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.
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.
la Madeleine is a French restaurant on the rise. We created a campaign that reminded fans and curious foodies that they could get a taste of France without breaking out their passport.
The “France Isn’t So Far Away” campaign was born. We started by creating a direct-mail campaign with unique postcards. We created custom illustrations featuring French cuisine in fun ways. The Swiss Alps, hot air balloons, French Riviera, and more…all with a food spin.
Then we recreated iconic French poster art (the public domain ones of course). We rebuilt these from scratch entirely in-house, all with a la Madeleine spin, featuring products from the brand. These posters are popping up in stores as we speak.
We even took over the social channel. This included many posts about the taste of France being just down the road, to even recreating artwork by iconic French painters painted directly on la Madeleine packaging. All done within the agency.
Of course we topped it all off with a TV spot that flows across a French dinner table, highlighting every meal of the day and reminding viewers that “France Isn’t So Far Away”
We got to have some fun for the holiday season of ‘23. We created a new LET IT POUR line of the iconic Tito’s ugly holiday sweaters, created a spot all about the ingredients for a perfect holiday party, and got to pet a bunch of dogs along the way.
Tito’s is no stranger to charitable initiatives and for this holiday season we proposed they focus on our furry friends. So Tito’s teamed up with Meals on Wheels Loves Pets to donate $250,000 for the cause.
Along with the holiday party spot and a photoshoot, we promoted it on every bottle with a To:/From: tag that included messaging about the partnership as well as a recipe for a “Cause-Mo” (get it?).
Let it pour, ya’ll.
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.
Full rebrand of 24 Hour Fitness.
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.
BodyArmor Sports Drink has a large portfolio of the best hydration in a bottle. So naturally they have a portfolio of partners from all walks of life, names like Carrie Underwood, soccer star Alex Morgan, and Nascar’s Ryan Blaney.
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 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), packaging, CRM, online videos, and enough “Pro Tips” as 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.
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.
After a couple hints from President Obama, we decided to set out across fourteen cities and 3,164 miles en route to Washington D.C. with the Slurpee Unity Tour. And introduce a new Slurpee flavor; “Purple for the People”, to bring both parties together.
Media coverage of the tour ranged from The Daily Show and Conan to CNN and Fox News – garnering a staggering 1.7 billion media impressions – in just two weeks.
Cannes / 2 Shortlist • Clio / Shortlist
After the terrifying on-field incident surrounding the Buffalo Bills’ Damar Hamlin, the American Heart Association wanted to act quickly on a spot that educated athletes on the importance of always being ready. To know exactly what to do when the unthinkable happens. To ‘Be Ready’ to save a life.
This spot was cast with (almost) entirely high school student athletes.
Working off the brand agency concept of “you’re not a bad person, you just need better internet”, we concepted this simple social campaign utilizing a series of unflattering frozen internet feeds we called #CableFace
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.
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.
The logo, the packaging, the photography, print, digital, email, social, and tv. When it came to launching this hot new product from Pizza Hut, we did it all.
It started with changing our logo to Pizza Hot on social channels. Teasing a spicy reveal. We created a breakthrough black box with tattoo-inspired art that was noticed across the country. Our photography in print, email, social, got mouths watering.
And a tv spot in English (and spanish) showed that you dont need any hot sauce for this one.
A simple packaging request to promote Tito’s Vodka for game day turned into a pretty cool design project.
We were tasked with finding a solve for promoting Tito’s for sports-watching during a window that included football, basketball, and baseball. The solve; an orange locker of course.
The sports-agnostic packaging was limited-edition, complete with X‘s and O’s, and even some small magnetic recipe cards on the inside to inspire batch cocktails for game day hosts.
Go, sports.
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.
7-Eleven turned their coffee bars into mock polling booths for the Presidential Election. In 2012, the promotion had over 7 million "votes," increased coffee sales and brought home two Cannes Lions.
Cannes / 2 Silver • National Addy / Gold
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.
As a partner of ESPN College Gameday, we created the same “Pro Tips” campaign we used for the NFL., This is a sample of the large series that was played leading in to commercial breaks on GameDay (as well as on ESPN online channels).
We helped launch an initiative with 7-Eleven in where we asked a handful of celebrities to design their very own coffee cup. In return, 7-Eleven gave their respective charities a cool $250,000.
We started with a cup-design kit, sent directly to celebrities. When they sent back artwork, we molded it to a cup and made it come to life on custom microsite. Then we took their artwork and put it in stores. We even built a skate park.
The celebrities then did several PR events with/for their charities. After all was said and done, the program received millions of dollars in PR, having been featured on television and national magazines. Around 35,000 Cup With A Cause cups were purchased every day.
