In 1868, J.R.Watkins saddled up his horse, loaded his wagon and set out to sell his homemade health and beauty remedies to every farm woman across the plains. He ran out of life before he ran out of ambition. So, 140 some years later, we brought him back to haunt Instagram, social media being the equivalent of a horse and buggy visit to your front door. The perfect way for J.R. to finish his unfinished business.
J.R. Watkins' return was hinted about on Facebook.
Visitors to the J.R. Watkins website were encouraged to check out J.R. Watkins on Instagram.
While touring the J.R. Watkins factory in Winona, Minnesota, a small boy unwittingly releases the ghost of J.R.Watkins. After that, J.R.W. is on the prowl, finding places where he and his products might be of assistanct. This series of videos is released on Instagram, one per week.
Each video released on Instagram is accompanied with a message from the good Dr. Watkins.
J.R.Watkins steps out of the short film and into Instagram. Instagram users who use the hashtag "GhostMyPost" find a ghoulish visitor in their photos.
Of course, J.R. Watkins always sees a use for his products, and shares his advice in his original voice.
The ghost of J.R. Watkins insinuates himself into the Instagram photos of editors and journalists via Direct Message--always imparting a bit of 1860's wisdom.
Martha Stewart finds J.R. Watkins in her bathtub.
Paid advertising on Instagram and Facebook encourages people to engage with campaign by using the hashtag #GhostMyPost.
Instagram users have a great time picking photos for the ghost of J.R. Watkins to appear in.
Sometimes you have to look hard to see a ghost.
We grab the attention of foodies on Instagram by ghosting prominent food bloggers with "recipe suggestions" from J.R.
Prominent bloggers help give the campaign some real traction.
Before long, all kinds of Instagrammers are hoping to be ghosted.
Paid social posts are sprinkled in to keep the campaign top of mind.
And the ghost of J.R. Watkins makes special appearances at holidays. In the course of 8 weeks, the press picks up the story repeatedly, and J. R. Watkins Instagram followers double.
L.L.Bean is a century-old brand that's highly revered and a little dusty. Our job was to turn up the brand's voice and its authentic appeal, making it both more relevant and timeless. I first worked on L.L.Bean at Martin Williams Advertising; we've followed each other in the years since, collaborating on catalogs and the brand's 100-year anniversary, as well as providing training for the brand's in-house creative teams.
Tomorrow Proof. It’s what every high school graduate needs to become. Especially when you consider all the careers that will be handed over to AI and other tech in the years (ok, make that weeks) ahead.
Chuze Fitness is not like other gyms. It was started by a family in the hospitality business, so they have a whole different definition of “service” and “clean.” Basically, they’re super giant, super fancy-pants clubs—at a no-pants price.
The Black Forest Inn is a German restaurant in the uptown area of Minneapolis. Erich, the owner and chef, makes the sausage by hand. They bake their own brötchen. That's how old school it is. Luckily, they not only serve authentic German food, they serve it with a shameless sense of humor.
Wellmark, a regional Blue Cross and Blue Shield insurer, wanted to promote their information line, one of the only places a customer could still ask a live human a medical or insurance-related question. BeWell24/7 was promoted in digital banners, radio, and these TV spots.
"Live Hands On" Campaign created for J.R. Watkins’ through agency Griffin Archer. Featured in Communication Arts’ gallery.
Even the most responsible people have “oops” moments. And banks make bank on just such mistakes. KeyBank turned this pet peeve into a product: An account that literally won’t let you screw up. With this account, you can’t overdraft.. To promote it, KeyBank launched Mission Responsible. A responsible intervention could happen anywhere, anytime, any place.
Abbey’s Hope Foundation was created by the parents of Abbey Taylor, the 7-year old Minnesota girl who died tragically because of a faulty pool drain. The Foundation works to inform people of the relatively unknown dangers of pool drains, pass new legislation, and prevent drownings through free swim lessons and other safety measures.
Website Home Page
Brochure designed to raise awareness of dangers of pool drains.
Water Watchdog Tags. We created these to be worn by the parent responsible for watching a group of children at the pool, then passed on to the next designated Water Watchdog.
The J.R. Watkins Company has been crafting kitchen and bath goods since 1868. In the VERY SAME three-story wooden factory in Winona, Minnesota. While they no longer deliver by horse and wagon (or sell a remedy for pleurisy) little else has changed. Creating a voice for a 140 plus year-old company was lots of fun. Good, old-fashioned fun.
Catalog cover
J.R. Watkins has a line of products included in Target's 'Made to Matter' Collection
This pretty much sums up the J.R. Watkins' story.
J.R.Watkins runs ads in sexy pubs like Grocer's Quarterly.
Created to announce J.R. Watkins' affiliation with the Water Alliance
Cinemagraphs like these were created for J.R. Watkins social feeds.
One of the perks of belonging to Lifetime Fitness? Lovely smelling lotion in the bathroom.
Eating disorders are still on the rise. The Emily Program is one of the most successful at helping people overcome the obstacles. Social media, outdoor, bus sides, radio and even guerilla tactics were used to convey the program's message of empathy and understanding.
Scales from thrift stores were placed in guerilla locations with the numbers removed and positive message added. Communiques were also left in the bottom of (mostly) women's public toilets, with this message: If you're reading this, you need our help.
After I started working with TEA2, I discovered that virtually every one of my favorite houses in Minneapolis and St. Paul had been designed or remodeled by them. Now I can spot a TEA2 home anywhere: their aesthetics, attention to detail and problem-solving skills are simply beyond. I’ve helped them create website, print and social content. Now if we could just do a deal in trade. 😊
