This past week, the ad community was up in arms over the fake WWF/ 9-11 ad produced by DDB Brazil. But while ad publications and blogs were busy ripping DDB and the One Show (who awarded the fake ad a merit award), Arson co-founder and creative director Matt Morin was busy solving the problem.
On his personal blog, The Dog & Pony Show, Matt crafted a set of rules and punishments that would effectively deter agencies and individuals from entering scam ads in award shows. The One Show read the post and used them as the basis for the toughest scam ad rules in any advertising award show in the world.
See Matt’s other posts on the controversy here, here, and here.
For the third annual Feed the Beat competition Taco Bell wanted to let the fans vote. Our solution was a virtual music festival where you could listen to tracks, learn more about the bands and vote on your favorites. The site even featured its own game, Pass the Taco, where players were challenged with getting a taco up to the front of the crowd to feed the band on stage. The only thing missing from this festival was the long lines for the bathrooms. 
A fully integrated campaign to launch Intel’s new Centrino 2 technology to small businesses. The campaign targeted specific small biz segments with print, banners, micro site, email and more. 
For the brand campaign, we took the language that real Giants fans speak and invited casual fans to join the club with transit advertising. Online was used as a direct-response channel to remind fans about things like opening day and the All-Star Game.
Shanti provides education, practical assistance, and emotional support to people in need and shares over 30 years of experience with organizations nationwide through its training and consultation programs. What really inspired us was the stories of transformation shared with us by so many clients. These stories and the clients themselves as models were the foundation of this campaign.
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In store posters introducing a new line of Jamba Juice smoothies. The characters were used for MySpace pages, online rich media, radio spots, gift cards and more.
Matt Morin interviewed by NY Times for anti-scam article.
Fresh off helping the One Show create tough new anti-scam rules, the NY Times interviewed me as part of a story on the controversy and fall-out. I thought it was kind of cool – it’s the first time I’ve been interviewed by the Times.
The full story is here.