A full page ad in USA Today, congratulating the Super Bowl Champs.
For the digital part of the Give Yourself a Good Name campaign, we invented a way for people to track in real time the value of their Good Names. Using GPS, sema codes in concert venues, bookstores and museums, and by packaging apps on smartphones, any time a Heineken did something to effect the value of their name in the real world, whether it be reading a book, drinking a beer at a famous bar or seeing an art show, that action would be reflected online, on a world wide Good Name stock exchange. Basically, we made NASDAQ for people.
So for Christmas '08, the agency I worked for purchased, through an organization called Heifer International, cows in the names of each of its clients.
The cows were then donated, in our clients names, to poor African villages, where their milk was used for nourishment and for sale and profit at local markets.
I was told to come up with a way to break this news of bovine philanthropy to our clients. So I wrote them a letter. From a cow.
FOR THE LOVE OF GOD PLEASE READ THIS EXPLANATORY BLURB:
Umpqua Bank, a medium size bank on the west coast, wanted a campaign to celebrate its Debit Rewards Program. The program's simple: people use their Umpqua debit cards at local stores instead of big corporate box stores, they get cash back.
Buy local, get cash back. A proposition that's sure to piss off THE MAN. This campaign foils the civic-minded spirit of the Debit Rewards Program with THE MAN'S indignant response.
To serve as THE MAN'S mouthpiece and to represent all that's wasteful and wrong about shadowy multinational corporations, we invented a company called GLOBOLIATH, headed by venerable silver fox Chairman Easterbrook.
So every time Umpqua ran an ad touting the virtues of buying local, Globoliath would run a response right next to it.