Elizabeth Warner

Featured at Cannes and winner of Digiday’s Best Use of Retail Media 2024, the Spring Grilling program was deeply rooted in a customer insight: March sees the highest level of grilling items purchased - the same rate as Memorial Day weekend. Why? Well, we realized that our customers are ready to fire up the grill as soon as the time changes and it’s light out earlier.

So what better way to have our customers reignite their flame than to celebrate the overlooked, yet important, springtime grilling season. Featuring a full omni-channel campaign with a parking lot event, livestream, cookbook author and influencer and full digital experience.

Season 3 launching April 2025.

COMING SOON!

Quaker was launching its first new flavor in years, and they needed something that would reignite the excitement in a slowing category. Enter Quaker Maple Bacon (or QUAMBO, as we lovingly nicknamed it). We realized that no food was in more need for a makeover than oatmeal, and what better way to do that than with bacon (a food that makes everything better - for our customer, even when dollars are stretched, they does not abandon bacon.) So we created a full experience where customers could reimagine how oatmeal plays a role in the day.

Volvo wanted to break down the resistance to EVs and disarm those who were EV-curious by showing how approachable they really are. Enter #EVasABC, a Twitter-exclusive video featuring kids sharing 26 fun, easy facts about vehicles electrification.

https://twitter.com/VolvoCarUSA/status/1490686810468585472

There’s no one more braggadocious than a gamer. There’s no better place to be braggadocious than on Twitter. For Call of Duty’s Warzone launch and anniversary, we wanted to give a voice to all that swagger. What would happen if you were able to Tweet out your Warzone stats straight from Twitter, to give credence to all those kills, wins and other stats?

Well, you reach #1 trending status and win a few awards: Webby Winner 2021 & Shorty Award Winner, 2022

This project came in as request for case study videos of drones inspecting oil rigs. As Intel moves from being a PC company to a data company - and turns its focus to emerging technology - it was important for us not to simply talk about what these new products do, but why they matter.

We chose to launch this product line focusing on climate change research. Instead of traditional B2B advertising featuring a senior business decision maker talking about why drones helped their business, we showed the serious work a drone can take on and the unexpected impact it can have. We told the story of Intel drones changing the way scientists tracked polar bears: turning a months-long, harrowing process into a short, drone-lead expedition, keeping the animals and researchers safe. We also created a short tech cut to highlight product features. Partnering with the New York Times, we were able to showcase why Intel drones matter - for businesses, for science, for the planet.

As Intel was trying to move beyond computer chips, to gain share of mind in emerging technologies, it was important to tell a different type of innovation story to our audience. We needed to connect on a more personal level.

So we couldn’t just talk about algorithms, artificial intelligence and drones. We had to tell a story about the fate of humanity.

To do that, we needed to convince people that advancing whale research with emerging technologies wasn’t just beneficial for whales, it was critical to our own survival. Every second breath we take comes from our oceans, and without the right tools to study ocean health, our understanding would remain in the dark ages.

This is another project that came in as a drones technology assignment, but we were able to elevate the storyline from a case study to a statement of where our brand is going. We drove reach and influence through a partnership with the New York Times and showcased how our technology radically changes whale research moving forward. We also created a Tech for Good platform out of this piece and the polar bears work.

Based on these brand pieces and other work, our brand tracker has shown an increase in Intel being relevant to business growth. It also contributed to a 3 percentage point lift in Intel’s market share of voice in artificial intelligence.

This film was a FastCo World Changing Idea Finalist & Webby Finalist in 2018.

The Great Wall film is another in the series of drones and AI being used beyond their original intention to create a much larger impact. This time it was the story of using emerging tech to restore one of the seven wonders of the world.

One-third of the Great Wall of China has disintegrated. As a revered part of Chinese history and culture, many generations before have tried to restore and protect it. Yet Chinese Millennials have lost touch with the meaning of this historic wonder. Intel set out to give this younger audience reason to care: use tech of the future to save a relic of the past in a way that no other generation has been able to do.

The first chapter of this series garnered 10M+ YouTube views, the highest for any Intel brand activations. We also drove reach and influence through a partnership with the Washington Post.

Every year, as small business owners get seduced by the promise of new technology (think tablets, smartphones, cloud services), PCs tend to get pushed further down the tech priority list. Ever cost conscious, SBOs think they are saving their business money by putting off PC purchases and having their employees plow through their day on 5-year old PCs. What they don’t realize is that every computer crash, every reboot, every time an employee helps another employee out, it costs them a lot of money — and they don’t even realize it.

We wanted to showcase pivotal moments to provoke small business owners to think differently about the importance of a new PC on their business growth.   

This was a global campaign, and the content was adapted for Australia, PRC, Japan and in India, focusing on the Goods & Sales Tax.

The campaign drove 2X the recognition of previous small business campaigns and drove a lift in our KPI that PCs will benefit your business by +11 percentage points in the US, +9 in PRC and +12 in India. It also drove a +14 percentage point lift in purchase intent.

This project strategy was so successful that it was picked up by our enterprise team. It also became the model for global campaigns.

The Smithsonian American Art Museum’s mission is to diffuse knowledge among humankind. In 2018, its ambition was to more than triple its reach to 1B people. But the museum is limited by its physical space: less than 2% of the 157 million artifacts are on display. And limited by its reach: Smithsonian attendance was 30 million in 2017.

So we needed to convince our audience that Intel emerging technology is the only way to scale the museum experience for the world to see.

Using extremely high levels of processing, Intel created a social VR experience with Sansar, thereby allowing people to visit the museum with friends and family around the country and the world.

We partnered with the New York Times to extend reach and impact. Intel was able to help the Smithsonian American Art Museum reach their goal, so now instead of the world coming to the museum, the museum can go out to the world.

This project won a prestigious internal award at Intel for risk-taking.

The generally held principle about technology in schools is about access: every kids needs a computer. And with that computer, access to the internet, google slides and school platforms is enough.

The reality is that Fourth Industrial Revolution is upon us, which will result in new jobs that don’t exist today. The way we live, work and play will be transformed.

The problem is that you need high-powered processing power to prepare kids for the future, but we are using low-powered laptops of the past to do it.

We need to upgrade the technology in the classrooms today to be more powerful, to teach kids what they need to succeed in jobs of the future: collaboration, creativity, critical thinking and communication. We have to change the way they learn if we are to prepare them for the work of the future.

So Intel set out to demonstrate how education outcomes change when high-powered processing enters the picture.

Virgin America’s flyers loved Virgin more than any consumer loved any airline, yet they still were choosing United and American. We needed to a clever way to hold up a mirror to the choices they were actually making (oh, and do it with the $50K leftover budget from the high-dollar OOH shoot). The result: Blah Airlines, the first 5 hour and 45 minute commercial (the length of the flight from JFK to SFO) about the horror of not flying Virgin America. If you wouldn’t watch it for that long, why would you fly it?

It garnered $5M in earned media, a Contagious Magazine strategy article and a subculture of watching the video on YouTube.

Blah Airlines had its own FB page, website and three people even applied for jobs at that prestigious and exciting airline.

Blah Airlines won a Cannes Bronze Lion & three One Show Pencils in 2015.

Union Bank was embarking on a brand launch to a post-Occupy, bank-leary audience, who honestly didn’t want to hear anything from a bank. It wasn’t great timing, but Union Bank had a great story to tell. We just had to find the right way to tell it.

With deep roots in commercial banking, Union Bank knew that operating by your values and building long-term relationships was important. If your customers aren’t around, neither is your bank, so you need to take of customers to take care of business.

We landed on “Doing right, it’s just business” and had Maya Angelou’s beautiful wisdom represent these values.

Awareness increased, sales increased, but most importantly, in that volatile landscape, Union Bank moved from #22 to #1 on American Banker's reputation survey.

This was an Effie finalist in 2014.

The brand idea for Dignity Health was simple: all people really need to heal is a little bit of humanity. The brand work was receiving rave reviews, but the service line ads left a lot to be desired. We needed to infuse those messages with the same authenticity, poignancy and heart string tugs.

We tapped into insights for each service line, used found footage where possible and delivered a line of spots for birthing centers, ER, cardiology and other lines of business.

Dignity Health brand awareness grew 33% year-over-year while these campaigns were running.

Visa, the leading credit and debit card issuer, was getting pummeled by MasterCard in the community bank sector. Small banks were feeling especially vulnerable during the wildly changing payments landscape of 2016. MasterCard knew how to play the underdog card to these small issuers, and Visa was losing significant market share. MasterCard was especially opportunistic, as they used the EMV conversion as an advantageous time for banks to defect from Visa.

Visa needed to show up in a way they never had before for these small issuers. They needed to be present at conventions, they needed to create content aimed at community banks and they needed to downplay the superficial advances of MasterCard. After the creation of a custom website, messaging and content to give small banks a leg up, we were able to stem the defection to MasterCard.