For 60 years, Pizza Hut has been elevating the everyday, turning “just order pizza” into that “Friday night feeling.” So TracyLocke brought all the highlights, historic firsts and things we love about Pizza Hut together under one celebratory concept. From a national TV spot and new packaging to an extensive social campaign and online video - we made it clear, then and now, No One OutPizzas The Hut.
To better compete with increasing options in the fitness category, we completely reframed “24” to illustrate how 24 Hour Fitness helps members own the day as well as get the most out of their club. The campaign rolled out with a complete rebrand that included a new aspirational voice and a bold new look. The campaign was aimed (mostly) at females and primarily highlights all the different classes that 24 Hour Fitness offers with membership.
7-Eleven wanted a national TV campaign that let viewers know they had more in store. The usual things you expect at 7-Eleven, but also hot and fresh food. So the “More In Store” campaign was created to highlight what’s new.
And yes, turning a 7-Eleven into a giant ball pit was fun.
DALLAS IS A CITY WITH MANY SIDES
To convey the many attractions that Dallas has to offer, a Visit Dallas campaign was created to highlight those attractions in creative ways. By combining 2 of the benefits of Dallas into one visual we were able to create arresting and interesting visuals while talking about 2 things at once. This campaign features multiple print pieces, TV, radio and digital in markets across the country.
WHEN RED BULL WAS LOOKING FOR UNIQUE WAYS TO REACH A SPECIFIC TARGET AUDIENCE TO INTRODUCE THEIR NEW RED BULL YELLOW. RED BULL YELLOW IS DESIGNED TO GO BEYOND TO GO BEYOND THE TRADITIONAL RED BULL & VODKA COMBINATION AND INTO MANY MORE MIXED DRINKS INCLUDING RUM, TEQUILA AND WHISKEY. SO WHAT WAS DELIVERED WAS A GRASSROOTS CAMPAIGN THAT WAS TARGETED TOWARDS THE BAR SCENE. THAT MEANS BAR HOPPERS AND BAR TENDERS ALIKE.
What better way to introduce something by simply saying "hello." In this grassroots campaign, we targeted several major cities, partnered with local bar-owners and bartenders and created "underground" parties with exclusive Hello, Yellow invites. We also partnered with local businesses that our demographic frequented, like skate shops and tattoo parlors, to do temporary store-front takeovers to create some buzz on a genuinely local approach.
When Pizza Hut became the official new pizza partner of the NFL, we sprung into action creating multiple national TV spots (the Goff & Gurley one ran on Super Bowl Sunday), online videos, and enough social content to fill a stadium. Using some of the best talent in the NFL like Antonio Brown, Todd Gurley, JuJu Smith Schuster and Jared Goff, we treated fans to a fun campaign to remind viewers that Pizza Hut and the NFL are the perfect team.
Direct Energy is one of North America's largest energy providers. When they needed a rebrand we had to rethink their entire brand. From the voice, to the look and feel. In our research we found that many energy companies use cold colors and can be less approachable, so we went the other direction. So we installed a new, bright library of families enjoying their home, a dynamic, warm gradient and a brushed font that really helps them stand out. On top of that we created a pioneering voice that communicated how Direct Energy provides to the tools and technology to help families Live Brighter.
Doritos created a new dimension of snacking. Doritos Loaded. It's a melty, cheesy concoction that's covered in Doritos dust. It's so unique it's almost indescribable. So we created a commercial to capture that one-of-a-kind sensation when you bite into a Doritos Loaded. And we did it in a way Dorito's fans would resonate with; weird.
We tapped into tweets from real fans of Doritos for fun headlines that was used across Out Of Home, print, experiential, and more.
We needed a campaign for the Texas Lottery that really pushed the act of gifting scratch offs. The idea was that a simple scratch off is the perfect gift for anyone and that even adding them to a gift would make an ordinary gift epic.
So a TV campaign featuring the MUSEUM OF EPIC GIFT GIVING showed moments throughout time of some of the best gifts.
Point-of-sale creative (below) capitalized on the familiar TO:/FROM: idea while billboards continued the wrapping paper visual with enormous hero ticket art.
Before Lakewood Brewing could unleash its deliciousness across DFW, it needed some branding and packaging. A bold/legible design to jump off the shelf, mixed with old-world textures and backgrounds, add in some subtle Belgian elements to round it out and there you have it.
This is a hodgepodge of things done for Slurpee over time. Plenty of print and Out Of Home.
Even an Instagram-inspired national TV spot that leaned into the brand affinity with younger generations and their new love of Instagram. (The spot is a few years old.)
Ok I know 2012 was a while back. But this campaign was worth keeping.
7-Election was a campaign that allowed 7-Eleven customers across the nation to “vote” just by picking which cup they wanted when they got their coffee. Results were tallied at a microrsite online. A series of online videos featuring past presidents was made, social, print ads, packaging, a traveling Oval Office, a partnership with The Onion, and even campaign-themed buttons for employees were made.
(winner of 2 Canne Lions)
Brewed is a growing restaurant chain with a focus on both coffee and beer…so basically the best things that are brewed. Brewed now has 3 locations across DFW, including a brand new one in the redesigned international gate at DFW airport. I was fortunate to create their logo and much of their branding when they first launched in Fort Worth.