The client
My budget is limited, and I've already learned that throwing money at media isn't always the answer. My audience works hard, comes home tired, and values every minute of their free time. To truly connect with them, I need to find a way to be consistently present in their lives—not just show up briefly as another advertisement competing for attention.
Client
GINARTE
A law firm specialized in construction site accidents
The idea
We identified an opportunity to transform an ordinary daily ritual into a memorable brand experience. By creating a series of witty, New Yorker-inspired cartoons based on relatable construction-site situations, we delivered entertainment where our audience least expected it.
Rather than investing in expensive traditional media, we turned the morning coffee run into our media channel. Partnering with a coffee vendor located directly across from the construction site, we distributed branded coffee cups featuring the cartoons. At just 40 cents per cup, the cost-effectiveness of the idea was impossible to ignore.
With a modest budget of $10,000, the campaign generated more than 25,000 impressions in a single day while creating genuine engagement with the audience. Most importantly, the brand stopped being just another advertiser and became part of consumers' daily routine—impossible to miss and impossible to ignore.
"Creativity solves everything"
— George Lois