CONVERSE
Geoff Cottrill
Dennie Wendt
ANOMALY
Mike Byrne
Chet Gulland
Stan Chin
Stephen Corlett
Andrew Loevenguth
Ian Ghent
Ross Aboud
CMO
VP-Mktg., N. Amer.
Exec. Creative Dir.
Co-Creator-Media Strategist
Co-Creator-Creative Strategist
Brand Dir.
Exec. Producer
Creative
Creative
MEDIA IDEA
Apple
APPLE INC.
TBWA\MEDIA ARTS LAB
Lee Clow
James Vincent
Elena Hale
Eric Starr
Duncan Milner
Eric Grunbaum
Jason Sperling
Chuck Monn
Meghann Haven
OMD
Amy Stettler
CCO
Pres.
Exec. Dir.-Strategy
Sr. Acct. Planner
Exec. Creative Dir.
Exec. Creative Dir.
Creative Dir.-Copywriter
Assoc. Creative Dir.-Art Dir.
Acct. Super.
Global Acct. Dir.
DOMAINATION
The objective was to disrupt. Google is the new gateway to culture,
a window to Converse’s audience. The first step was to identify the
searches the Converse audience was making, but no brand was
buying. The idea was to create an entirely new use for Google
Search, dubbed Domaination, a platform to dominate search
marketing and destroy the perception of the microsite. On a slim
budget of $100,000, the campaign attracted over 600,000 unique
visitors, more than double the goal, and beat a traditional cost/
visitor by 2600%.
GET A MAC CONTEXTUAL CAMPAIGN
With this campaign running strong across TV networks for two years,
the challenge was expanding its impact by taking it online. How do
you take a brand that is defined by being simple, human and intuitive
into an online environment that is anything but? The medium had to
change, not the brand. So, the brand partnered with Web sites like
The New York Times to redesign its home pages around Apple ads
for 100% share-of-voice. With engagement and click-through rates
far beyond industry standards, the online campaign exceeded
expectations, and more importantly, found a way to be Apple online.
