Karen Hutchinson, Copywriter.

Interactive - Ranch v. Ketchup

Ketchup has long enjoyed its spot at the top of the condiment chain. But when Hidden Valley introduced their thicker, creamier Ranch called Hidden Valley for Everything, we had a new player in town. We decided to declare war on Ketchup and pit the bottles mano a mano in dance-offs, parkour, rap battles and a city-wide boxing match. Instead of traditional banners, we partnered with Buzzfeed to generate excitement and get the word out.

Watch "Clash of the Condiments"

Facebook - Pine-Sol Scent Sisters

Since Facebook is the cocktail party of the web and a bottle of cleaning solution doesn't exactly scream social, we personified each scent of Pine-Sol with socially recognizable characters. Fox example, Original Pine is the earth mother of the group. By giving each product a makeover, we were able to create fun, shareable content that really boosted the brand's fan count. When we launched a t-shirt giveaway featuring the girls, entry rates and buzz exceeded that of any other cleaning brand within Clorox, while our "people are talking about" numbers (that funny stat on Facebook) rivaled brands like Coke and Nike. It didn't hurt that they were designed by the awesome character creator Meomi.

We also did a few banners introducing the girls.

See the Scent Sister profiles

Watch the Scent Sister launch video

Interactive - Live Takes Visa Launch

Launching a new tagline for a brand like Visa is yooge. Our goal was to wallpaper the web with simple ads, ironic in their headlines and page placements. For example, an ad featuring a baby asleep on her mother's shoulder that read "Life Takes Crashpads" ran on parenting as well as rental and real estate sites.

The ads stood out in part because the imagery was all real - taken from Flickr as well as our own photo albums. (An ingenious idea from our ECD PJ Pereira.) With the art directors tied up in the more elaborate executions, I became the simple banner queen, finding images and writing headlines for about 18 of the 35 or so banners that eventually ran.

Here is just a smattering, one of which stars my own cat Frankie.

Notable award:
- Silver Addy

Character Concept - AKQA Future Lions

While at AKQA, I came up with a concept for a character that would launch the agency's Cannes competition for ad students.

Since it was called the Future Lions, I thought it would be appropriate to use the image of a baby lion, who's young and cute but becoming more deadly everyday. Much like ad students. My partner Darren Murata helped me develop the idea further and the beautiful design was created by the talented crew at Meomi.

This year, the cub finally made it into three dimensions when it became a vinyl toy that also served as the actual award statue.

Interactive - SunPower

This site re-design was a content challenge. I was in charge of not only the copy but also the content assessment, strategy and management. Basically, taking piles of powerpoints and PDFs and culling them down into informative and persuasive stories for the site's 3 main audiences. I handled the residential and utility sections and oversaw another writer who worked on bus/gov. I am also now a certified solar engineer. (Kidding.)

Interactive - Visa Signature

To support Visa Signature's Things to Do While You're Alive campaign, we created a site to help users get a taste of each extraordinary list item - through video, audio, downloads, you name it. I was the lead copy creative on a team that managed and packaged custom content from National Geographic, Concierge.com, CondeNet, Pandora and Fodor's, in addition to our own.

The campaign also included mobile apps - featuring wine pairing tools and celebrity chef podcasts - online ads and targeted search ads. All of these can be accessed through the link below.

Notable awards:
- Omma gold
- Gold Midas
- Adobe site of the day
- 6 Addys (2 silver, 4 gold)

Watch the case study

Print - Visa

Visa's first campaign to address their many layers of security.

Interactive - Visa

To show that Visa's security measures really do work, we found real people with real stories. In order to boost the credibility, we shot as many stories as the budget would allow - and the live site features 25. The accompanying ad campaign became Visa's first ever online video campaign.