Executive Creative Director Noah Clark // Creative Director Kate McQuail Kayne // Art Director Travis Brown // Copywriter Andrew Bridgers // Studio Manager Brent Erb // Project Manager Jenny Stefanov // Account Director Alex Kayne // Account Coordinators MacGregor Brown // Activation Agency Match Marketing Group THE FIFTY 2015 59 ZENMAN Adventure Nannies Adventure Nannies: Designed by Zenman, the Adventure Nannies site is heavy on the functionality while also looking pretty sexy. The site features shifting navigation that starts at the bottom of the page with a large featured image which sticks to the top of the browser as the user scrolls down. There are also hover eﬀects on the CTAs, with an overlay that displays additional content when a user’s mouse is over the image. And on the Resources Page, each image has an image grid at the top that animates multiple images in and out. The site is responsive, creative, and photographic. The design process was not without its challenges. Image optimization proved diﬃcult, as the website features huge, beautiful images that the team wanted to showcase, but needed to be wary of load time and resources. Designing a method for showcasing and filtering all of the available nannies proved challenging, too. CREDITS Creative Director Keith Roberts // Art Director Keith Roberts // Copywriter Zenman team // Designer Zenman team // Photographer Sarah Law // Branding Dan Quay THE FIFTY 2015 61 CACTUS Cactus Welcome Kit Cactus: A lot of work goes into finding great talent, so when we add a new person to the Cactus family, we think it’s an achievement worth celebrating. So we designed a new-employee welcome kit that’s equal parts introductory handshake, triumphant highfive and motivational catalyst. Each box contains a personalized welcome letter (made from a custom copper letterpress that doubles as their desk nameplate) and an employee handbook that shares a bit about our history, our culture and our high-bar expectations to bring their best to Cactus every day, with promises that we’ll bring ours in return. We also include a few custom tees, some daily on-the-job essentials and a sweet lid to cover up that precious noggin of theirs. CREDITS The development, design and creation of this kit was a collaborative effort with full-team contributions from Cactus’ creative, production and leadership teams. THE FIFTY 2015 63 AMÉLIE COMPANY Excuses vs. Reasons Colorado Advisory Council for Persons with Disabilities: The Council employs Amélie Company to make Coloradans think twice before they park. Amélie Company conducted market research in early 2015 on behalf of The Colorado Advisory Council for Persons with Disabilities (“The Council”) to inform campaign development surrounding parking for persons with a disability. Turns out most able-bodied people do not think access to parking for people with disabilities is a problem, even if they have witnessed abuse. The research supported a mass media campaign, integrated with PR and social media, to create awareness around the need for and abuse of parking for people with disabilities. The campaign casted real people with real disabilities through the Phamaly Theatre Company, and had them deliver excuses people use to deny the disabled community their right to equal access. In the end, the campaign shows, your excuses will never be as good as their reasons. Excuses 1: Trenton: “I already ordered ahead. I’ll just park here.” Pricilla: “I’m just running to the ATM. I’m not ‘really’ parking.” VO: “Your excuses will never be as good as their reasons. No plates? No placard? No parking.” SUPER: Tagline with URL – coloradodisabilitycouncil.org Excuses 2: Everett: “I forgot the 6-pack, I’ll be right back!” Megan: “I’m just grabbing something real quick.” VO: “Your excuses will never be as good as their reasons. No plates? No placard? No parking.” BUTTON – Everett: “It’s not like it’s a crime, right?” SUPER: Tagline with URL – coloradodisabilitycouncil.org Excuses 3: Adam: “Nobody ever parks here anyway.” Mary Ann: “I’m just dropping oﬀ this DVD.” VO: “Your excuses will never be as good as their reasons. No plates? No placard? No parking.” SUPER: Tagline with URL – coloradodisabilitycouncil.org CREDITS Creative Director Pat Feehery // Art Director Eric Hines // Copywriter Olivia Abtahi // Designer Eric Hines // Director Dan Knudson // Production Company One Floor Up, Rachel Farha // Producer Bryan Lynn // Post Production - TV One Floor Up // Post Production - Print Stephen Hausrath // Account Supervisor Mackie Clonts // Account Coordinator Kate Hinson // Casting through The Phamaly Theatre Company THE FIFTY 2015 65 KARSH HAGAN Platform T Platform T: Tea is the second most consumed beverage in the world. Second not to coﬀee, but to water. That’s why aspiring tea-artisans and founders of Platform T came to us with the hopes of turning their vision of creating a tea lounge into a reality. With the dreams of traveling to the corners of the globe where tea is grown, our brand strategy was simple: celebrate tea’s rich history and create a vibrant community for the people who love it. Starting from the ground up, the name and logo both naturally bring to life the lure of travel and the global story of tea. Then, to coincide with their brand launch and opening of their first tea lounge, Platform T needed packaging and collateral design to embody their fresh take on the tradition of tea. By finding inspiration in everything from ornate iron train archways, to topographic map patterns, we created designs to work across their 50 diﬀerent tea blends. We also worked with a top local architecture firm on a vision for the interior by contrasting rustic wood and stone textures throughout the lounge’s interior. Every passenger crosses a platform before they reach their destination, and our goal is to be the platform that leads people into the world of tea. CREDITS Senior Art Director/Designer Camille King // Senior Copywriter Karen Morris // Designer Lindsey Mills // Copywriter Laurel Kelleher // Executive Creative Director Charlotte Isoline // Account Manager Anne-Marie Salcito THE FIFTY 2015 67 O’BRIEN ADVERTISING Re-Brand Heritage College: We were given the task of creating a new and consistent look and feel for Heritage College, while at the same time driving enrollment across 10 campuses throughout the U.S. This was more than a fresh coat of paint. This was up-front research, brand building, and aligning all of the key stakeholders. We developed a brand that transformed Heritage College’s story, one that shines the spotlight on the boldness and bravery of its students to better themselves and their communities. CREDITS Owner, CEO Terri O’Brien // Creative Director Jim Morrissey // Brand Strategist Chris Conner // Art Director Ashlynn Dawes // Designer Karen Hofmeister + Ian Nordeck // Copywriter DJ Ursetta + Bradley Hein // Designer/Production Manager Carson Kraig // Chief Strategy Officer Cassie Augustine Jones THE FIFTY 2015 69 EBB+FLOW CREATIVE Charter Communications Type Family Charter Communications: Charter Communications wanted to design a type family they could use primarily for the program guide and user interface for their cable television oﬀerings. We were commissioned to design a full type family including roman, italic and slab serif variations. Rutledge is an elegant, eﬃcient, modern sans serif designed to legibly display information on televisions and monitors. We designed these usage posters to display the breadth, versatility and functionality as well as the spirit of the type family. CREDITS Creative Director / Designer Shane Kendrick THE FIFTY 2015 71 GRIT Aceso Packaging Aceso: Hemp is one of the most incredible plants on the planet. And Aceso harnesses its power by extracting carefully selected cannabinoids, including naturallyoccurring CBD. Then they pair those cannabinoids with natural ingredients that have powerful terpenes, flavonoids and vitamins of their own. The packaging for Aceso had to stand out in a sea of hippy dippy lookalikes and bring forward the clean science based nature of the product. CREDITS Creative Director Sean Topping // Art Director Lauren Sobotor // Account Director Ashley Einerson // Account Manager Elsie Blackman THE FIFTY 2015 73 STARZ Rocky ENCORE: As fans of the films, we wanted to create a piece for ENCORE that would resonate with all Rocky enthusiasts. Being near the end of the year, the budget for shoots had been exhausted. The challenge was to entice Rocky fans, and attract new ones, in an entertaining, modern way, using only clips from the movies. This “Rocky Remix” concept showcases the iconic moments and quotable lines from the beloved Rocky franchise. It’s all any fan needs to get fired up and watch. Intro: Do other fighters pound raw meat? No, I think I invented it. I’m gonna bust you up. Go For it. (Rocky Song) He’s a deadly weapon, he’s one of a kind. He’s hungry; champ of all time. The man comes straight ahead, he’s tailor made for me. The bums hiding, the bums running, he don’t wanna face me. He’s all wrong for us baby; get out while you can. Yo Adrian! I’m just a man. No, I don’t hate Balboa, but I pity the fool. This man is dangerous; I must break you. Lock the door, hide the kids. Balboa’s going to show you what a champion is. The New Year’s gonna see a Rocky start, Come on bring it to me. Absolutely. 1…2…3…4…5… (countdown of all 5 movies) Font Messaging: Rocky New Year’s Day Marathon Playing All Day January 1 “Rocky! Rocky! Rocky! Rocky!” (Crowd noise under messaging) CREDITS Creative Director Michael Gallegos // Producer Abbie Lunsford // Designer Christian Dore // Editor Rich Tramazzo // Audio Editor Eric Gerd THE FIFTY 2015 75 CACTUS Where Education Comes Alive Denver Zoo: A day at Denver Zoo provides much more than mere entertainment. It provides unique educational experiences and firsthand learning opportunities. Denver Zoo is the place where gibbons perform acrobatic feats before your eyes, where the thunderous roars of a lion reverberate in your eardrums, and where the coarse fur of a giraﬀe can be felt between your fingertips. Denver Zoo is where education comes alive. Cactus brought this idea to life through a variety of non-traditional out-of-home executions that blended together juxtaposing images of educational tools with the first-hand educational experiences found only at Denver Zoo. CREDITS Founder & CEO Joe Conrad // Partner & CCO Norm Shearer // VP, Creative Director Brian Watson // Brand Director Summer Hershey // Copywriter Ricky Lambert // Art Director Claire Gipson // Senior Production Designer Mark Tanner // Senior Print Producer Jamie Sharp // Project Manager Caitlin Wilson // Photography & Composite Retouching Mando-Matic // Printing Sign Language XL THE FIFTY 2015 77 VLADIMIR JONES 1991 Gif Certificates Sizzler: Sizzler restaurants haven’t had much impact on popular culture since the 90s. But that all changed when the Internet found and spread one of their videos that was produced in 1991. The video was embarrassing to be sure, what with the shoulder pads and bad hairstyles, but we had Sizzler embrace the cheese and laugh along with joke. We decided to have Sizzler make the most of their time in the limelight and thank the Internet for their blast-fromthe-past, newfound fame. Strategically launched on #ThrowbackThursday, we created GIFs of the funniest scenes from the viral video and made 1991 GIF Certificates – the first-ever, actual GIF coupons good for a Sizzler meal for two for what price? $19.91. We shared these GIF certificates on their social media channels and posted stills from the video as memes about both the 90s and Sizzler’s famous cheese toast. The video made the rounds on Buzzfeed, Good Morning America, Huﬃngton Post and more. And we jumped on it to maximize Sizzler’s interaction with fans. It was a moment that reminded Sizzler and the world of their past, and let the Internet have a laugh and a smile. And of course, some cheese toast too. CREDITS Executive Creative Directors Matt Fischvogt, Dave Cook & Ryan Johnson // Creative Director Jen Hohn // Copywriters Aylâ Larsen & Thomas Fowler // Art Director Rik Patenaude // Account Supervisors Ashley Dreyer & Julia Mulhern // Social Leila Qualhiem, Maddy Wold & Grace Evelyn // Production House Riposte THE FIFTY 2015 79 THE INTEGER GROUP Only in Colorado Coors Banquet: “Colorado has never been more prominent on the national stage. People who don’t live here wish that they did. Wherever you go in the country, you will see the “C” of the Colorado flag proudly emblazoned across the chests of residents and tourists alike. It signals the wearer as someone who values authenticity and experiences over pretense. With this surge in awareness and pride, many brands wants to lay claim to being a Colorado local, but very few have the heritage to support it. Coors Banquet, the flagship beer of Coors Brewing Company, has been brewed in Colorado since the 1870s. It has only ever been brewed in Golden, Colorado. For a variety of reasons, many Coloradans are not aware of this unbroken connection and commitment to our state. The Coors Banquet “Colorado Proud” campaign aims to make Coors’ connection to Colorado public knowledge and deflate the claims of pretenders. This campaign will position Coors Banquet firmly in the minds of any consumer looking for a beer that is truly, authentically a product of Colorado.” CREDITS Associate Creative Director Tony Molinaro // Art Director Sarah Godfrey // Copywriter Michael Tully // Regional Account Supervisor Trish Hardie-Frankel THE FIFTY 2015 81 NARRATOR GROUP “There’s got to be a better way” WestWorks Studios: Independent producers, videographers and creative teams here are all-toofamiliar with the limited studio options along the Front Range. They’ve had to pack equipment into tight spaces, or dress up a large, dusty warehouse to look like a small room. Perhaps even worse, they’ve had to bring clients into makeshift spaces that look neither polished nor professional. With this playful campaign, we positioned WestWorks Studios as a problem solver … and invited our audiences to try something easier and better. The media buy in the spring was both local and national and registered 22,000 impressions and an 85% view through rate over the course of a single week. CREDITS Creative Director/Art Director Jay Sunny // Copywriter Mark Toft // Animation Björn Benckert // Producer Nate Rich THE FIFTY 2015 83 AMÉLIE COMPANY DUI CDOT: CDOT and Amélie Company Launch “A Few Can Still be Dangerous” Thanks to eﬀective education and enforcement, most Coloradans recognize that when they drink they should not get behind the wheel. However, research conducted by Amélie showed that the group most at risk of driving impaired, 21- to 35-year-old males, do not think a few drinks can impair their ability to drive. To help change this common misperception, The Colorado Department of Transportation, in partnership with Amelie Company, launched a summer DUI awareness campaign – “A Few Can Still Be Dangerous.” “A Few Can Still Be Dangerous” served as an important reminder that even if an individual has only had a few drinks, it doesn’t mean it’s safe to drive. Using humor rather than scare tactics, the campaign featured two 30-second spots highlighting dangerous scenarios in which people ignore the hazards around them, such as tarantulas on the loose or children playing with chainsaws. The spots reminded viewers that even things in small numbers can be dangerous, including alcoholic drinks. Airing on cable TV and pre-roll throughout the state, the spots were supported by radio and OOH in the Denver, Colorado Springs and Fort Collins metro areas. CREDITS Creative Director Jenna Capobianco // Associate Creative Director Eric Hines // Art Director Chelsea Anderson // Copywriters Jenna Capobianco, Chelsea Anderson // Designer Eric Hines, Chelsea Anderson // Director Alex Grossman // Production Company 8th Street Productions, Steve DeVore // Agency Producer Kristen Del Cazo // Post Production - Broadcast Futuristic // Post Production - Print Stephen Hausrath // Account Supervisor Mackie Clonts // Account Executive Brenna Hersey THE FIFTY 2015 85 PHILOSOPHY COMMUNICATION F5 Tornados F5: The idea of driving through America’s heartland doesn’t usually top most lists of places to vacation. Thrillseekers on the lookout for a wild unorthodox experience find F5 Tornado Chasing Safaris to be one bone-chilling ride, one that induces an uncontrollable dose of profanity as seen in this poster campaign. CREDITS Creative Director Randall Erkelens // Copywriter Jay Roth // Art Director Lisa Fisbeck THE FIFTY 2015 87 FEAR NOT Holiday Einstein Bros: To mark the arrival of the 2015 holiday season, we created a campaign, nay, a place called Jollyville. Jollyville is a happy little winter wonderland. A place where the water flows like coﬀee and fresh bagels instinctively flock like the lox of Capistrano. We created all the illustrations in house and applied them both inside and outside of the store with a series of unique packaging elements and menu boards. CREDITS Chief Creative Officer Blake Ebel // Creative Director Jorge Lamora // Associate Creative Director/Copywriter Mike King // Art Director/Designer Jacob Gerhardt // Illustrator Jacob Gerhardt // Senior Account Manager Jon Barnett THE FIFTY 2015 89 CACTUS Odell IPA Campaign Odell Brewing Company: In the world of craft brewing, IPAs have become the testing ground for new flavors. But a lot of that experimentation has resulted in over-hopped, over-hyped, palate-blasting beers. Odell created their IPA (simply called “IPA”) in 2007 at the beginning of the American-style IPA explosion. With finesse and care, they made a solidly hoppy beer with a balanced finish. Research confirmed that Odell’s IPA has a perfect combination of complexity and approachability that appeals to craft-beer fanatics and novices alike. It’s the IPA for everyone, which is what we built our 2015 IPA campaign around. Laser-etched, wood die-cuts created a handcrafted canvas for the campaign, further illustrating the care Odell Brewing Co. The campaign included social, print, on-premise and in-store. CREDITS Founder & CEO Joe Conrad // Partner & CCO Norm Shearer // Creative Director Ryan Johnson // Senior Art Director Michael Maciolek // Copywriter Shea Tullos // Brand Director Summer Hershey // Senior Production Designer Mark Tanner // Senior Print Producer Jamie Sharp // Project Manager Rachel Plaster // Digital Producer Brit Tucker // Interactive Designer & Developer Austin Lliteras // Production Partner Public Letterpress & Engraving THE FIFTY 2015 91 TRI STATE Tri State Power Photography Tri State: We, as Tri-State G&T, wanted to create a campaign that was a visual representation of how Power Makes it Possible™ in the communities that our members serve. Power is the visual representation of the work that electricity does in our everyday lives. Power has the unique ability to capture the hearts and minds of people of all ages, providing a platform to tell the story of what makes electric cooperatives and public power districts special. CREDITS Creative Director Melissa Kendrick // Photographer Willie Petersen // Photography Assistant Josh Groth THE FIFTY 2015 93 GINGER & BACON Strange But Good Year of the Cocktail Ginger & Bacon: When you work in advertising, the holidays bring copious amounts of gifts from vendors. Which got us to thinking, shouldn’t we be giving them something in return? And after all of the early mornings, late nights and rounds of revisions we’ve put our vendors through, we figured they could probably use a few drinks—a year’s worth of them to be precise. We started by creating the Strange But Good Cocktail Book, a collection of original recipes and original illustrations. Then we paired the books with all of the ingredients needed to make a single serving winter cocktail. And we kept the creative liquor consumption flowing by launching the @strange_but_good Instagram account, a steady supply of seasonally relevant cocktail recipes. Cheers to collaboration! CREDITS Design/Writing/Production Camille King & Karen Morris // Photography Camille King, Karen Morris & Levi Tijerina THE FIFTY 2015 95 VICTORS & SPOILS FNV Social Partnership for Healthier America: From soda to burgers to fruit roll-ups, brands have used advertising and celebrity endorsements to get kids to eat all kinds of stuﬀ that isn’t good for them. And boy has it worked. But no one has ever used those same marketing tactics to get kids to eat the healthy stuﬀ. So we did. With the help of Partnership for a Healthier America and the First Lady of the United States, we turned fruits and vegetables into a brand called FNV. We recruited a team of big time celebrities. We featured them in print, OOH, and on an interactive brand website that allowed kids to sign their own endorsement deal with the brand. And we created a robust social media presence chock-full of funny, sharable content. Never once preaching. Never once pandering. Never once pushing a single health benefit. Just plain fun, clever advertising that proved the healthy foods could also be the cool foods. CREDITS Executive Creative Director Noah Clark // Chief Marketing Officer Andy Nathan // Creative Director Pat Horn // Associate Creative Directors Rob Lewis, Ari Levi, Brock Johnson // Art Directors Emilie Druss, Travis Brown // Copywriters Pete Nordstrom, Andrew Bridgers // Studio Manager Brent Erb // Producers Kaylin Fitzpatrick Horn, Lisa Eﬀress // Community Manager Allison Gergly // Account Directors Leslie Maddocks, Lynn Harris // Account Supervisors Rebecca Conrad // Account Manager Avery Henderson, Katie Funk // Account Coordinator Annie Vlosich // Project Manager Jenny Stefanov // Digital Agency Legwork Studio // Production Company Copious // Photographer Brian Bowen Smith, Justin Coit // Retouching David Nadeau THE FIFTY 2015 97 FUTURISTIC FILMS Zealots of Zag New Belgium Brewing Company: Working in conjunction with Cultivator Advertising and Design, Futuristic Films created a series of short films that would provide the impetus for New Belgium Brewery’s Summer online media campaign. Each episode of “Zealots of Zag” tells the story of someone exploring divergent and unusual paths, an ethos celebrated by New Belgium Brewery and their community. The subjects ranged from an avant-garde musician from San Francisco, a Cleveland based performance artist and a community story-telling group in Richmond, Virginia. Director Jasper Gray combined documentary techniques with a strong visual storytelling approach that brings you right into each story and highlights the perspective and individuality of the characters. The four films were rolled out over the Summer of 2015 to promote repeated engagement with New Belgium’s expanding online community and were supported by clips and trailers especially created for pre-roll and social outlets such as Instagram and Vine to create an integrated online campaign CREDITS Director Jasper Gray (Futuristic) // Executive Producer Sarah Liles (Futuristic) // DP Frank Pickell (Ep 1-3), Robert Muratore (Ep 4) // 1st AC Will Gardner (Futuristic)/Brandon Carter // Production Manager Alivia Olson // Advertising Agency Cultivator (Monte Mead, Steve Moore, Kent Smith, Tim Abare) // Post Production Futuristic Films THE FIFTY 2015 99 VLADIMIR JONES The Ringman Hyde Park: Let’s face it. Guys need a little help finding the perfect engagement ring. And Hyde Park Jewelers needed a little help connecting with their bridal millennial audience. So we created The Ringman, the wingman who helps a bro get engaged. He became a character on social media, giving out funny and useful proposal and ring-buying tips in diﬀerent posts. Suave and smart, he tapped into common proposal blunders and hooked you up with Hyde Park Jewelers, the foolproof way to get it right. By breaking out of the stuﬀy, outdated notions of proposals and engagement rings, The Ringman spoke to millennials on their level and engaged them like never before. CREDITS Executive Creative Director Matt Fischvogt & Dave Cook // Creative Director Jen Hohn // Copywriter Aylâ Larsen // Art Director Rik Patenaude // Production Assistant Audra Schwartz // Account Supervisors Erin Schneiderman & Christina Hoener // Social Kyla Applegate THE FIFTY 2015 101 KARSH HAGAN Palace Pale Ale Brown Palace: To pay homage to the great state it has called home for over a century, The Brown Palace created Palace Pale Ale. Partnering with brewmasters from Parker, CO brewery, Hall Brewing Co, they created the light-bodied ale with locallygrown malts and hops, as well as water from The Brown Palace’s artesian well. Karsh/Hagan started with a logo, then brought a distressed design and locals-only attitude through everything from beer taps, to a can label to advertising posters. CREDITS Art Direction/Design Kelsey Wittenberg // Copywriting Megan Cohen // Creative Direction Darren Brickel // Account Direction Camille Ziccardi // Print Production Allison Tonini THE FIFTY 2015 103 GYRO Good Friend, Maybe Not the Best Coworker DCP Airstream: DCP Midstream, the number one processor of natural gas, needed to drum up more resumes for hiring needs. The problem was that their Talent Acquisition department was inundated with a large quantity of resumes from under-qualified “friends” of employees. So to rein in the quantity and increase the quality of referrals, gyro helped remind employees that fun friends aren’t immediately qualified as the best coworkers. CREDITS Executive Creative Director Aaron Stern // Art Director Megan Latta // Art Director Kristan Butler // Copywriter Justin Horrigan // Studio Director Nancy Casey // Production Artist Christine Bakke // Client Services Director Nancy Seidel // Management Supervisor Robert Tucker // Senior Account Executive Scott Anderson // Strategy Director Kim Lauersdorf // Photography John Rose THE FIFTY 2015 105 CACTUS Hook or Crook Cactus: A demonstration of Cactus’ packaging design abilities, Hook or Crook is a branded interpretation of Peach Street Distillers’ three tequila products – and the ultimate gift for clients and vendors. Embodying the rugged cowboy spirit, and inspired by the hearty settlers of Colorado’s Old West, Cactus created the Hook or Crook brand in homage to Western settlers who survived by any means necessary—by hook or by crook. Cactus’ creative and production teams carried the Hook or Crook brand concept through every facet of the design, boldly combining southwestern styles with a modernized interpretation of vintage typography and filigree. To give the product a rustic yet high-end feel, Cactus had the cork laser engraved with Hook or Crook’s vintage-inspired logo. CREDITS Founder & CEO Joe Conrad // Partner & CCO Norm Shearer // Designer Josh Jevons // Copywriter Ryan Johnson // Senior Print Producer Jamie Sharp // Production Company Public Letterpress & Laser Engraving // Photographer Klug Studio THE FIFTY 2015 107 THE INTEGER GROUP Ad Club Sympathy Cards Ad Club: Advertising is a lot fun. But it can also suck. For this campaign we decided to focus on the latter. We wanted you to know that the Ad Club feels your pain. They know what it’s like because they’re ad people too. They also know that getting involved in the Ad Club is a great thing. It’s a place where you can meet like-minded ad people, do some fun creative work, and maybe even land a better job. And clearly, there’s a lot of pain here in Denver, because this year the Ad Club’s Committee Mixer events had their best turn out ever. CREDITS Creative Director Matt Hawley // Sr. Art Director Dave Brackenbury // Sr. Copywriter Joel Maron // Illustrator Angie (Angiemakes.com) THE FIFTY 2015 109 Thanks to our sponsors THE FIFTY 2015 111 it’s time to change the way we work What if your day job turned into a dream job? The possibility lies just ahead. Soon you’ll be able to plan, build, analyze, and optimize campaigns — all from a single platform. If you’re ready to break free from silos and spreadsheets, eliminate the manual and mundane all together... WE’RE MAKING THIS FOR YOU. Visit www.centro.net to learn more. SURGEON GENERAL’S WARNING: FIREANT STUDIO’S HIGHLY ADDICTIVE MASH OF INTERACTIVE SOLUTIONS H AV E B E E N SY M P TOM AT IC A L LY L I N K E D TO I NC R E A S E D DIG I TA L S H I N E. F R EQ U E N T U S E OF F I R E A N T STUDIO HAS BEEN PROVEN TO EFFECTIVELY REDUCE BAD WEB DESIGN, ONE DIGITAL SOLUTION AT A TIME. RECLAIM YOUR KITCHEN TABLE FREE FULL DAY OFFICE USE Please mention this ad. Life Simplifying Business Solutions • Furnished Private Offices • Shared Office Space • Professional Meeting Rooms • Mail Service • 24/7 Business Center Access • Full Time Front Desk Reception Choose from 10 Convenient Locations across the Colorado Front Range (expires 06/30/16) CONTACT OE TODAY 303.625.4000 // www.OfficeEvolution.com LET’S GET TO WORK Creativity requires chemistry from a team, and that isn’t born from just any cookie-cutter crew with the requisite skills. For innovative ideas to take root and creativity to blossom, it takes the perfect blend of skills, experience and corporate cultural fit. Whether you’re a job seeker or looking to hire new creative talent, we can connect the right skill sets with the right situations so that ideas can fly. Our team of specialized recruiters find, evaluate and perform selected reference checks on highly skilled talent. We know creative professionals and put them in organizations where they can thrive. SPONSOR OF DENVER 50 Denver • 303.295.7979 1125 17th Street, Suite 870 creativegroup.com/denver © 2015 The Creative Group. A Robert Half Company. An Equal Opportunity Employer M/F/Disability/Veteran. TCG-1215 ACES 2015 THE FIFTY 2015 121 Aces recognize the vendors, suppliers, production companies and independent professionals who work behind the scenes for the Colorado advertising and marketing community. Aces are nominated and voted on by members of Ad Club. Congratulations to this year’s winners. Best Social Media Company Ello Educator of the Year Dave Oakes Best Website Development Company Karsh Hagan Best Video Production Company Image Brew Best TV or Radio Rep Deb Fox, Altitude Best Talent Agency Radical Artists Best Sound Editor Coupe Studios Best Photographer Bryce Boyer Best Traditional Printer D&K Printing Best Nontraditional Printer Western Die Best Freelancer (any type) Jay Roth Best Digital Rep Jennifer McCallum, YuMe Best Media Buyer/Planner Christina Sokol, Karsh Hagan Best Intern Erin Mowry, R&R Partners Best Industry Blog The Denver Egotist Best Post Production Company PostModern Best PR Company Sprocket Communications Best Mobile App Developer 303Software Best Outdoor Company Mile High Outdoor Here’s why you didn’t make it in this book this year. 51. The server is down. 52. Wifi is down. 53. We have our last kickball game of the season. 54. My boss wants it this way. 55. Client is always right. 56. We don’t have time to do a photoshoot. 57. Stock is cheaper and faster. 58. Happy hour with friends. 59. It’s our anniversary. 60. I don’t have the latest Creative Suite. 61. It was country music day on Sonos. 62. Conference call presentation with the client is fine with me. 63. Powder day. 64. Rockies game with my bae. 65. My external HD just shit the bed. 66. The coffee maker is broken. 67. Just tell me how big and where to put it. 68. My wireless mouse battery died. 69. That was in the 2002 CA. 70. Timesheets are due. Then I gotta do my expense report. 71. Jury duty. 72. Just shoot it with your phone. 73. Let me get through this mountain of emails first. 74. Let’s just go with that first idea. 75. Our agency is led by account people. 76. I have to go meet the cable guy. 77. Parent teacher conferences. 78. Suuuuuuuper hungover. 79. Good enough. 80. The file is missing links and fonts. 81. Can’t find the font. 82. The team won’t choose my idea anyway. 83. The client sucks. 84. I’d like to see this place survive without me. 85. There’s more dispensaries than Starbucks. 86. Can’t blow off my trainer. 87. My mom thought it was hilarious. 88. Was up ‘til midnight doing freelance. 89. Kegs with Legs. 90. Looong ass traffic meeting, ran out of time. 91. My band has a gig tonight. 92. Had a gout attack this morning. 93. I wish the creative brief was better. 94. C’mon, it’s tampons guys. 95. Let’s start it tomorrow. Or Monday. 96. He finally asked me out! 97. We’ve run it for 4 years, what’s another? Why reinvent the wheel? 98. I’d like to see Alex Bogusky try and do that here. 99. We’re out of beer. 100. It’s 5:00pm.