Schlage

Inspection

How often do you think about door locks? If you’re like most people, the answer is once every seven or so years. So it’s not surprising that Schlage had a tough time staying in consumers’ minds.

Since partnering with Schlage, we attacked this problem with an ever-expanding body of memorable, targeted work—from strategic position and brand books to TV commercials, Tumblr sites and shareable web content.

In “Inspection,” we answered an important (if unexpected) question: what brand of locks do burglars put on their doors?

Farm Bureau Insurance

Slow Knock: Pool

Just about everyone has some kind of insurance. But practically no one knows exactly what it covers. And rather than find out, too many of us knock on wood, merely hoping we’re protected.

“Pool” introduces the “slow knock,” a tongue in cheek nod to the “slow clap.” The spot opens on the aftermath of an accident, people standing around stunned by the scene ... when slowly, very slowly, the offender knocks on wood, hoping that he’ll be covered by his insurance policy for the damage just done. The knocking builds into a frenzy, before being snuffed out by the Farm Bureau Insurance logo – because with Farm Bureau Insurance knocking is never required.

Brizo

Streamlined by Brizo

Since we created this fashion brand 10 years ago, we have continuously evolved it in appropriate, yet surprising ways—because that’s what fashion does. This year, the By Brizo campaign emphasizes that fashion encompasses not just clothes, but an entire lifestyle. As ever, the ads—speaking to the inspiration beyond each luxury fitting—are amplified by events, digital collateral (ranging from pre-roll to blogger relations), and other accouterment. It’s also of note that as trends go, this brand has been ahead of them since its very start, partnering with Jason Wu in 2007—well before the designer’s ascent to the international stage.

The By Brizo campaign print ads were designed to bring the inspiration behind a collection to life. For the Sotria bath collection, we focused on the word “streamlined” and worked that into every aspect of the ad—from the model’s hair, makeup and wardrobe to the language, the set props and the overall scene itself.

Upland Brewing Co.

Upland Brewing Co. Packaging

Claiming, with authority, their roots in “The Other Midwest” (not the notoriously conservative, flyover country some might associate with the location), we re-branded Upland with an exhaustive campaign, beginning with a new logo and branching out to include new packaging for eight of Upland's most popular beers. The goal of the new look was simple: to capture the quality, culture and spirit that make Upland—and its community—unique.

Together, the bottles create a family of brews as distinct in looks as they are in taste, however their core unifying factors remain: meticulously hand-lettered type and illustrations that reflect the hand-crafted nature of the beer itself.

Upland Brewing Co.

The Other Midwest: Settlers

Claiming, with authority, their roots in “The Other Midwest” (not the notoriously conservative, flyover country some might associate with the location), we re-branded Upland with an exhaustive campaign, beginning with a new logo and branching out to include new packaging for eight of Upland's most popular beers.

Friendly like the Midwest but more forward-looking and independent, the Other Midwest also perfectly describes Upland's home of Bloomington, IN.

But what kind of people seek out the Other Midwest? According to “Settlers,” they all share one important value.

Building Tomorrow

Uneducate Yourself

As an international social-profit organization and Clinton Global Initiative recipient dedicated to building schools in Uganda, Building Tomorrow’s ambitious are far-reaching, ambitious, and dependent on getting the word out.

Unfortunately, people (especially Millennials) don’t respond well to guilt, and resist making large contributions. But we realized that by shrinking the problem of a “Global Education Crisis” down to something much smaller and making it more tangible and real to potential benefactors, we were able to make them digest the information in a new light.

Enter Uneducate Yourself: a microsite that pulls in a user’s personal information (via Facebook) and changes the life they know to look like the life they’d have, if they never had a school to go to. It then produces a shareable infographic that users are encouraged to post to Facebook, Twitter and Instagram to spread Building Tomorrow’s message and ultimately grow its base of believers.

Farm Bureau Insurance

Slow Knock: Birthday

Just about everyone has some kind of insurance. But practically no one knows exactly what it covers. And rather than find out, too many of us knock on wood, merely hoping we’re protected.

“Birthday” opens on the scene of a 50th birthday party gone wrong when the party gets interrupted by a driver who accidentally lost control of his vehicle and crashed his car through the side of the house. For lack of a better solution (and, because frankly he can’t believe his eyes) birthday dad (the homeowner) slowly begins to knock on wood; foolishly hoping that he’s covered for the damages. The knocking builds into a frenzy, before being snuffed out by the Farm Bureau Insurance logo – because with Farm Bureau Insurance knocking is never required.

Ugly Mug Coffee

Morning People

When we first began work on this brand, research showed that people identified with the Ugly Mug name, but its existing packaging didn’t leverage that affinity. So, we set out to re-brand Ugly Mug with packaging, advertising, a blogger relations campaign and a strong new identity system complete with authentic wood cut type and an anti-cloyingly-Starbucksian-coziness-attitude to fit.

The Ugly Mug print campaign was designed to be as bold as the roasts themselves. “Morning People” calls its shot and takes it—no mercy. But really, let’s be real here: who hasn’t wanted to “pick off, swat down and crush the hope out of” a morning person or two?

Schlage

Keyless Era: Corry

For the launch of keyless electronic locks from Schlage, we started with a simple thought: For thousands of years, we’ve been beholden in some way to keys. And now that our homes are finally keyless, we’re entering a new age. A smarter, more convenient era. The Keyless Era.

You know who isn’t sad to see keys go by the wayside? Corry. With two Rs. Because when you’re name is Corry with two Rs, finding a personalized keychain is a rather scarring (with two Rs) experience.

Upland Brewing Co.

Upland Wheat Ale

Claiming, with authority, their roots in “The Other Midwest” (not the notoriously conservative, flyover country some might associate with the location), we re-branded Upland with an exhaustive campaign, beginning with a new logo and branching out to include new packaging for eight of Upland's most popular beers, including the classic staple, Upland Wheat. The goal of the new look was simple: to capture the quality, culture and spirit that make Upland—and its community—unique. The hand-crafted nature of the beer is reflected in the extensive use of hand-lettered type and illustrations.

Silver in the City

Gift Bags

With shelves full of jewelry, unusual gifts and housewares, Silver in the City is unlike other gift stores—so we knew its bags, windows, ads, digital work and point of purchase choices had to reflect that. We developed a true personality for Silver in the City, complete with a voice that’s funny and eccentric, a classic, artful and bold graphic tone and an all around air of excitement that keeps current fans coming back and, while successfully drawing new fans in.

With a limited budget, we were able to design a series of talkative bags to serve as “walking billboards” for the store, rather than investing in the real thing. With messages like “Know the person carrying this bag? Lucky you.” And, “Nobody has ever said, ‘oh you shouldn’t have’ and meant it,” these bags pack a wordy punch and are easy to spot on the street—even from far distances. Take that, real billboards!

Selling Eating

Selling Eating: Restaurant Marketing Beyond the Word Delicious

This restaurant marketing play book is essentially the popular “about food, but not a food blog”-blog Selling Eating come to life (and, to Amazon).

With a Foreword by Russ Klein (SMO of Burger King), Selling Eating: Restaurant Marketing Beyond the Word ‘Delicious” contains advice ranging from “The Seven Very Specific People Your Restaurant Needs to Reach” to “Fifteen Forbidden Food Words to Never Use,” this book is filled with humor, charming anecdotes and pages upon pages of solid restaurant marketing advice that readers would be hard-pressed to find anywhere else.

Selling Eating was written by Y&L Principal, Charlie Hopper and published by Young & Laramore (hey, that’s us).

Brizo

Refined by Brizo

Since we created this fashion brand 10 years ago, we have continuously evolved it in appropriate, yet surprising ways—because that’s what fashion does. This year, the By Brizo campaign emphasizes that fashion encompasses not just clothes, but an entire lifestyle. As ever, the ads—speaking to the inspiration behind each luxury fitting—are amplified by events, digital collateral (ranging from pre-roll to blogger relations), and other accouterment. It’s also of note that as trends go, this brand has been ahead of them since its very start, partnering with Jason Wu in 2007—well before the designer’s ascent to the international stage.

The By Brizo campaign print ads were designed to bring the inspiration behind a collection to life. For the Artesso kitchen collection, that meant capturing refined elegance and the spirit of early 1900s innovation, with a delightful modern edge.

Goodwill

Can’t Lift It

Over 90 markets across the United States and Canada have syndicated the Goodwill campaign since it began in 1996. The ads effectively establish Goodwill as a discount retailer—a well-organized, fun place to shop for brand name merchandise in good condition at low, low, low prices. Originally produced for Goodwill of Central Indiana, this campaign has grown system-wide sales and donations in Indianapolis by more than five fold.

“Can’t Lift It,” serves as a wakeup call to the worn-out and weary: in many cities, Goodwill will come to your home (or storage facility) to pick up donations that are too heavy or awkward.

Brine

Shootout 2

When the lacrosse brand Brine needed to promote their equipment to a youth-oriented market, we developed three apps, Shootout—a flick game that quickly became one of the App Store’s most popular lacrosse games ever—Hotshot, and Shootout 2.

Shootout 2 challenges a new legion of fans with new levels, new updates and other exciting features (including 3D graphics, and the options for laxers to rip in outer space).

Stanley Steemer

I Could Have Saved This One

Double digit sales gains without an increase in media spending: those are the results Stanley Steemer felt from this work from Y&L. Consumer engagement is always a challenge, but even harder in a low, low, low-interest category like carpet cleaning—and yet, consumers were very engaged in these commercials.

This commercial in particular was repeatedly quoted in social media around the time it ran, picked up by consumers who could identify with the Stanley Steemer technician's anguish: “I could have saved this one!"

Steak ‘n Shake

Halloween Milk Shakes: Something Chocolate This Way Comes

This storied “steak” burger and milk shake chain partnered with Y&L when they had just over a hundred restaurants. For eighteen years Y&L provided every marketing service possible, and company leaders (by their own account) relied heavily on the work to help them grow past five hundred restaurants.

In focus groups we uncovered the unspoken truth that consumers came to believe that Steak ’n Shake was higher quality food partly because the advertising was perceived as smart, well done, and executed with high standards.

Schlage

Keyless Era: National Security

For the launch of keyless electronic locks from Schlage, we started with a simple thought: For thousands of years, we’ve been beholden in some way to keys. And now that our homes are finally keyless, we’re entering a new age. A smarter, more convenient era. The Keyless Era.

Luckily, in this new Keyless Era, National Security gets a major safety upgrade.

Brizo

Twisted by Brizo

Since we created this fashion brand 10 years ago, we have continuously evolved it in appropriate, yet surprising ways—because that’s what fashion does. This year, the By Brizo campaign emphasizes that fashion encompasses not just clothes, but an entire lifestyle. As ever, the ads—speaking to the inspiration beyond each luxury fitting—are amplified by events, digital collateral (ranging from pre-roll to blogger relations), and other accouterment. It’s also of note that as trends go, this brand has been ahead of them since its very start, partnering with Jason Wu in 2007—well before the designer’s ascent to the international stage.

The By Brizo campaign print ads were designed to bring the inspiration behind a collection to life. The Virage bath collection was inspired by Parisian wrought iron and sets itself apart due to its quarter-turn twist—which is why the ad became “Twisted by Brizo,” an ode to the inspiration through-and-through.

Schlage

Ex-Girlfriend

How often do you think about door locks? If you’re like most people, the answer is once every seven or so years. So it’s not surprising that Schlage had a tough time staying in consumers’ minds.

Since partnering with Schlage, we attacked this problem with an ever-expanding body of memorable, targeted work—from strategic position and brand books to TV commercials, Tumblr sites and shareable web content.

In “Ex-Girlfriend,” the goal was to reminder consumers that “strong” equals “safe,” which is worth a slightly higher price tag to most individuals (and definitely, to this guy).

Upland Brewing Co.

Bad Elmer’s Porter

Claiming, with authority, their roots in “The Other Midwest” (not the notoriously conservative, flyover country some might associate with the location), we re-branded Upland with an exhaustive campaign, beginning with a new logo and branching out to include new packaging for eight of Upland's most popular beers, including Upland’s classic brown porter, Bad Elmer’s Porter. The goal of the new look was simple: to capture the quality, culture and spirit that make Upland—and its community—unique. The hand-crafted nature of the beer is reflected in the extensive use of hand-lettered type and illustrations.

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