JUSTIN BAUM

The three-stripe logo is synonymous with the Adidas brand. For the 114th edition of the Boston Marathon, we made the three stripes synonymous with the race by adding a third stripe to the lane lines running the entire length of the 26.2-mile course.

F1 is the world’s most innovative sport.
With one exception, the trophy.
Which hasn’t changed since 1906.
That's right. For the last 118 years, F1 drivers have been rewarded for a lifetime of work only to kiss the same lifeless trophy.
So, as an official tech sponsor of F1, we took the long-held tradition of kissing a trophy and elevated it with smarter technology.
Behold the world's 1st Kiss Activated Trophy.

Credits:

ECD: Philip Marchington

Creative Directors: Justin Baum and Owen Tingle

Copywriter: Paul DeMontpellier

Art Director: Christopher Stollmeyer

Awards (so far):

THE ONE SHOW - Shortlist X 9

THE ONE SHOW ASIA - Silver, Bronze

CLIO SPORTS - Silver X 1, Bronze X2

IDEA: Fight senior loneliness during a lockdown through online gaming

Senior loneliness is more than a sad reality. It's a medical minefield, increasing the likelihood of dementia, heart disease and stroke. In 2019, a staggering 1 in 3 seniors reported feeling lonely. In 2020, in the midst of a global pandemic, senior loneliness became an even bigger problem. So we turned to an obvious solution. E-sports. E-sports?

Introducing the Get Got by a Gran Challenge. We recruited seniors in lockdown, trained them in E-sports and dared young gamers across the globe to battle it out with them on Senior Citizen’s Day. Then, we streamed the whole thing live on Twitch - bringing two unlikely communities together to combat each other and loneliness.

Credits:

ECD: Philip Marchington

Creative Directors: Justin Baum and Owen Tingle

Copywriter: Paul DeMontpellier

Art Director: Christopher Stollmeyer

Awards

THE SHORTY AWARDS - Gold

CLIO SPORTS - Bronze

ONE SHOW - Shortlist

Come. Sit. Stay.

Dogs are awesome. But they need a helping hand from humans to stay that way. That’s why the Sergei foundation, a non-profit that provides financial aid to families unable to afford emergency care for their pets, sponsors The Triad Dog Games. With a budget of milk bones and a bucket of funny bones, we created three spots to drive people to the event and move people to donate. 

TV • OOH • Guerilla

IDEA: Remind Americans of the nobility of service by showing Marines lined up from one end of the country to the other.

Six years after the start of the war in Iraq and 8 years since 9/11, the American public needed a reminder of why we serve - to protect every square inch of our nation.

From the beginning, “America's Marines” was much more than a television spot. It was a national tour to connect Americans with the Marines who serve them.

The commercial was shot in eight locations nationwide. During each tour stop, we invited Americans to come watch the filming and, more importantly, connect with the Marines featured in the commercial. The documentary crew captured these interactions and created 3 to 5 minute webisodes from each location. These were uploaded to a new website specifically created for this campaign. At OurMarines.com, Americans could follow the tour through photos, videos and a blog, each of which was updated after every tour stop.

Throughout the tour, we made national news for many reasons. Some good, others not so much.

http://www.foxnews.com/story/2007/09/26/marines-barred-from-filming-commercial-on-streets-san-francisco.html

IDEA: Turn every street named after MLK into an immersive history lesson during MLK day.

BACKGROUND:

At a time of escalating racial unrest, the pandemic forced museums dedicated to shining a light on the significance of black history to close.

OBJECTIVE:

Use technology to educate and immerse people of all ages and ethnicities in black history during Black History Month without exposing them to the dangers of COVID-19.

STRATEGY:

There are 955 streets named after Martin Luther King Jr. in the United States. However, millions of people pass those signs daily without remembering the significance of the man and ideas behind the sign.

IMPLEMENTATION:

Partnered with the King Estate and the DuSable Museum of African American History to bring Martin Luther King Jr.'s iconic speech to all 955 MLK streets in the United States.

Designed historically accurate 3D statues inspired by real MLK supporters.

Created MLKonMLK.com which used geo-location to bring anyone to their nearest MLK street sign.

Developed image recognition technology that allowed any phone to scan any MLK street sign.

Brought Martin Luther King Jr.'s "I Have a Dream" to life with augmented reality.

AWARDS

One Show Silver Pencil

Webby Winner X 2

CLIO Bronze X2

Shorty Award Winner X2

RESULTS

Reached 22 million viewers across 214 markets in the U.S.

Brought the meaning back to a ubiquitous U.S. street sign which created a sense of hope, optimism and unity in a time of lockdown, echo chambers and isolated bubbles.

Exposed people of all ages and ethnicities to black history without exposing them to the dangers of COVID-19.

"Groundbreaking"-Chicago Tribune

“Brings MLK’s message to the masses.”- Los Angeles Times

“Watch one of the most impactful moments in history.”- New York Daily News

“Keeping the dream alive.”- NBC

IDEA: Differentiate Food Lion from other grocers by showing how life’s better with a lion. Literally.

Food Lion is a chain of 1100 grocery stores in the Mid and South Atlantic states. With Publix and Wegmans hot on their heels, they asked us for an anthemic spot that would make shoppers feel good about Food Lion. We came up with the idea of "Life's better with the lion" and paired a young boy with a lion for a magical day.

Featured in Communication Arts and Creativity Online. 

How do you celebrate the 25th anniversary of the machine named "Best business laptop of all time"? By putting its iconic red TrackPoint at the heart of the campaign.

*Silver, Graphis Design Annual 2019

Youfit Health Clubs is a proud sponsor of the Miami Children's Health Foundation 5K. But like most 5K races, participation is limited to those who can run in that city. Which means donations are too. To help increase participation and donations, we developed the first ever live-streamed virtual 5K. By utilizing pace runners livestreaming along the course, installing special treadmill trackers and building an app to track race progress, we enabled Youfit members across the country to run in real time (and raise money) with thousands running in Miami.

Strapless bras are really, really uncomfortable. (So I've been told). 

Forget the Fidgets is a fun and engaging social campaign designed to shine a spotlight on the most common fidgets.

Through exhaustive research, we discovered the 6 most common fidgets and gave each one a memorable name such as "The bendover boogie" and "Tuck the girls in." We then created 6 online videos of women demonstrating the fidgets and housed them in a Facebook Canvas unit where women could find their fidget, watch the videos, learn more about Maidenform and buy a fidget-fighting bra.

How do you launch a laptop with the name, ThinkPad X1 Extreme?

By hiring an extremely large grizzly bear to do the unboxing.

*2019 Shorty Award Winner

Babiators, awesome sunglasses for kids, are virtually indestructible. To prove it, we put them through a series of brutal but highly entertaining tests and created videos that ran on Facebook and Instagram.

I shot all of these on my iPhone, at my house, with my daughter and her friends.

We developed several stunts inside Coke’s corporate headquarters and around their hometown city of Atlanta to help create moments of happiness

How does a technology company launch a charitable foundation to 50,000 global employees in a way that transcends culture and language and delivers as much pride as it does impact?

With love.

On October 22nd, Lenovo became Love On, an anagram of our company name and a pledge to donate millions of dollars to fund STEM education in underserved communities around the world.

But we didn’t just say we changed our name. We actually changed it on the building signs in our headquarters in Raleigh, NC and Beijing, China and on our website. Offices around the world held a celebration of love which included speakers, live music and the opportunity to build STEM kits for children.

From our engineers to our CEO, Love On caught on.

The result was thousands of STEM kits built, the highest engagement for an organic social post in company history and an immeasurable sense of employee pride around the globe.

For the last 235 years, one of the most prestigious ways to serve our country was in uniform. And among those uniforms one stood apart.

But just have todays battles have changed so too has the definition of service.

Millennial youth are more likely to define service as peace corps than Marine Corps.

The challenge was to create a campaign that appealed to millennial youth by showing the broad spectrum of threats - from terrorism to natural disasters - Marine’s face today while maintaining the hard-charging attitude the brand is famous for.

This campaign was based on the old Marine Corps saying, "Marines run toward the sounds of the guns." We changed "guns" to "chaos" to reflect that broad spectrum.

The campaign included a TV spot and a web series created using footage shot entirely by Marines on the front lines. Each video chronicled a unique mission - the battle of Marjah, the tsunami in Japan and the earthquake in Haiti - to show how Marines run toward the sounds of chaos with the courage and determination to silence it. 

See what the NY Times wrote:

http://www.nytimes.com/2012/03/10/us/marines-marketing-campaign-uses-chaos-as-a-selling-point.html