1. MEG ROMETTY Art Director

4. f ind new inspiration ) (

5. talk it out

6. Maybe it was a rainy day.
Maybe you were with friends.
Maybe it was the middle of the night.
Maybe you needed new inspiration.
Maybe you just weren’t satisfied.
Maybe you were.
Maybe you were in love.
Maybe you were wondering.
Maybe the sun was out.
Maybe you wore your pajamas.
Maybe you planned it.
Maybe you didn’t.
enter site
Napkins and Coffee sleeves will be handed
out in Caribou stores to promote the site.

7. Remember when coffee was a sweet
nectar from heaven enjoyed with friends
and loved ones after dinner or on
Sunday mornings?
You probably don’t. In the modern
world, coffee has become a liquid drug
of sorts, keeping the busiest bees of
the world awake and functioning on a
daily basis.
In the crowded and competitive
marketplace that is the coffee industry,
a company has to be different in order
to stand out. This campaign positions
Caribou as standing for more than
drinking coffee to stay awake. It takes
coffee back to its roots and challenges
consumers to do more than just get
through the day. To drink coffee and
!
drink coffee not just to stay awake, but
to wake up their souls.
THE CUP THAT
Where were you when you realized? You want to
quit your job. You’re in love with your best
friend. You should be living in Italy. Post
a picture of the cup of coffee you had and
describe the moment where everything changed.

8. 11.12.11
I always find inspiration
in the most unexpected of
times. It was a Tuesday.
Standard 30 minute coffee
break during work. I ran
to the diner a few blocks
down... Read More

9. 11.08.11
Hadn’t seen my best friend
from college in over a year.
She called me saying she was
in town, and we met up for
coffee. Needless to say, it
was great to catch up with
her... Read More
10.30.11
When my girlfriend broke
up with me, I was heart
broken. I was planning on
proposing to her. After
bumming around the house
for a few days too many, I
decided... Read More

10. Some foods are hard to make.
What most people don’t realize is
how much easier it would be to
make them using Pam.
The goal of this campaign is to
make Pam an ingredient used in
all everyday recipes, not an option.
The ads use peel-off stickers with
recipes on the back to bring this
idea to life.
Art Direction: Meagan Rometty
Copy: Julia McGovern

11. Front of sticker

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Back of sticker

29. Explorers like to explore. Find new places.
Experience new things. Pursue challenges.
REI is opening a new store in New York City.
Why not make the location a secret and

30. !
The store’s products will be placed
throughout the city, and billboards will
be created to mimic outdoor adventures.
Explorers will use foursquare to check in
!

31. clues leading them to subsequent executions,
and eventually, the new REI store.

32. Clockwise from top: Taxis will be topped with tents. Street signs will be
recreated out of skis and kayak paddles. Kayak billboard wraps around
building. Hiking billboard targets users who walk or drive. All executions
have a foursquare check-in that provides them with a clue.

33. Not only do explorers like to explore,
but they like to tell other explorers
about their adventures.
Meet REItripblogs, a microsite
sponsored by REI where explorer-types
can post accounts of their
adventures, share them with friends,
and read tales of other journeys.
On the home page users tap on
a continent of interest to choose
where they would like to view
trips from.
Users will be taken to a page where
they can view a short blurb about all
trips from the area they selected.

34. DAY 8
Mesmerized by Nature’s Beauty
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35. P E N X XT
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36. When users pick a blog to view,
they will be taken to an online
traveler’s journal. Blog creators can
write whatever they want about
their trip, and include pictures.
On the top left of every blog, users
have the option to view products
used on the trip they are reading
about. If they select that option they
will be taken to a page of products
they can click on, read real reviews
!

40. !

41. Users can send kiss messages to their
friends through Twitter, and opt to send
them virtual kisses through the social
networking site.
Facebook will allow users to share
kiss messages with each other. They
may also post about ordering personal
kisses from mykiss.com, hopefully
!

42. Online Ordering
Users can order any kiss message they
submit on Hershey Kisses. Messages
can range from a simple, “I Miss You,”
to something more personal, such as
“Sorry I drank the last of the milk.”