https://rosscidlowski.com ross cidlowski official Mon, 28 Oct 2019 02:26:09 +0000 https://rosscidlowski.com en https://rosscidlowski.com/Slideshow Mon, 28 Oct 2019 02:26:03 +0000 ross cidlowski official https://rosscidlowski.com/Slideshow &nbsp; Meaningful Insights that guide marketing transformaton https://rosscidlowski.com/Featured-Projects Mon, 28 Oct 2019 02:26:04 +0000 ross cidlowski official https://rosscidlowski.com/Featured-Projects IBM ThinkThe quintessential IBM Experience <img width="891" height="671" width_o="891" height_o="671" data-src="https://freight.cargo.site/t/original/i/aac4bcb97c38ea1385414220610b7b1b5c4739c1ac5fdf2451337d17a069f853/Screen-Shot-2019-09-09-at-2.49.53-PM.png" data-mid="53558372" border="0" src="https://freight.cargo.site/w/891/i/aac4bcb97c38ea1385414220610b7b1b5c4739c1ac5fdf2451337d17a069f853/Screen-Shot-2019-09-09-at-2.49.53-PM.png" /> Si BonScratch baking the next luxury cookie <img width="639" height="306" width_o="639" height_o="306" data-src="https://freight.cargo.site/t/original/i/ffb4681d529e4ef13bb87f4580ba6f9861fed3a0add211d6663c9e0013199f1c/Screen-Shot-2017-01-17-at-1.59.36-PM_639.png" data-mid="53565585" border="0" src="https://freight.cargo.site/w/639/i/ffb4681d529e4ef13bb87f4580ba6f9861fed3a0add211d6663c9e0013199f1c/Screen-Shot-2017-01-17-at-1.59.36-PM_639.png" /> NikeConnecting global cultures in style <img width="558" height="390" width_o="558" height_o="390" data-src="https://freight.cargo.site/t/original/i/e345a2d8e54cc5683c26e0ec7d72cb77b259416c46754c9b30cfd6052fba73d8/Screen-shot-2014-01-08-at-10.48.13-PM_558.jpg" data-mid="53589387" border="0" src="https://freight.cargo.site/w/558/i/e345a2d8e54cc5683c26e0ec7d72cb77b259416c46754c9b30cfd6052fba73d8/Screen-shot-2014-01-08-at-10.48.13-PM_558.jpg" /> GatoradeCharting a nutrition future <img width="275" height="151" width_o="275" height_o="151" data-src="https://freight.cargo.site/t/original/i/456cf1a66f01e4e3cf57564ac33257caf967b62c2bd1d5bf3b23203632d224a1/prt_275x151_1389236297.jpg" data-mid="53589364" border="0" src="https://freight.cargo.site/w/275/i/456cf1a66f01e4e3cf57564ac33257caf967b62c2bd1d5bf3b23203632d224a1/prt_275x151_1389236297.jpg" /> Bank of AmericaFlipping economic uncertainty <img width="4002" height="2203" width_o="4002" height_o="2203" data-src="https://freight.cargo.site/t/original/i/bd6b5f9a2a7f6ed7709cd54753f751b1a52089afc24bb0eee51ad87bd4698076/xxxx-1.jpg" data-mid="53589563" border="0" src="https://freight.cargo.site/w/1000/i/bd6b5f9a2a7f6ed7709cd54753f751b1a52089afc24bb0eee51ad87bd4698076/xxxx-1.jpg" /> Mind Your MedsTaking prescription drugs seriously <img width="1000" height="690" width_o="1000" height_o="690" data-src="https://freight.cargo.site/t/original/i/7eb9e1f4aadb26a291fe8d7e3c382be5a573114b5e1c093d355ac040e1e83a69/Screen-Shot-2015-09-29-at-1.19.14-PM_1000.png" data-mid="53565520" border="0" src="https://freight.cargo.site/w/1000/i/7eb9e1f4aadb26a291fe8d7e3c382be5a573114b5e1c093d355ac040e1e83a69/Screen-Shot-2015-09-29-at-1.19.14-PM_1000.png" /> #WeGotYouWorld’s first emoji anti-drug PSA <img width="508" height="193" width_o="508" height_o="193" data-src="https://freight.cargo.site/t/original/i/487b5befe97ff30a041db60478ec86259fabbd6f57ec009cda73379dc80cbf2a/Picture1.png" data-mid="53566306" border="0" src="https://freight.cargo.site/w/508/i/487b5befe97ff30a041db60478ec86259fabbd6f57ec009cda73379dc80cbf2a/Picture1.png" /> ESPNBuilding brand experiences for fans <img width="275" height="222" width_o="275" height_o="222" data-src="https://freight.cargo.site/t/original/i/1f3cd61bd6f69f2a4f83257278703bafe46a4e9c33b4a3d2e5ed6c47cd819341/prt_275x222_1389236583.jpg" data-mid="53589629" border="0" src="https://freight.cargo.site/w/275/i/1f3cd61bd6f69f2a4f83257278703bafe46a4e9c33b4a3d2e5ed6c47cd819341/prt_275x222_1389236583.jpg" /> Mountain DewReinvigorating Dew’s lost mojo <img width="275" height="177" width_o="275" height_o="177" data-src="https://freight.cargo.site/t/original/i/2f18050d16f50234ea5541e682db228d4b546e80b61e84534160f6266b3d00a4/prt_275x177_1389236346.jpg" data-mid="53589390" border="0" src="https://freight.cargo.site/w/275/i/2f18050d16f50234ea5541e682db228d4b546e80b61e84534160f6266b3d00a4/prt_275x177_1389236346.jpg" /> TweetheartsTurning tweets into treats &nbsp; <img width="605" height="278" width_o="605" height_o="278" data-src="https://freight.cargo.site/t/original/i/20ead97e2cf573cd8fb8af7421904d18089764fec5bccef079ef138c006e9d0a/Screen-Shot-2019-09-30-at-11.58.29-AM.png" data-mid="53589794" border="0" src="https://freight.cargo.site/w/605/i/20ead97e2cf573cd8fb8af7421904d18089764fec5bccef079ef138c006e9d0a/Screen-Shot-2019-09-30-at-11.58.29-AM.png" /> More&nbsp;Work ︎ https://rosscidlowski.com/Capabilities Mon, 28 Oct 2019 02:26:04 +0000 ross cidlowski official https://rosscidlowski.com/Capabilities Insights Qualitative Quantitative Ethnographies Persona Development Industry ReportingCultural ImmersionsWorkshopsFocus Group Facilitation Strategy Brand StrategyContent Strategy Marketing StrategyGTM Strategy Experiential StrategySocial Strategy PositioningChannel Strategy Digital Transformation Communications Integrated Comms Planning Journey Mapping Messaging Content Loyalty &amp; lifestyle Innovation Product Development Service Design https://rosscidlowski.com/How-I-Work Mon, 28 Oct 2019 02:26:09 +0000 ross cidlowski official https://rosscidlowski.com/How-I-Work <img width="1024" height="702" width_o="1024" height_o="702" data-src="https://freight.cargo.site/t/original/i/020d1bbb8ea88e87357b012c53d7aead84d5b2ce02457f95d53f8afb79a48c81/451357766_643fd31b37_b_o.jpg" data-mid="53696042" border="0" src="https://freight.cargo.site/w/1000/i/020d1bbb8ea88e87357b012c53d7aead84d5b2ce02457f95d53f8afb79a48c81/451357766_643fd31b37_b_o.jpg" /> How I Work On-Demand is real-time strategy support to make your ideas happen. Talk or Facetime with an experienced strategic brain for rapid-fire problem solving -&nbsp; from kicking a project off to managing resources to generating big ideas overnight.&nbsp; Sprint is a 1-2 week hypothesis investigation.&nbsp; Project&nbsp;is several weeks to several months tackling a specific problem or task.Embed&nbsp;is a 24/7 always-on integrating within your business and culture to proactively anticipate and solve challenges. &nbsp; Interested in finding out more? --tavaruasurf@gmail.com &nbsp;&nbsp;&nbsp; &nbsp; &nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp; &nbsp;&nbsp; &nbsp;&nbsp; https://rosscidlowski.com/Bio Sun, 05 Jan 2014 19:18:30 +0000 ross cidlowski official https://rosscidlowski.com/Bio <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/d3543101a7aed5726d9d39fa22026b623ec52e9e86e30e26e98ca7ef0d9ecf39/GOPR1293.jpg" data-mid="53693461" border="0" src="https://freight.cargo.site/w/1000/i/d3543101a7aed5726d9d39fa22026b623ec52e9e86e30e26e98ca7ef0d9ecf39/GOPR1293.jpg" /> I'm a consumption artist, seasoned strategic marketer and brand innovator creating impactful strategies at the intersections of culture, consumption, and content. I articulate new and empowering strategic visions that evolve and grow businesses, while developing the roadmaps to get there. 15+ years of experience leading cross-functional teams to grow brands with strategic rigor while delivering measurable results across CPG, technology, healthcare, fashion, food, retail, financial services, education, spirits and sports categories. In the name of good work I've:Driven a coffee truck across New England &nbsp;Launched a global beer brand with consumer sketches &amp; rumors&nbsp;Invented a luxury french cookie brand from scratch &nbsp;Helped create a coveted custom Air Force I to stoke a beer launch &nbsp;Flew at trapeze school for qualitative research on emotion of wonder&nbsp;Constructed a sensory lab for beverage ideation &nbsp;Attacked by a kung fu master for a cardio project&nbsp;Sampled hundreds of candy bar prototypes to build a better candy carRevamped new employee onboarding for a global search tech giant Humbled to have been fortunate to pick up a few awards along the way including Cannes, Advertising Research Federation, Clio, International Food &amp; Beverage, Hatch Awards and the One Show. My thoughts have previously appeared in Advertising’s Young Minds, LVHRD, Marketing Magazine &amp; Murketing. tavaruasurf@gmail.com <img width="73" height="73" width_o="73" height_o="73" data-src="https://freight.cargo.site/t/original/i/85eeb801665cf99709b44938ebc0fc12570acba2a29da7122fc0227d127cad64/eightbit-2a8733ab-e861-47cc-90ea-04f8c017b341_bigger_4_o.png" data-mid="53521255" border="0" src="https://freight.cargo.site/w/73/i/85eeb801665cf99709b44938ebc0fc12570acba2a29da7122fc0227d127cad64/eightbit-2a8733ab-e861-47cc-90ea-04f8c017b341_bigger_4_o.png" /> https://rosscidlowski.com/IBM-Think Mon, 28 Oct 2019 02:26:05 +0000 ross cidlowski official https://rosscidlowski.com/IBM-Think IBM Think The quintessential IBM experience <img width="1120" height="630" width_o="1120" height_o="630" data-src="https://freight.cargo.site/t/original/i/b98ff09062118e3c05be3ec8ce2fef3d9df903812523171854d3c15ce0f96b74/Screen-Shot-2019-10-28-at-1.56.49-PM.png" data-mid="53563087" border="0" src="https://freight.cargo.site/w/1000/i/b98ff09062118e3c05be3ec8ce2fef3d9df903812523171854d3c15ce0f96b74/Screen-Shot-2019-10-28-at-1.56.49-PM.png" /> IBM's flagship conference, Think, gathers visionaries, technologists, innovators, programmers and business leaders to convene, inspire and learn. Whether it's creating for the cloud, innovating with IoT, breaking barriers with AI and blockchain, or solving the unsolvable with quantum computing Think is a foremost forum for changing the way the world works by putting smart to work. <img width="973" height="572" width_o="973" height_o="572" data-src="https://freight.cargo.site/t/original/i/1ede89a39e0475b7cfbe8e0e03660851a9bf4e3a9e4a4f7dc58a5b14d49cc0db/Screen-Shot-2019-10-28-at-2.05.19-PM.png" data-mid="53563358" border="0" src="https://freight.cargo.site/w/973/i/1ede89a39e0475b7cfbe8e0e03660851a9bf4e3a9e4a4f7dc58a5b14d49cc0db/Screen-Shot-2019-10-28-at-2.05.19-PM.png" /> Think by the numbers&nbsp;4000+ leads&nbsp;$3.7B in potential lead revenue26000+ attendees3,100 unique speakers&nbsp;2,162 Break out Sessions$10.5m in sponsorship revenue175 Businesss Partner Sponsors&nbsp;116 San Francisco hotels booked We partnered with IBM to develop a comprehensive conference strategy that laid the foundation for experiential success from ticket purchase to space and material design to content experiences and event management across the week. One crucial shift was furthering a new brand engagement model, away from solutions to customer-centric behavior, focused on how IBM clients use smarter technology and tech services to change the world. <img width="1093" height="614" width_o="1093" height_o="614" data-src="https://freight.cargo.site/t/original/i/05e823ffce364008e6a2975e8ef60441142210e610c6eb5c66f5cda3991c7404/Screen-Shot-2019-10-28-at-2.19.02-PM.png" data-mid="53564234" border="0" src="https://freight.cargo.site/w/1000/i/05e823ffce364008e6a2975e8ef60441142210e610c6eb5c66f5cda3991c7404/Screen-Shot-2019-10-28-at-2.19.02-PM.png" /> <img width="1090" height="612" width_o="1090" height_o="612" data-src="https://freight.cargo.site/t/original/i/4767dafe281c38fbb8f78ab2818b13c2dd00ab427ae013a68341956c1b42066e/Screen-Shot-2019-10-28-at-2.17.59-PM.png" data-mid="53564233" border="0" src="https://freight.cargo.site/w/1000/i/4767dafe281c38fbb8f78ab2818b13c2dd00ab427ae013a68341956c1b42066e/Screen-Shot-2019-10-28-at-2.17.59-PM.png" /> <img width="579" height="381" width_o="579" height_o="381" data-src="https://freight.cargo.site/t/original/i/623d637ddce3ebbb1efe74760e27a13ae4badc0decf5c56601e9895e358c80f6/Screen-Shot-2019-10-28-at-2.19.27-PM.png" data-mid="53564237" border="0" src="https://freight.cargo.site/w/579/i/623d637ddce3ebbb1efe74760e27a13ae4badc0decf5c56601e9895e358c80f6/Screen-Shot-2019-10-28-at-2.19.27-PM.png" /> <img width="355" height="245" width_o="355" height_o="245" data-src="https://freight.cargo.site/t/original/i/ab9d170f896a58ad7b01664fe81b993e8df06a8b141c8997735a49362180a0d1/Screen-Shot-2019-10-28-at-2.19.54-PM.png" data-mid="53564239" border="0" src="https://freight.cargo.site/w/355/i/ab9d170f896a58ad7b01664fe81b993e8df06a8b141c8997735a49362180a0d1/Screen-Shot-2019-10-28-at-2.19.54-PM.png" /> <img width="802" height="531" width_o="802" height_o="531" data-src="https://freight.cargo.site/t/original/i/90eed1d835e593387df011cc454765ecfe77c53d53b7ca6721eeb4c475258484/Screen-Shot-2019-10-28-at-2.25.19-PM.png" data-mid="53564245" border="0" src="https://freight.cargo.site/w/802/i/90eed1d835e593387df011cc454765ecfe77c53d53b7ca6721eeb4c475258484/Screen-Shot-2019-10-28-at-2.25.19-PM.png" /> <img width="501" height="335" width_o="501" height_o="335" data-src="https://freight.cargo.site/t/original/i/55a8547c99f7071317e3af008fa22254687cd33ae8daa70afd3fc594f0459ec7/Screen-Shot-2019-10-28-at-2.20.19-PM.png" data-mid="53564241" border="0" src="https://freight.cargo.site/w/501/i/55a8547c99f7071317e3af008fa22254687cd33ae8daa70afd3fc594f0459ec7/Screen-Shot-2019-10-28-at-2.20.19-PM.png" /> <img width="359" height="246" width_o="359" height_o="246" data-src="https://freight.cargo.site/t/original/i/8f847d7b893cb1b6a6ad585f1a1cfcbac5fd6166f48659941bb98ed4a2f67c99/Screen-Shot-2019-10-28-at-2.19.46-PM.png" data-mid="53564238" border="0" src="https://freight.cargo.site/w/359/i/8f847d7b893cb1b6a6ad585f1a1cfcbac5fd6166f48659941bb98ed4a2f67c99/Screen-Shot-2019-10-28-at-2.19.46-PM.png" /> <img width="413" height="275" width_o="413" height_o="275" data-src="https://freight.cargo.site/t/original/i/a6fe887df2927e6c42e440402df861af962660e0e2155699293bb2b865d832b7/Screen-Shot-2019-10-28-at-2.20.31-PM.png" data-mid="53564242" border="0" src="https://freight.cargo.site/w/413/i/a6fe887df2927e6c42e440402df861af962660e0e2155699293bb2b865d832b7/Screen-Shot-2019-10-28-at-2.20.31-PM.png" /> <img width="352" height="247" width_o="352" height_o="247" data-src="https://freight.cargo.site/t/original/i/b8dd871b9620cdb51614dfb30a7e2cfba58e644fb9100e4c1a18a5a00b2a4626/Screen-Shot-2019-10-28-at-2.20.02-PM.png" data-mid="53564240" border="0" src="https://freight.cargo.site/w/352/i/b8dd871b9620cdb51614dfb30a7e2cfba58e644fb9100e4c1a18a5a00b2a4626/Screen-Shot-2019-10-28-at-2.20.02-PM.png" /> <img width="643" height="437" width_o="643" height_o="437" data-src="https://freight.cargo.site/t/original/i/7c05f9d193a61026cc5a7af108486b51f9c5893c541af378375b9cf553271a98/Screen-Shot-2019-10-28-at-2.21.08-PM.png" data-mid="53564243" border="0" src="https://freight.cargo.site/w/643/i/7c05f9d193a61026cc5a7af108486b51f9c5893c541af378375b9cf553271a98/Screen-Shot-2019-10-28-at-2.21.08-PM.png" /> <img width="1122" height="569" width_o="1122" height_o="569" data-src="https://freight.cargo.site/t/original/i/c2e60399331e42fae1e1fd0ff5a75c8b84ae54f4ee4861a16d74ddaf59219c4a/Screen-Shot-2019-10-28-at-2.26.26-PM.png" data-mid="53564255" border="0" src="https://freight.cargo.site/w/1000/i/c2e60399331e42fae1e1fd0ff5a75c8b84ae54f4ee4861a16d74ddaf59219c4a/Screen-Shot-2019-10-28-at-2.26.26-PM.png" /> From branding to sponsorships, user-generated content to interactive curriculums, product demonstrations to creative activations, networking to partnerships, a variety of new environment types allowed for more individualized experiences. Event spaces, experiences and content were organized, designed and produced for specific audiences and organized by individual campuses. https://rosscidlowski.com/Si-Bon Mon, 28 Oct 2019 02:26:06 +0000 ross cidlowski official https://rosscidlowski.com/Si-Bon <img width="639" height="306" width_o="639" height_o="306" data-src="https://freight.cargo.site/t/original/i/bc7260732286baf0a50d2ea1a1642dda25c9e0cd43e2cf3e7408e34e63edf81f/Screen-Shot-2017-01-17-at-1.59.36-PM_639.png" data-mid="53566499" border="0" data-scale="100" src="https://freight.cargo.site/w/639/i/bc7260732286baf0a50d2ea1a1642dda25c9e0cd43e2cf3e7408e34e63edf81f/Screen-Shot-2017-01-17-at-1.59.36-PM_639.png" /> Si Bon France's second largest biscuit maker (better known as cookies here) ambitiously sought to create and launch a new-to-the-world, premium line of cookies in the United States.While the last thing the U.S. needed was another cookie, we saw an opportunity to introduce a French product in a way that uniquely fed US consumers unmet needs. Foreign premium brands had long relied solely on stereotypical heritage while showing little interest for American taste or habits for decades. The French on the other hand had the secret to living (and eating) indulgently without guilt. We saw an opportunity to marry the French approach to life with modern American food habits. &nbsp; &nbsp; &nbsp; <img width="692" height="375" width_o="692" height_o="375" data-src="https://freight.cargo.site/t/original/i/f2c6883cbd880e23b2fd156799e848ff410cc79f3230d3902cad51d831a05ae8/Screen-Shot-2017-01-17-at-1.55.12-PM_692.png" data-mid="53566490" border="0" src="https://freight.cargo.site/w/692/i/f2c6883cbd880e23b2fd156799e848ff410cc79f3230d3902cad51d831a05ae8/Screen-Shot-2017-01-17-at-1.55.12-PM_692.png" /> <img width="702" height="383" width_o="702" height_o="383" data-src="https://freight.cargo.site/t/original/i/a41851f20070c0700787bbcc0b422ed2a39ad85bbaba70ec1b41dbf022877db8/Screen-Shot-2016-08-31-at-10.35.06-AM_702.png" data-mid="53566613" border="0" src="https://freight.cargo.site/w/702/i/a41851f20070c0700787bbcc0b422ed2a39ad85bbaba70ec1b41dbf022877db8/Screen-Shot-2016-08-31-at-10.35.06-AM_702.png" /> <img width="578" height="370" width_o="578" height_o="370" data-src="https://freight.cargo.site/t/original/i/2c363604fb34e4e1272716014cf6a8037729d0c543b97fe8e6abd59f5ad2536a/Screen-Shot-2017-01-17-at-1.59.27-PM_578.png" data-mid="53566498" border="0" src="https://freight.cargo.site/w/578/i/2c363604fb34e4e1272716014cf6a8037729d0c543b97fe8e6abd59f5ad2536a/Screen-Shot-2017-01-17-at-1.59.27-PM_578.png" /> Concept to working prototype - 4 months <img width="555" height="357" width_o="555" height_o="357" data-src="https://freight.cargo.site/t/original/i/460341eb972373423d2cb6704580f438417f82d2c2c2695fcdb60dd8d33647b4/Screen-Shot-2016-08-31-at-10.35.41-AM_555.png" data-mid="53566568" border="0" src="https://freight.cargo.site/w/555/i/460341eb972373423d2cb6704580f438417f82d2c2c2695fcdb60dd8d33647b4/Screen-Shot-2016-08-31-at-10.35.41-AM_555.png" /><img width="688" height="389" width_o="688" height_o="389" data-src="https://freight.cargo.site/t/original/i/dc8165eeffb6bfa72324d2a437beee1c124841c23630e3a14b30d6855961ad8f/Screen-Shot-2017-01-17-at-1.55.17-PM_688.png" data-mid="53566507" border="0" data-scale="100" src="https://freight.cargo.site/w/688/i/dc8165eeffb6bfa72324d2a437beee1c124841c23630e3a14b30d6855961ad8f/Screen-Shot-2017-01-17-at-1.55.17-PM_688.png" /> To get our consumers to indulge in some french with our biscuits, we took French ingredients and sensibilities and baked it for American tastes. This was a custom process that identified market opportunities, built a distinct brand based on brand truths and consumer needs, prototyped product and packaging through nationwide workshops, secured distribution and developed marketing for launch. In all we developed over 100 different types of brand identities, nearly 25 packaging concepts, and 12 alpha versions for consumer usability testing. The goal was never just to launch, but to launch a pipeline of products for future line extensions. By partnering with Groupe Poult we were able to develop a custom approach for inventing CPG brands, rapidly prototyping by bringing R&amp;D into marketing and commercializing biscuits to help them realize their potential in profound new ways. https://rosscidlowski.com/Mind-Your-Meds Mon, 28 Oct 2019 02:26:08 +0000 ross cidlowski official https://rosscidlowski.com/Mind-Your-Meds <img width="798" height="466" width_o="798" height_o="466" data-src="https://freight.cargo.site/t/original/i/f75e3713fa0f065eb5721fa41bc38e8b2cbc5ced86c9317ff9dba982ddb1e78a/Screen-Shot-2014-07-11-at-12.40.12-PM_905.png" data-mid="53567306" border="0" src="https://freight.cargo.site/w/798/i/f75e3713fa0f065eb5721fa41bc38e8b2cbc5ced86c9317ff9dba982ddb1e78a/Screen-Shot-2014-07-11-at-12.40.12-PM_905.png" />Campaign Theme / tagline Mind Your Meds Partnership for Drug FreeThe Medicine Abuse Project Everyday in the US, 2,500 youth abuse a prescription pain reliever for the first time. Prescription drug abuse causes the largest percentage of deaths from drug overdosing, more than cocaine, heroin, methamphetamine and amphetamines (39%) combined.Where are they getting these drugs? Not from the streets or a dealer, but from medicine cabinets of family and friends.1/3 of teens believe “it’s okay to use prescription durgs that weren’t prescribed to them to deal with an injury, illness or physical pain” (201543% of teens indicated prescription drubs are easier to get than illegal drugsMore than 4/10 teens who have misued or abused a prescription drug obtained if from their parents medicine cabinet. &nbsp;InsightAll medicine is bad if taken incorrectly. Start taking prescription drugs seriously. StrategyMake people aware they aren't the only one paying attention to their medicine. IdeaWe asked people to simply "Mind Their Meds".To do so we created a communication plan that started with mass media (TV, print, digital) and went all the way to first time someone holds a prescription in their hands. Custom-printed prescription bags were distributed to pharmacies, reminding people to keep their medicines safe from the eager hands and mouths of others. Monthly sheets of safety seal labels were distributed to parents as a way to help tabs on where their medicine was and if it had been opened. Experiential Branding &nbsp; To change behavior we developed pill and bag packaging that was a stark reminder to the potential of the medicine inside.&nbsp; <img width="1000" height="690" width_o="1000" height_o="690" data-src="https://freight.cargo.site/t/original/i/1888274f28f08136d3f76779adbb29cccf8ac3af2bfbc68c950b6d9828d9a450/Screen-Shot-2015-09-29-at-1.19.14-PM_1000.png" data-mid="53567304" border="0" src="https://freight.cargo.site/w/1000/i/1888274f28f08136d3f76779adbb29cccf8ac3af2bfbc68c950b6d9828d9a450/Screen-Shot-2015-09-29-at-1.19.14-PM_1000.png" /> Pharmacy bag(printed and used in tri-state area) <img width="771" height="502" width_o="771" height_o="502" data-src="https://freight.cargo.site/t/original/i/37cae830e7b93733c798aaf3dde2c364235571baa9f790abdab69022986217c0/Screen-Shot-2014-07-11-at-12.28.39-PM_905.png" data-mid="53567309" border="0" data-scale="100" src="https://freight.cargo.site/w/771/i/37cae830e7b93733c798aaf3dde2c364235571baa9f790abdab69022986217c0/Screen-Shot-2014-07-11-at-12.28.39-PM_905.png" /> Pill labels <img width="905" height="390" width_o="905" height_o="390" data-src="https://freight.cargo.site/t/original/i/b8d91830b3d42720c8db94a0e45ef822c1011b4c6ac42fd46a6b8bf1c2f17dad/Screen-Shot-2014-07-11-at-12.28.29-PM_905.png" data-mid="53567310" border="0" src="https://freight.cargo.site/w/905/i/b8d91830b3d42720c8db94a0e45ef822c1011b4c6ac42fd46a6b8bf1c2f17dad/Screen-Shot-2014-07-11-at-12.28.29-PM_905.png" />Pharmacy bags Digital / TV Our screens campaign brought a stark reminder on the dangers of pill abuse.&nbsp; <img width="393" height="469" width_o="393" height_o="469" data-src="https://freight.cargo.site/t/original/i/d371475cb465e9b4cfa781f7c8d1380539b2538504e12120c430748f5a658b1b/tvmbp.png" data-mid="53573777" border="0" src="https://freight.cargo.site/w/393/i/d371475cb465e9b4cfa781f7c8d1380539b2538504e12120c430748f5a658b1b/tvmbp.png" /> Results2014 Cannes Gold Lion in Pharmaceutical CategoryClio - Bronze - Health &amp; Services FilmClio - Bronze - Health &amp; Services point-of-purchase https://rosscidlowski.com/WeGotYou Mon, 28 Oct 2019 02:26:09 +0000 ross cidlowski official https://rosscidlowski.com/WeGotYou #WeGotYou&nbsp;— The world’s first emoji-only anti-drug PSA campaign <img width="250" height="154" width_o="250" height_o="154" data-src="https://freight.cargo.site/t/original/i/680566c34dc7f3803e6b03b672e62c7b7ae3fce3450ee651123d28894b513428/ATI_ArrowMark_K_med2-newnew_250.png" data-mid="53619177" border="0" data-scale="100" src="https://freight.cargo.site/w/250/i/680566c34dc7f3803e6b03b672e62c7b7ae3fce3450ee651123d28894b513428/ATI_ArrowMark_K_med2-newnew_250.png" /> Evaluations of the National Youth Anti-Drug Media Campaign, have been increasingly sobering: one analysis found that ads had no effect on kids' marijuana use or intentions to use, and may have even increased a desire to smoke pot among some kids. <img width="1000" height="382" width_o="1000" height_o="382" data-src="https://freight.cargo.site/t/original/i/2555e4f9f910f48369f94315bfa298a514957e8bd047a81234a9ce7305de2de1/Screen-Shot-2016-01-25-at-10.52.02-PM_1000.png" data-mid="53619128" border="0" src="https://freight.cargo.site/w/1000/i/2555e4f9f910f48369f94315bfa298a514957e8bd047a81234a9ce7305de2de1/Screen-Shot-2016-01-25-at-10.52.02-PM_1000.png" /><img width="1000" height="658" width_o="1000" height_o="658" data-src="https://freight.cargo.site/t/original/i/f946c59a1428558092eff2fe448e91c1a28f6426119b928050c5a05add05eee1/Screen-Shot-2016-01-25-at-10.52.41-PM_1000.png" data-mid="53619130" border="0" data-scale="100" data-draggable src="https://freight.cargo.site/w/1000/i/f946c59a1428558092eff2fe448e91c1a28f6426119b928050c5a05add05eee1/Screen-Shot-2016-01-25-at-10.52.41-PM_1000.png" /><img width="1000" height="391" width_o="1000" height_o="391" data-src="https://freight.cargo.site/t/original/i/466d6c192137763ddf4ce58c3fa61f4547237aa13fe45f7c4598304ec9b0f214/Screen-Shot-2016-01-25-at-10.52.31-PM_1000.png" data-mid="53619145" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/466d6c192137763ddf4ce58c3fa61f4547237aa13fe45f7c4598304ec9b0f214/Screen-Shot-2016-01-25-at-10.52.31-PM_1000.png" /> Insight Being a teen is about gaining self-awareness, yet ultimately they measure themselves against peers.Esteem is everything for teens. Their happiness is innately tied to feeling part of something bigger like a group. Positive self-esteem comes from being comfortable or know they can recover from mistakes when learning to make choices. <img width="1000" height="481" width_o="1000" height_o="481" data-src="https://freight.cargo.site/t/original/i/bdbe0e0ba24ccbab171507b501637f60373863bdd3bee50b00c0c0c196a38c9b/Screen-Shot-2015-07-17-at-11.54.10-AM_1000-1.png" data-mid="53619136" border="0" src="https://freight.cargo.site/w/1000/i/bdbe0e0ba24ccbab171507b501637f60373863bdd3bee50b00c0c0c196a38c9b/Screen-Shot-2015-07-17-at-11.54.10-AM_1000-1.png" /> <img width="1000" height="391" width_o="1000" height_o="391" data-src="https://freight.cargo.site/t/original/i/466d6c192137763ddf4ce58c3fa61f4547237aa13fe45f7c4598304ec9b0f214/Screen-Shot-2016-01-25-at-10.52.31-PM_1000.png" data-mid="53619145" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/466d6c192137763ddf4ce58c3fa61f4547237aa13fe45f7c4598304ec9b0f214/Screen-Shot-2016-01-25-at-10.52.31-PM_1000.png" /> We sought to enable teens’ esteem by helping them fight influences honestly. &nbsp; StrategyAn ATI campaign that’s purely traditional advertising wouldn’t do enough to help build teen’s esteem nor enable them to rise above the influences. ATI needed evolve into a mindset platform where teens have the tools to feel better about themselves through positive decision-making.This fundamentally shifted our work beyond TV, activating utility and participation closer to real moments of influence, when teen need help the most. We sought to enable teens' esteem by helping them fight influences honestly.The best way to co-exist in teens’ lives was not a single piece of content, rather lots of little things within their everyday worlds, so teens could respond to what spoke to them.The first part of the campaign featured a cryptic string of emoji characters appearing in print, online, in theaters, and even on billboards in New York's Times Square.Linguistically emojis were the perfect fit for our audience – today’s teen slang. It’s an authentic voice of teens -- ideal to deliver an empowering message rather than a fear tactic. https://rosscidlowski.com/Nike Mon, 06 Jan 2014 00:41:15 +0000 ross cidlowski official https://rosscidlowski.com/Nike <img width="558" height="390" width_o="558" height_o="390" data-src="https://freight.cargo.site/t/original/i/7764144dc1581f91936c721d55596f29ce712c18470809635fbc66ea03d0dae4/Screen-shot-2014-01-08-at-10.48.13-PM.jpg" data-mid="53521136" border="0" src="https://freight.cargo.site/w/558/i/7764144dc1581f91936c721d55596f29ce712c18470809635fbc66ea03d0dae4/Screen-shot-2014-01-08-at-10.48.13-PM.jpg" /> Challenge Nike’s mission is to bring inspiration and innovation to every athlete in the world. The brand was looking to understand the global intersections of youth style consciousness with digital lifestyles to inform the future of their business and consumer products. It was critical to understand how consumers defined style, how they shopped, and how the junction between style and technology could enable them to shop. Nike wanted to understand differences not only across typologies, but how those variedacross the globe. To help live this mission, we traveled the world talking and running immersion sessions with trend-setters, core athletes and those inspired by them. Insight We uncovered a range of insights such as “its not what you wear but how you wear it” and “consumers experience passion through attention to product detail”, each leading to actionable thoughtstarters for the brand and business. Strategy While consumers each had their own passions and commitment to style, they all wanted to mix lifestyle with function. They could get one or the other, but rarely both in the same place. We learned how Nike could tap consumer's passion for their products to better facilitate a purchase. Work Our key global insights and cultural threads helped develop better UX design, more immersive shopping technology, and a more dynamic online retail environment to engage consumers.