Category — Non-traditional Advertising

Cultivate Life

I’m loving Cultivate Wines‘ business model – 10 cents of every dollar of sales is given to charities and causes that support education and basic human needs in communities around the word.

And through their program The Give, customers and advocates world-wide are able to help decide which organizations receive grants.

My favorite is Imba! – a documentary film about the African Children’s Choir produced in conjunction with Clear Films Productions.

There’s just 6 days left in this voting cycle, so log on and have your voice heard!

October 25, 2012   No Comments

Forefront Church in Brooklyn

Jonathan Williams is not your typical Pastor. His services quote everything from Jack Handy’s “Deep Thoughts” to Homer Simpson to more traditional Bible passages. He’s a young father juggling the demands of family, work and community – all the while striving to make a difference however he can. So, when he approached me this summer about helping create a marketing campaign to support the launch of Forefront Church’s new outpost in Brooklyn, I knew it was a fit for the work we do at Craft.

True to Craft’s commitment to action-oriented campaigns and Forefront’s commitment to cultivating the community they serve, we sought out strategic partners to collaborate with – creating custom programming or supporting events already in the works.

The first of these is a storytelling event curated by Brooklyn Based and offered free with RSVP. Sleepless in Brooklyn: A Night of Storytelling with Parents, Writers and Performers. Saturday, October 6, 7:30pm-9pm, doors at 7pm @ Roulette.

OVERVIEW via Brooklyn Based:

“If you’re raising kids in Brooklyn, you’re already tougher than your average Brooklynite–able to navigate subways with strollers, ignore disapproving glares, and strong-arm your child’s way into a good school–all on two hours of sleep.

You commiserate plenty with your partner and friends, and spend part of any date night talking about your kids. Why not laugh about your crazy-makers with Brooklyn’s best storytellers, instead? Line up a sitter on Saturday, October 6, and join us at Roulette as parents and authors Amy Sohn (Motherland), Victoria Brown (Grace in the City), Eliza Factor (The Mercury Factor), Abby Sher (Amen, Amen, Amen), Dave Mandl (The Believer, The Brooklyn Rail) and comedian Charles Star, our host for the evening, share tales about the highs and lows of parenthood.”

We also decided to integrate a OOH component with posters in Park Slope featuring quotes that represent the type of thinking embodied in Forefront’s community.

Forefront Church begins its progressive services at Roulette this Sunday, September 23 at 11 am  (details here). Check them out!

September 20, 2012   No Comments

L’Oreal Partners with Women 2.0 Pitch NYC

Just 4 days left to apply for your chance to pitch at the upcoming PITCH NYC Conference & Competition. Presented by Women 2.0, a great organization supporting female entrepreneurs, this is their inaugural pitch program in NYC after 5 annual pitches in Silicon Valley. L’Oreal is on board to provide one finalist with a $25,000 L’Oreal Women in Digital grant which, in addition to the cash, “provides a year-long commitment from L’Oréal for coaching, mentorship and introductions to VC partners and L’Oréal brand leads for testing opportunities.”

Think you have a winning idea? Here’s their criteria:

“Open to early-stage high-growth ventures around the world, PITCH NYC 2012 invites companies with at least one female in the founding team to apply. Applying companies must be in beta stage and have received less than a million in funding. We’re looking for the most disruptive web/mobile ventures, connected device companies, etc.”

If you’ve never been through a pitch program I can say without a doubt that it will be a beneficial process to help you hone your business concept and gain valuable feedback from seasoned investors. Details and application here!

August 28, 2012   No Comments


A disturbingly effective awareness campaign was created this spring by Duval Guillaume Modem and produced in Amsterdam by monodot in support of STOP THE TRAFFIK.

May 16, 2012   No Comments

Behind the Scenes: MANGO Summer 2012

Loving this “making of” video – behind the scenes of MANGO’s Summer 2012 campaign with Kate Moss. Clean, simple, fresh – all the things summer should be. And Kate Moss just keeps getting more stunning as the years go by. Love the killer black dress, all whites and pops of color. Bring on the sunshine.

April 19, 2012   No Comments