Role: Associate Creative Director
Scope: I creatively managed four waves of ads for M&M'S with an $800k yearly budget. The ad series consisted of three waves of recipe awareness for Super Bowl, Movies and Back to School. Each wave of ads showcased event recipes created by foodie property TheKitchn and the videos shot by TheKitchn team to showcase them. For the Super Bowl group of ads we leveraged the M&M'S Super Bowl broadcast spot.
A fourth wave of ads centered around M&M'S teaming with Habitat for Humanity to raise funding to build low income housing with the help of a Facebook app that ties how many friends a user has to how long it would take to build a house. We created an AdFrames ad that included the broadcast spot of the M&M'S Facebook app, emulated the functionality of the Facebook app with the help of Facebook's API, then incorporated an editorial piece with video on the home design property Remodelista. The experience created an ad adjacency on Remodelista that validated M&M'S and the Habitat for Humanity Facebook app. The result spiked the usage and likes of the Facebook App by 20%.