Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 20 - Index

human truth, an insight into sleeping that Sealy is leveraging in a
way that gives people a clear, relevant and compelling reason to
purchase Sealy Posturepedic,” said Peter Krivkovich, president and
CEO of Cramer-Krasselt.
The campaign will also be rolled out to Sealy’s retailers nationwide
for use in retail advertising and in-store communications.
Additionally, CKPR, C-K’s public relations arm, is heading the
consumer PR outreach in conjunction with the marketing effort to
educate consumers about the new product line.
//www.c-k.com
FALLON / MINNEAPOLIS
Equinox:
Equinox is a print campaign for the upscale fitness chain shot
by noted fashion photog Ellen von Unwerth. The campaign,
“Happily Ever,” speaks to the overall life benefit of working out. The
campaign runs nationally with a video for the Equinox website,
print and cinema planned.
Everyone has a “Happily Ever” they’re working toward. Some idyllic
fantasy that will be the ultimate reward for working out. Each ad
features people living out their happily ever at its most compelling,
provocative outcome, a reminder that motivation can bring you a
little closer to your wildest dreams.
TheLadders:
TheLadders is a premium job site created exclusively for $100k-plus
people looking for $100k-plus jobs. This is Fallon’s first campaign for
TheLadders, with a national print and TV schedule, supported by
extensive online acquisition advertising.
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The advertising demonstrates TheLadders’ key point of difference
– to allow the best jobs and the best job seekers to stand apart
from the online masses. During a championship tennis match,
madness suddenly ensues as droves of people run onto the court
and try to get into the game.
This chaos illustrates the frustrating experience top job seekers
find at most career sites: that by letting everyone play, the best
people can’t win. The voiceover concludes, “Join TheLadders.
The premium job site for only $100k-plus jobs and only $100k-plus
people.”
//www.fallon.com
TWO BY FOUR / CHICAGO
Two by Four has restructured its Hammer Marketing group to focus
on the development of brand-driven promotional programs for
the retail environment.
SPLNTR, Two by Four’s design and interactive group launched in
late 2007, has experience rapid growth in 2008 and is working
with clients such as Navigon, W.F. Young, Madison Media Institute
and Grainger to develop digital marketing programs in the online
environment.
New Clients in 2008 include:
Turtle Wax – Strategic Planning and Retail Activation
Chicago Bears – Integrated Branding and Advertising
University of Chicago Medical Center – Sponsorship Activation
Bright Start – Strategic Planning and Advertising
//www.twoxfour.com
THE SAN JOSE GROUP / CHICAGO
The Illinois Bureau of Tourism:
The San Jose Group (SJG),
IBOT’s Hispanic agency of
record, created a new Spanish Web site (www.disfrutaillinois.com)
to promote Illinois tourism among Hispanic travelers. The new site
features an interactive home page, information about destinations
throughout the state and even stories from Chicago Hispanic
celebrities about their favorite destinations in Illinois. Travelers can
now also book their Illinois trip in Spanish via the Web site.
The unique, multimedia home page greets visitors with a kitchen
setting featuring two couples. Each person represents a different
personality type (amiable, analytical, expressive, and assertive),
making the site appealing to all trip planners.
The new site also features first-person stories from Telemundo
Chicago reporter Tsi-tsi-ki Felix and Jose Ovalle, artistic director of
the Mexican Folkloric Dance Company of Chicago, about their
own experiences in Illinois.