Keep A Child Alive
KEEP A CHILD ALIVE
Elizabeth Santiso VP
Stephen Corlett Brand Dir.
Johnny Vulkan Part.
Timothy Joo Acct. Exec.
Stanley Lumax Acct. Dir.
Sarah Stabile PR Dir.
MEDIA AMBUSH OF THE IPHONE LAUNCH
With only $600, Keep A Child Alive, a small AIDS charity battling
bigger competitors and a charity-fatigued public, was able to
ambush the launch of Apple’s eagerly anticipated iPhone. The
organization galvanized the new digital landscape of networks
to own the mainstream media for a week, gather over 20 million media impressions and raise over $100,000 that saved literally
thousands of lives.
The North Face
THE NORTH FACE
John Livengood Exec. VP-Exec. Creative Dir.
Jason Stanfield Assoc. Creative Dir.-Art Dir.
Ray Page Assoc. Creative Dir.-Interactive
Matt Gilmore Copywriter
Phil Gillman Dir.-Interactive Production
Stacey Kryman Bus. Dir.
Jason Gingold Consumer Strategist
Michelle Estrada Media Strategist
Andrew Sirotnik Chief Experience Officer
Kent Deverell Prin.
In 2006, The North Face, a brand not known for footwear, set out
to gain distribution for a new line of endurance shoes. With Dean
Karnazes, poster boy for endurance running, the brand created
a historic expedition to demonstrate the boundaries of human
endurance, The North Face Endurance 50. The implausible and
never-before-attempted, jaw-dropping 50 marathons in 50 states
in 50 consecutive days helped propel The North Face’s endurance business by 208% between 2006 and 2008, an 832% increase