http://www.peterpawlick.com Peter Pawlick | Creative Strategist Wed, 08 Feb 2012 05:45:09 +0000 http://www.peterpawlick.com en http://peterpawlick.com/2766431/Havaianas http://peterpawlick.com/following/all/#2766431/Havaianas Wed, 08 Feb 2012 05:45:09 +0000 Peter Pawlick | Creative Strategist 2766431 <img src="http://payload23.cargocollective.com/1/5/176773/2766431/hav 6.jpg" border="0" width="670" height="502" width_o="1600" height_o="1200" align="left" /> <img src="http://payload23.cargocollective.com/1/5/176773/2766431/Wild Poster - 8th - 45th 2_8_650.jpg" border="0" width="650" height="464" width_o="1157" height_o="826" align="left" /> <img src="http://payload23.cargocollective.com/1/5/176773/2766431/hav13.jpg" border="0" width="670" height="502" width_o="1600" height_o="1200" align="left" /> <img src="http://payload23.cargocollective.com/1/5/176773/2766431/hav 1.jpg" border="0" width="670" height="502" width_o="1600" height_o="1200" align="left" /> <img src="http://payload23.cargocollective.com/1/5/176773/2766431/hav15.jpg" border="0" width="670" height="502" width_o="1600" height_o="1200" align="left" /> <img src="http://payload23.cargocollective.com/1/5/176773/2766431/hav12.jpg" border="0" width="670" height="479" width_o="1198" height_o="857" align="left" /> Client: Havaianas Agency: Cunning Role: Creative Strategy To help Havaianas promote its limited edition line of World Cup team sandals, we created a campaign around the eight best bars in NYC to watch the World Cup. The campaign launched with wild posters letting fans know where and when to see their favorite teams play. Working with each bar, we created custom staff team uniforms and product displays, as well as a series of Havaianas World Cup bar coasters that included a chance to win a pair of Havaianas. For 15 games days of the World Cup, our brand ambassadors drove between our eight bars in a custom 1968 VW bus, distributing Havaianas to fans and Tweeting their location along the way. Results: 14,011,697 estimated total impressions 66,000 coasters distributed Over 700 new Twitter followers Awards: MarCom Special Event (Gold), Promotion (Gold), and Social Media (Platinum). http://peterpawlick.com/2420593/Yotel http://peterpawlick.com/following/all/#2420593/Yotel Sun, 22 Jan 2012 00:25:52 +0000 Peter Pawlick | Creative Strategist 2420593 <img src="http://payload6.cargocollective.com/1/5/176773/2420593/rotating.png" border="0" width="670" height="377" width_o="1433" height_o="807" align="left" /> <img src="http://payload6.cargocollective.com/1/5/176773/2420593/pillow fight.png" border="0" width="670" height="375" width_o="1437" height_o="805" align="left" /> <img src="http://payload6.cargocollective.com/1/5/176773/2420593/preacher.png" border="0" width="670" height="375" width_o="1437" height_o="805" align="left" /> <img src="http://payload6.cargocollective.com/1/5/176773/2420593/scarlet.png" border="0" width="670" height="375" width_o="1438" height_o="805" align="left" /> <img src="http://payload6.cargocollective.com/1/5/176773/2420593/police.png" border="0" width="670" height="376" width_o="1437" height_o="807" align="left" /> <img src="http://payload6.cargocollective.com/1/5/176773/2420593/singer.png" border="0" width="670" height="375" width_o="1439" height_o="807" align="left" /> <img src="http://payload6.cargocollective.com/1/5/176773/2420593/chicken 2_1.png" border="0" width="670" height="378" width_o="1425" height_o="804" align="left" /> Client: Yotel Agency: Cunning Role: Creative Strategy Yotel hired us to help launch their first hotel in the U.S. Our challenge was to situate the brand within New York’s unique cultural landscape, and devise a communications strategy to bring it to life. Inspired by Yotel’s philosophy of streamlined user experience, we imagined what it would be like if you could experience New York culture faster, in the same way that you navigate through content online, getting a taste here and a taste there. What if you could see 100 performances in one night without having to worry about traveling around the city or paying for admissions? We decided to build a launch event around the idea of bite sized content, or “performance tapas”, using the hotel rooms themselves as a medium. Kind of like an offline YouTube. 100 simultaneous performances, each under 2 minutes, on six floors, in five genres. Upon arrival at Yotel's fourth floor Mission Control, guests were greeted by guides and invited into one of eight private lounges for a cocktail and a brief orientation before ascending to the performances. Small groups were led to one by one to the 12th floor where they found themselves immersed in what would later be described by Hotel Chatter as something like “a cross between a haunted house and a peep show”. At first, most guests intuitively assumed the respectful pace and posture of a visitor to an art installation, gliding politely past open doors with measured regard, perhaps reluctant to disturb the privacy of what would appear to be some very eccentric fellow hotel guests. However, the Fourth Wall began to crumble almost immediately as performers beckoned guests inside rooms and closed doors behind them. To accept an Oreo from a paper plate offered by a silk bathrobe-clad, Gibson-strumming Dave Hill, to be interrogated by a police officer at the murder scene of a giant pink gorilla (with a rather guilty-looking chicken looking on), or to shotgun a beer with post-prom revelers from The Harvard Sailing Team was to suspend disbelief and enter into this bizarro hotel world and as a participant. By the time guests began filing down the stairs to the 11th floor, they were exchanging knowing smiles. One blogger observed that the vibe was “equal parts cool kids and conservative suits” and indeed, the content and format of the event had a leveling effect that resulted in a sense of shared excitement not often observed in New York. “Even the Real Housewives-type women,” commented Jaunted, “lost inhibitions and were down with many of the kinkier scenes.” As the evening unfolded, word began to spread about specific experiences and encounters not to be missed. Some of the buzz focused on headlining talent (Reggie Watts, Kristen Schall) but just as much was over the obscure and the unknown. Regardless of prior awareness, guests were treated to more opportunities for discovery that could otherwise be had in three months’ worth of nightly performances. Results: Over 800 guests in attendance. Over 502,300 social media impressions <img src="http://payload6.cargocollective.com/1/5/176773/2420593/tumblr 2.png" border="0" width="670" height="476" width_o="1261" height_o="897" align="left" /> Client: Yotel Agency: Cunning Role: Creative Strategy Following the success of the Yotel launch event, we were retained to develop and implement a social media strategy for the new hotel. In order to establish a voice and a perspective for Yotel as a legitimate content resource, we enlisted experienced bloggers with expertise in Music & Nightlife, Shopping & Fashion, Food & Drink, and Art & Design. We also hired Dan Gould, former Executive Editor at PSFK, to serve as editor. We used Tumblr as our platform because its user profile was right for Yotel and because its interface was in keeping with the hotel’s streamlined philosophy. Our design referenced Yotel's architecture with capsules of content. Most hotel blogs function primarily to tout their own happenings. Under our direction, Yotel's blog has become a stand-alone expression of the Yotel brand and a resource in its own right. In less than four months of operation, it has become the most highly trafficked hotel blog in New York City, surpassing even The Ace and The Standard. Results: 8,770 monthly visitors 9,572 monthly visits 17,180 monthly page views Awards: MarCom Special Event (Gold), Marketing Campaign (Gold) http://peterpawlick.com/2420662/The-Skinny-Dipping-Report http://peterpawlick.com/following/all/#2420662/The-Skinny-Dipping-Report Sun, 22 Jan 2012 00:25:24 +0000 Peter Pawlick | Creative Strategist 2420662 The Skinny Dipping Report is a calendar and guide to swimming naked in beautiful places around the world. For each month of 2012, the report features a photograph sourced via Flickr from one of twelve international contributors, as well as the story of the photograph and a map of the location in which it was taken. The report also includes travel tips – how to get there, where to stay, what to eat and drink – and the moon cycle for each month, so as to better plan skinny dipping excursions around ambient lighting. The Skinny Dipping Report has been featured on Cool Hunting, UrbanDaddy, Refinery29, The Village Voice, City Magazine, and Playboy Argentina. <img src="http://payload6.cargocollective.com/1/5/176773/2420662/tsdr party_2.jpg" border="0" width="670" height="488" width_o="1316" height_o="959" align="left" /> Launch party, Lost Weekend NYC, December 2011 For more information and press links, visit our site.