Oh Baby stores in Brooklyn are not your ordinary children’s stores. Elegant décor, fresh-baked cookies and concierge gifting elevate the traditional chaotic baby box store to a delightful shopping experience. This campaign targeted the discerning shopper with a blend of wry humor and adorability, making the grand opening a big bouncing success in a market dominated by mega mommy store retailers.
Getting 306,000,000 search results for “first-time mom” gave us sympathy pains – and a great idea – for connecting with newbie mothers. Walmart’s baby department reinvention was the first category in a storewide reinvention drive to capture a more upscale, millennial audience.
The Spark: The First Time Expectant (FTE) is on a 9-month journey of uncertainty. She gets a Googledom of differing opinions and advice from doctors, friends, family and her crazy Aunt Nancy. But what if her favorite retail store was her roadmap to making the right choices for her first baby?
The Due Dates concept dovetails perfectly with Walmart’s "Every Little Step" platform and reaches today’s mobile millennial with interactive displays and instant product suggestions, blogger advice and a warm network of compadre FTEs.
Due Dates is currently being, erm, birthed in a trial test of 100 Walmart stores.
Agency: Work performed for Anthem Worldwide
Strategic Planner: Ginger Smithwick
Digital Strategy: Dawn Dubinka
Concept Director: Kat Downend
Creative Director: Ed Raldiris
Designer: Tiffany Budzisz
Copywriter: Kat Downend, Lexi Corn
Goal: Finding the spark of commonality for creating an integrated retail brand campaign that would shoot Newell Rubbermaid’s Sharpie, Goody and Rubbermaid products to the top of every back-to-school list.
We began with a strategic overview, mining purchase drivers for each of the consumer segments. Then we searched for what would be new and next in fashion, tech and pop cultural trends. The sweet spot was a trend toward futuristic, luminous and light-infused fun – a perfect play on kids heading towards a new year and new chance to shine.
This omni-channel campaign gave three seemingly disparate brands the singular power to create planned events that performed across their marketing mix.
Agency: Work performed for Anthem Worldwide
Strategic Planner: Ginger Smithwick
Creative Director: Kat Downend
Designers: Tiffany Budzisz
Copywriter: Kat Downend
1000 locked crates were sent to C-level executives (including Bill Gates!). To get at the goods, recipients went to a web link to visit “the Isle of Enigma,” an interactive game that revealed the code to unlock their mystery crate. Once inside, they discovered a hand crafted tribal mask and brochure that brought to life Verity’s core benefit: the ability collect and interpret rich data that reveals your true customer: the buyer beneath the mask.
Agency: Work performed for The Integer Group
Concept Director/Copywriter: Kat Downend
Creative Director: Kate Kennedy
Designer: Carol Frank
This stuffed fish direct mail piece was sent to marketers prior to the DMA show to promote Verity's ability to help companies reel in their best prospects through quality customer segmentation data. An attention getter amid the typical trade show marketing deluge, the mailer drove home the point that Verity knows "exactly where your big fish are jumping."
Agency: Work performed for The Integer Group
Concept Director/Copywriter: Kat Downend
Creative Director: Kate Kennedy
Designer: Michael Heller
When this national retail power chain expanded its offerings to meet today’s digital millennial audience, Katalyst developed a strategic platform and creative campaign to deliver emotional impact. Although people don’t have emotional connections with batteries, they do have emotional connections with their “toys” - cell phones, motorcycles, even their beloved power tools. And of course, they want to protect our families and homes.
Creative Director: Kat Downend
Designers: Kathleen Heikes, Andrew Gayer
Copywriter: Kat Downend
When Interstate Battery’s Commercial B2B division employed a new and targeted focus on anchor industries, the P.L.A.N. Game Day Audio App delivered on-the-go inspiration and education. Audio sessions were accompanied by quick quizzes to prompt self-challenge and lighthearted rivalry, motivating the sales force soak up everything they needed to know about bringing home the victory on their new key prospects.
Designers: Quake Creative
Copywriter: Kat Downend
WHAT ONCE HELD WATER NOW GIVES LIGHT
Vitraform is the creator of the Original Glass Sink, handcrafted glass vessels marketed to the trade. This campaign elevated the functional bath fixture to a place of artistry and elegance in the home. Print ads showcased the stunning beauty of the product as interior focal points, while the website and collateral served up specifications for busy buyers with effortless ease.
Steelcase had experienced great success in the education market with its PolyVision division. The world’s number one whiteboard surface for schools, PolyVision CeramicSteel’s ability to defy scratches, stains, weather and more posed a world of opportunity for expansion into the architectural and building industries.
To complement the existing educational brand tagline, “Bring Learning to Life,” Katalyst developed an umbrella brand positioning with the tagline, “Made for Life” to resonate with multiple markets and audiences. PolyVision CeramicSteel is made for life in schools, hospitals, walkways...wherever your imagination—and life—takes you.
Brand Development: Kat Downend
Creative Directors: Kat Downend, Keith Lopez
Web Design: Keith Lopez
Copywriter: Kat Downend
To launch this Belgian gourmet sugar into America’s crowded sugar category we created a brand that appeals to posh palates and clearly differentiates it to the trade as a category innovator, earning a place on the shelf at premier US grocery stores. From in-store displays to digital and playful social media campaign, we took T-Sugars from a complete unknown to a sweet success now launching across the globe.
Agency: Work performed for Anthem Worldwide
Digital Strategy: Dawn Dubinka
Creative Director: Kat Downend
Designer: Ryan Paladino
Copywriter: Kat Downend
