yaktrax
film, digital, social
Led development of the "Stand Up to Winter" campaign for Yaktrax, easily the greatest winter traction product ever invented. As a native Texan who lived in both Chicago and New York, I definitely could have used these. Videos humorously showed the perils of not having Yaktrax on your shoes when confronted by serious winter weather. The campaign was extended on social and digital display to drive purchase in store and on a newly redesigned website.
Recognitions:
CA exhibit, National Addy
