Awards :  

2016 Cannes Lions Bronze Lion, Promo & Activation

2016 Clio Awards Silver, Branded Content, Digital/Mobile

2017 Effie Awards, Bronze,  Personal Care

2017 Webby Awards, People's Voice, AN Honoree in Advertising, Media & PR - Best Use of Online Media

[ Self-Initiated Project ]

Today, kids turn to Google for all their questions. So for Father’s Day, Gillette celebrated a more valuable source of information—dads.

Go Ask Dad proved our point that dads can teach us more than any other thing in our lives. It encouraged teens to turn to their dads first instead of the Internet.

Another big lesson learned was the ads that don’t look like ads could perform better than ads with the razors.

With all the recognition and various performance Index, we were able to make this a recurring brief with sound budget.

There are people who travel for the food, people who go for the people, and people who go for selfies. But one thing all these people have in common—they’re people who know what they want and how to get it. They’ve spent years perfecting travel. And they always seem to know something everyone else doesn’t. Because IYTYK 
(If You Travel, 
You Know.)

If you see a part of yourselves in these unique archetypes and how far two global brands push themselves further from the rule book, YOU KNOW!

Centurion is the most exclusive card membership offered by American Express. It is our flagship product, sitting at the aspirational pinnacle of our brand hierarchy.

We were tasked to refresh and evolve Centurion branding to embody a global audience and the notion of cutting-edge luxury that reflects who Members are and what matters to them—a rich tapestry of cultures and connections with new, diverse communities.

We partnered Gillette with Stark Industries to create a new line of razor prototypes rebuilt with Avengers-inspired technology showing just how far too much innovation can go.

To bring this campaign to life, we staged a Stark Industries takeover stunt of Gillette's headquarters in Boston. We invited the local press, and comic book fans to experience the event filled with prototype razors, fireworks, and the real Stan Lee himself.

Awards:

2016 Cannes Lions 4 x Shortlist, Entertainment / promo & Activation

2016 Effie Awards Finalist, North America 

For the 2021 relaunch of the Platinum card, Amex wanted to reboot the old Platinum world that could read as unachievable or elitists and break out of the category cliché.

So, we explored a fresh new take to show an ever-present vibe, not one single vacation or one fleeting moment. Instead, an aspirational lifestyle comes with unique perks –like finding an airport oasis in the form of a Centurion Lounge, booking exclusive reservations to restaurants booked solid, landing tickets to the sold-out show.

We launched big during US Open, ranging from five TV spots, painted walls, print, digital OOH, and airport signage across all major US cities and 50+ airports.

Gillette provides a glimpse into the Olympic training for Neymar Jr., Ning Zetao, Ashton Eaton, and Andy Tennant as they work toward the Rio 2016 Olympic Games. Reaching their best is a beautiful thing, but the path, the sacrifices, the pain, and the anguish to attain precision, is anything but. Driving their story further is a custom music track written by Sia, and featuring producer Ariel Rechtshaid, rapper Pusha T, and percussion accompaniment Banda Olodum.  

Every day more than 130 Americans die from opioid overdoses. The most common cause of death—contaminated drugs. These are people who were prescribed opioids and then fell into heroin addiction. The most cause of death—contaminated drugs. To maximize profits, drug dealers lace their supply with lethal contaminants like fentanyl, carfentanil, and benzodiazepines.

The Overdose Stopper is the first-ever syringe with a built-in detection system for dangerous contaminants, turning the very object that was delivering death by overdose into a life-saving device.

In partnership with the Washington Heights Corner Project, New York’s leading harm reduction organization, we developed a reagent patch that is applied inside syringes to detect contaminants. The patch changes color when it comes in contact with a dangerous adulterant. And depending on the contaminant, the reagent changes to a different color allowing the system to detect any cut in the drug.

Rallying is about coming together. It’s the moment when we join forces, show our support, and stand behind something we care about. And when Baseball comes back, it’s time to rally behind the sport we cherish, the teams we love, the fans watching from home, and all the best moments Baseball has to offer.

A short video from Gillette celebrating the release of Rogue One: A Star Wars Story. Every Story Has a Face. A Rebel soldier’s battle begins not on the frontlines, but in the quiet moments of reflection before the alarm is sounded.

The outdoor category is full of clichés. Trite metaphors on how crossing the finish line, reaching a summit, or witnessing a sunrise represents life’s broader achievements. The irritating culture of “extreme sports.” It’s ripe for trolling.

So, we got a little inspiration from Red Bull's "Cliff Diving" events. And we created our version to launch "Go Wild, Folks" campaign. 

Instead of professional cliff divers we gathered any and all folks that are called 'Cliff'. They’re everyday guys that just happened to be called Cliff, or Clifford, or McCliffton, or Heathcliff… Well, you get it! 

The force has both sides. So as these cookies.

Open a pack of new Star Wars OREO cookies to discover your destiny. Will you join the Light Side? Or the Dark Side?

Weeks before the limited edition pack launched, we spread a playful conspiracy theory on Tumblr: that OREO cookies had been hidden throughout the Star Wars films since the beginning.

And to promote this cookie conspiracy, we brought in actor and Star Wars fan Josh Gad to share his thoughts and spread the word. Fans couldn’t get enough of the theory, and it was even confirmed by Luke Skywalker himself, Mark Hamill, which made it official, period.

RESULT

Impression // 112 media placements 979k+ impressions and 95k+ engagements across OREO organic social channels

Press // People, Hypebeast, Food & Wine, and Nerdist. Plus a shout-out from Late Night with Seth Meyers.

Travel is made up of many moments but it’s the personal moments when you’re able to be fully present in a time and place that make travel so fulfilling. 

Through all of our brands and experiences around the globe, we enable our real members to be present in their moment. Helping them to find personal fulfillment through travel.

So no matter where you go,  You Are Here.

Somewhere, there's a classroom where project managers and account people learn a secret vocabulary. One full of jargon so bland and repetitive that creatives throughout the ages have struggled to stay awake during meetings.

Since we all complain about these seemingly meaningless turns of phrase, I wanted to show the advertising world that yes, buzzwords are beautiful (in their own way).

Nothing special about taking street photography. Not everything I capture is a decisive moment. But sometimes a random, mundane scene of my surroundings fills up my memory bank way more vividly than anything else. 

All Photographs © 2017-2022 Garam Park.