MOVE
THE ROCK

You don’t need a new tagline. Or a :15 video. Or a 360 campaign. You need to reverse dug-in behavior. Or make strangers crush on your brand. Or take down a bully. Big hard things. With finite resources. That’s where creative leverage comes in. It’s the disproportionate power of strategic creative that defies the category. See below for some basic physics in action.

Make Alexa part of the party

Thursday Night Football with Alexa

Let sad skiers let it all out

Schweitzer

Make a scary question less scary

SEATTLE CHILDREN’S

Rescue reluctant pet sitters

ROVER

Let pets set their hoomans free

Rover

Reframe aging as a shared experience

Aegis Living

Kill cybercrime with kindness

F5 APP SECURITY

Team big data with loud rah rah

AMAZON WEB SERVICES + NFL

Meet robo-skeptics halfway

Amazon Astro

Grab philanthropists by the risk-tolerance

Fred Hutch Cancer Research Center