Role: Global Creative Director, Copywriter, Client
DIGITAL CAMPAIGN OF THE YEAR / World's Tastiest Coupon
Who says a coupon ad can't be creative? To promote Day of the Dozens (12/12), the World’s Tastiest Coupon was an actual scannable barcode, made of actual doughnut glaze using our iconic glaze waterfall.
• Engagement on Facebook, Twitter and YouTube channels exceeded expectations as did key metrics such as store traffic, transactions and sales.
• Video-embedded email achieved one of the brand's highest open rates
A team effort from agency partner Baldwin&, and Krispy Kreme's Marketing, Equipment, R&D and IT/POS Integration departments.
Digital Campaign of the Year (Gold), AdAge Small Agency Awards
Role: Global Creative Director/Client Agency Team: David Baldwin, Bob Ranew, Jimmie Blount, Britton Upchurch, Liz Stovall
The world's first edible coupon.
Digital Campaign of the Year—Gold
Krispy Kreme #Deflategate
Krispy Kreme's largest competitor, Dunkin' Donuts, sponsors the New England Patriots. With the Deflategate controversy brewing, we took to the field with this concept and the Twitter-verse ran with it.
Within 24 hours:
• @krispykreme trended in Boston, New York, Pittsburgh, Atlanta and Seattle
• Social statistics on key channels were among the highest for the brand to date
• Re-tweeted by ESPN's Darren Rovell and Erin Andrews to their combined 3.3 million followers
• Picked up by TIME, the TODAY Show, USA Today, CBS Sports and The Washington Post.
Role: Copywriter & Creative Director Team: Jonathan Whisnant, Kelley O'Brien
There is just ... something ... about walking into a room with a box of Krispy Kreme doughnuts: people stop what they're doing, their eyes light up, the entire energy changes. It's almost magical. It's certainly special.
I wrote the brand brief then worked with agency partner Baldwin& as they captured these one-of-a-kind moments for this one-of-a-kind brand we called "The Krispy Kreme Effect."
Role: Global Creative Director/Client Team: David Baldwin, Bob Ranew, Ashley Yetman, Jennifer Matthews, Dino Valentini, Lisa Shimotakahara, Liz Stovall
The Effect is real
To celebrate the Olympic Games and its athletes, I conceived, directed and helped produce this fun social video that released ahead of the Opening Ceremonies.
It achieved 1.3 million views, 29,500 Likes and nearly 12,000 shares on Facebook alone and ranks among the brand's highest engaging social videos.
Role: Copywriter & Creative Director Team: Andrea Smith, Keats Pierce
Krispy Kreme honors the Opening Ceremonies
To promote Krispy Kreme's new Zombie doughnuts, I worked with agency partner Baldwin& to bring to life this social campaign showing that the scariest monster is a hungry you. Scary + Hungry = #Scungry.
Role: Global Creative Director/Client Agency Team: Jimmie Blount, Britton Upchurch, Jennifer Matthews, Liz Stovall