The campaign began with our Wingman character taking control of the Leatherman website, Facebook page and Twitter account. The Wingman product page included a sidebar that allowed visitors to chat live with the Wingman (agency creatives). And if that wasn’t enough, people could call the Wingman at 1-855-MyWingman to get grooming tips, lady advice and to leave a message for the Wingman.





The Wingman Facebook tab included: ‘Wingman Challenges’ that rewarded winners with a personalized Wingman tool; ‘Wingman My Photo,’ where users could upload their photos to have Wingman added to them; and ‘Blow It Up, Bro,’ where each week, voters determined which non-manly item would meet its demise in a fiery explosion.





Mustache Challenge

Blow it up, Bro!

It’s official. Rock is dead. Obituaries are placed in newspapers worldwide.

Rockers are forced to find other lines of work.

Rock’s elite hold a funeral for Rock in a secret tomb under Stonehenge. Gene Simmons (the games narrator) delivers the eulogy as a harpist plucks Stairway to Heaven.

Ozzy tears up. He thinks he’s at his daughter’s wedding.

After the funeral Gene refuses to believe Rock is dead and can’t wipe off his makeup. He knows what he has to do…

Gene sounds the fabled Horned Horn of Rock!

Rockers from around the world heed the call of the Horned Horn and amass ready for battle. Gene announces that as long as he is breathing Rock is NOT dead, and we shall fight to bring it back!

Taskmaster Gene trains his army in preparation for the battle ahead. “Get that neck up, Son! You’re wasting Star Power!!!”

Gene takes control of the Guitar Hero Facebook page and rallies the troops. This will be his command and control for the battle.

To win the Battle to Save Rock we must join forces. Points earned by playing Guitar Hero 6 are pooled to collectively unlock content, such as a Death Metal Peter Cetera song. Each small victory helps bring the world back from the brink of Easy Listening.

Of course when victory is achieved and the world is once again ready to rock, faces must be melted with a live victory concert.

Videos introduced each section. And yes, we actually had a custom Carl’s Jr. Snuggie made for our comfort guy.

A couple examples of comforting content:

We created a custom comforting song for the world’s most comforting sandwich. Ladies and gentlemen… Love Sandwich.

Mmmmm…. Bacon….

Rich media banner. Use your keys to keep Landon juggling the ball.

Campaign concept for Pepsi’s zero calorie cola, Pepsi Max. Targeted at young adult dudes, this concept revolves around the idea that Pepsi Max tastes so good you’ll wonder where the calories went.


TV 30:
Open on two guys on the couch playing video games. One sits back and takes a sip of Pepsi Max. “I can’t believe this Pepsi Max tastes so good.” Other guy: “I know, right? Makes you wonder… what do they do with all those calories?” Cut to night vision in a field at night. Ted Nugent is stalking something with a compound bow. Ted turns to camera and points to his arrow: “Shhhhhhhh….. exploding tip.” At that moment something breaks from the bushes and Ted fires off an arrow. BOOM! Massive explosion. Cut to Ted standing over a flaming destroyed wooden crate marked CALORIES. Ted: “WHOOOO! That was a big one!!!!!” ENDCARD: Pepsi Max. Zero calories. Maximum taste.

TV 30:
Open on a couple of guys hangin around their office break room. One is drinking a Pepsi Max. “MAN this Pepsi Max tastes good… Makes you wonder what they do with all those calories?” Cut to a warehouse where wooden crates marked calories are being loaded onto a conveyor belt leading to a giant wormhole in space time. Cut to an alien world where the other end of the wormhole appears ion the sky and crates drop to the ground where strange sand creatures rejoice in some kind of gibberish language. SUBTITLE: “Mordaknar has blessed us again!!!!” ENDCARD: Pepsi Max. Zero calories. Maximum taste.

What to do with all the calories you save by drinking Pepsi Max? How about trade them in for cool stuff? The Calorie Offset Program allows you to bank your saved calories and reward yourself with awesome swag.