02.18.10 | 3:26 pm
Sub Rosa was commissioned by Domaine Chandon to undertake a comprehensive redevelopment and redesign of Chandon.com. The redesign explored a myriad of new elements, including the development of an entirely new user architecture, creative direction, and technical infrastructure.
This redesign has been highly received by consumers and the brand has recognized significant increases in traffic and retention on the site. In addition, recent sales promotions from the brand have seen higher activity and increased purchase as a result of the redesign. We’ll drink to that.
02.18.10 | 3:14 pm
Sub Rosa developed a launch campaign for the new fragrance by Yves Saint Laurent, Parisienne. The campaign includes a new site featuring an amazing video of Kate Moss, a chance to win a trip to Paris for New Year’s Eve 2009, and a 5 city tour by female journalists seeking to uncover the Parisienne experience in each city. The ensemble’s journey began after a grand Parisienne Masquerade in NYC to revel in the spirit, or as the French would say, the ‘je ne sais quoi’ of Parisienne.
06.08.09 | 2:34 pm
It’s always tough when a fantastic brand asks you to cast beautiful women to feature in videos. Armani approached Sub Rosa to help them develop a series of how-to videos that featured their celebrity face designer Tim Quinn. In addition to shooting and editing these videos, we developed the creative for the website that would integrate this content and help consumers understand the breadth of products and techniques used to attain that Giorgio Armani look. The videos have received strong traffic and ultimately aided the brand in showcasing the full product line to consumers. Can’t wait until we can do it again!
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05.30.09 | 12:30 am
Sub Rosa was engaged by L’Oréal to launch Diesel’s newest fragrance, Only The Brave. It was the opportunity for the brand to engage with creative consumers to elicit intrigue and participate in an authentic way with influential consumers. Targeting artists in key communities to create original artwork under the theme of bravery became the launching point for what grew into a highly successful campaign. Through a collaboration with our friends at the Keystone Design Union we were able to create over 75 original pieces of art from 30 artists in over 20 countries (including a massive typographic sculpture of the word “brave” by artist Bob Partington). The pieces were unveiled in a gallery show here in NY during April and then traveled to Miami for another showing at the famed Moore Building in the design district.
The digital aspect of this campaign was as exciting as the gallery work. The site housed campaign content, including a triptych video produced in tandem with LEGS (of Pete the Meat Puppet fame) to look at the aspects of Bravery through the lenses of Heart, Mind and Nerve (the attributes that can comprise bravery). The fragrance received visibility and awareness through events and media in [,,,,,,]
05.29.09 | 3:06 pm
The Kiehl’s campaign launched on Earth Day 2009 featured a series of limited edition artwork created by celebrities in support of the new Argan product line. Sub Rosa developed a microsite and a series of functionality and awareness elements to help drive traffic and buzz for the products as well as the charitable efforts built to support of the Waterkeeper Alliance. In an effort to keep conversation going with consumers, we put together an editorial team to provide daily blogging and social media activity–keeping the voracious content appetite of the Kiehl’s consumer consistently fed.
05.28.09 | 2:05 pm
As a host at the 99% Conference, Sub Rosa orchestrated a Lower East Side Scavenger Hunt asking participants to find inspiration by the art, culture and design of the neighborhood. Participants were teamed up in pairs, equipped with mobile phones, a digital camera and a list of 99 items to find in 1.5 hours. The team with the highest number of collected items at the end of the hunt won. Check out the Flickr feed of the shots from around the neighborhood.
05.27.09 | 3:19 pm
In 2009 Panasonic took the idea of improving consumer’s lives through technology to the next level. Over 50 families were selected from around the country to receive a full suite of Panasonic HD gear and truly learn how to live their lives in HD. Sub Rosa created the creative direction and design for the website where families were encouraged to share their experiences with the technology and how having access and a little education in the realm of digital have helped to make their lives (and the documentation of their families) that much more rewarding. All new HD content, how-to demos and integrated sharing were added to improve the overall site experience. That said, we still don’t really want to see your slide show from Colonial Williamsburg. Some things are better kept within the family.
05.26.09 | 12:26 pm
In our most recent collaboration with the Mountain Dew brand we were approached to help them present to consumers the history of the brand, from its moonshine-chaser roots to extreme sports and beyond (PS, if you haven’t seen the commercial with a young Brad Pitt, you should totally YouTube that thing). Sub Rosa developed an animated short that takes consumers through the brands history and developed an interactive timeline that let consumers explore the full range of packaging and advertising incarnations from the brand throughout history. The voiceover casting for this piece might have been one of the all-time most entertaining experiences for our team. Yahooooo Mountain Dew!
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05.24.09 | 2:12 pm
For the recent launch of Absolut Mango, we collaborated with our friends at laundrymat to develop a motion graphics piece leveraging the brand’s illustrative style for a short form in-store display and online pre-roll. You may have seen this running on Hulu or on rotation at your local liquor store. We recommend trying Mango w/ the recipe found at the end of the piece. It’s tasty.
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05.23.09 | 3:57 pm
Who wants to play H-O-R-S-E with LeBron? That was the question Cub Cadet asked Sub Rosa to help share with consumers. Applicants were encouraged to submit videos that showcased their best “trick shot” for a chance to play against LeBron. Sub Rosa shot a spot that would promote “LeBron’s Trick Shot Challenge” and built the digital experience that housed the campaign. The campaign and the spot received coverage on a variety of news and sports channels and was a great success for the brand in garnering awareness about their partnership with LeBron. The winner won $10,000 in Cub Cadet products and went out to the Venice Beach basketball courts (which you should remember from White Men Can’t Jump) to play against LeBron. Craziest part? The guy BEAT LEBRON two out of three times. While we’re happy for him, we still wish our behind the backboard jumper would’ve put us in the running. We practiced all week on that shot.
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05.22.09 | 3:40 pm
Born out of the success of Mountain Dew’s first Green Label program, Green Label Sound was launched to reach the emerging and independent music market with an authentic and meaningful campaign. Partnerships with fresh, new talent, a comprehensive digital program including awareness and a campaign site, outdoor media, and events in several markets have all come together to make Green Label Sound a successful program in the growth of the Mountain Dew brand.
05.21.09 | 1:14 am
Green Label Art is a limited-edition artist series presented by Mountain Dew. We were approached by Mountain Dew in 2008 to help the brand make a transition to a new consumer group outside of the extreme sports world. Our recommendation was to develop a program that would engage the underground art community through a variety of tactical and creative executions.
The program has been built by Sub Rosa to include the creation of custom-designed bottles by some of the country’s preeminent artists. Additionally, a digital strategy including a campaign site with artist videos, a design your own bottle contest, and an art and culture blog have helped bolster the campaign’s reach. Coupled with a sound online PR program that garnered significant news and blog coverage, events in over 12 markets, and a series of point-of-sale, outdoor, and TV advertising, the Green Label Art program has proven to be an authentic and powerful initiative aimed at reaching influential consumers and positioning the brand in an entirely new light.
The campaign was touted as the “most successful campaign in the brand’s history” and helped to put the Mountain Dew brand in a new segment of consumer culture.
Teaser
Part of the Green Label Art program for [,,,,,,]
05.20.09 | 1:23 am
Dewmocracy was a first-of-its-kind consumer collaboration initiative to create an original beverage for Mountain Dew. The campaign, which asked consumers to choose from a variety of product attributes, ultimately producing three winning flavors that have hit stores nationally. Sub Rosa developed a series of viral web videos and outdoor media in support of the campaign and to garner awareness from consumers both digitally, and on street level. Step into any convenience store and check out Voltage, the first truly consumer-generated soda ever created. It’s delicious.
05.19.09 | 1:06 pm
Tommy Hilfiger, DKNY, Sean John
Estée Lauder has commissioned Sub Rosa to develop campaigns for a variety of their fragrance lines. Instead of going into great detail on each one, we can sum up the work collectively in this post with some basic information. The agency developed the entire digital style guide for each brand that then informed the site creative, technology, and viral awareness initiatives. These sites were integrated with Estée’s global technology teams to be disseminated around the world and give the respective brands a global digital presence (while making the world smell that much better).
05.18.09 | 1:01 am
CAA’s trends and insights division, The Intelligence Group, hired Sub Rosa to complete a creative and technical overhaul of their existing trendscouting website TrendCentral. The new site launched with a custom-built content management system and a variety of functionality for the creation and dissemination of content to their user base. As the relationship has grown, we’ve continued to work with the TrendCentral team to enhance the site and offer up ways to help them find the trends that keep consumers and marketers in the know.
05.17.09 | 12:59 am
Sub Rosa has worked with both Microsoft and their public relations team at Waggener Edstrom on a variety of programs ranging from the launch of Lebron James’ MSN portal to a variety of consumer goods launches such as the Microsoft Zune, Microsoft Home Server, and others. While everyone loves to take jabs at Microsoft lately, we’ve got to say they were great to work with and showed a fantastic understanding of consumer needs with respect to the projects we developed. Here’s to platform agnosticism!