https://amychar.com Amy Char // Copywriter Sun, 03 May 2026 18:07:31 +0000 https://amychar.com en https://amychar.com/Xbox-Series-S-Toy-Stories Wed, 12 Oct 2022 03:29:53 +0000 Amy Char // Copywriter https://amychar.com/Xbox-Series-S-Toy-Stories ︎&nbsp; &nbsp; Email︎ ︎&nbsp; &nbsp; LinkedIn︎ ︎&nbsp; &nbsp; Spotify︎ Xbox, Series S Toy Stories︎ Kona Big Wave, Liquid Aloha︎ Clue, From Berlin With Solidarity︎ Taco Bell, Tacos IRL︎ LinkedIn, Crown Conversations︎ Cannes Young Lions︎ Taco Bell, u/tmanowen's Adventure︎ LinkedIn, Fresh Starts︎ Xbox, Power Your Dreams︎ CA Dept of Public Health, Facts Fight Fentanyl︎ Ubisoft, Spec Ops 101︎ Ubisoft, Calling All Ghosts︎ Photography︎ College Radio︎ Journalism︎ XBOX SERIES S TOY STORIES If Gen Z gamers won’t play Xbox, we’ll play Xbox their way. We recreated gameplay in the real world with absurd humor built for TikTok. One of Xbox’s main target audiences is Gen Z gamers who don’t own an Xbox yet. We channeled the kind of humor they love, literally bringing to life some of the most popular and accessible games on the Xbox Series S in a weird, frenetic way so Gen Z gamers could see themselves playing them. <img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/9ab2986c01cdcaea4e2e93bd10619f11ba893f6245471bdbbe07397e7db198f5/Fortnite-v2.gif" data-mid="160988725" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/600/i/9ab2986c01cdcaea4e2e93bd10619f11ba893f6245471bdbbe07397e7db198f5/Fortnite-v2.gif" />&nbsp;&nbsp;<img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/b6768bce425c2caa394bb915f5096325f61ac5351464df4708bf41897cfdc6cf/Fall-Guys.gif" data-mid="160988729" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/600/i/b6768bce425c2caa394bb915f5096325f61ac5351464df4708bf41897cfdc6cf/Fall-Guys.gif" />&nbsp;&nbsp;<img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/4176ef80a58e549edf8c76626e9c3d5686f65fdd2a96cdebb7ee9149c68077b9/Overwatch.gif" data-mid="160988723" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/800/i/4176ef80a58e549edf8c76626e9c3d5686f65fdd2a96cdebb7ee9149c68077b9/Overwatch.gif" /> Fortnite lets you duke it out as food and feline characters (among others). On the other hand, Fall Guys is an obstacle course for goofy jelly bean-shaped characters. (I reenacted this during the initial client presentation by flicking chocolate-covered espresso beans out of my palm.) Overwatch 2 is both an epic and lighthearted celebration of heroes. And every hero needs an animal sidekick. We extended our campaign on social by partnering with&nbsp;@plasticaction, a creator who does impressive toy photography and stop motion. (I think we successfully manifested this partnership when we put one of his videos in our deck as a reference for a script.) <img width="6240" height="3510" width_o="6240" height_o="3510" data-src="https://freight.cargo.site/t/original/i/6080c3e44a5f39f7d072a412bddc773fdc07b801d280402b778679a0230b0bd9/FallGuys-16x9.jpg" data-mid="157761113" border="0" data-no-zoom alt="Fall Guys" data-caption="Fall Guys" src="https://freight.cargo.site/w/1000/i/6080c3e44a5f39f7d072a412bddc773fdc07b801d280402b778679a0230b0bd9/FallGuys-16x9.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/0a3308daacc57df1a5afdf52c78d2776a20d7d913d9c116d86800d4c812336b9/Overwatch-Plastic-Action.jpg" data-mid="160563750" border="0" data-no-zoom alt="Overwatch 2" data-caption="Overwatch 2" src="https://freight.cargo.site/w/1000/i/0a3308daacc57df1a5afdf52c78d2776a20d7d913d9c116d86800d4c812336b9/Overwatch-Plastic-Action.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/5456ea245dff89c4891b7e70eb804a43c9d49595189169a110c93ca6cdb1b096/Rocket-League.jpg" data-mid="160971731" border="0" data-no-zoom alt="Rocket League" data-caption="Rocket League" src="https://freight.cargo.site/w/1000/i/5456ea245dff89c4891b7e70eb804a43c9d49595189169a110c93ca6cdb1b096/Rocket-League.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/408dd3db7058b1db9d714d4fc91d987069af63aa1f37de99fba1ec8ecb359540/Forza-Horizon.jpg" data-mid="160971730" border="0" data-no-zoom alt="Forza Horizon 5" data-caption="Forza Horizon 5" src="https://freight.cargo.site/w/1000/i/408dd3db7058b1db9d714d4fc91d987069af63aa1f37de99fba1ec8ecb359540/Forza-Horizon.jpg" /> Made at 215 McCann. https://amychar.com/Kona-Big-Wave-Liquid-Aloha Wed, 25 Dec 2024 04:11:46 +0000 Amy Char // Copywriter https://amychar.com/Kona-Big-Wave-Liquid-Aloha ︎&nbsp; &nbsp; Email︎ ︎&nbsp; &nbsp; LinkedIn︎ ︎&nbsp; &nbsp; Spotify︎ Xbox, Series S Toy Stories︎ Kona Big Wave, Liquid Aloha︎ Clue, From Berlin With Solidarity︎ Taco Bell, Tacos IRL︎ LinkedIn, Crown Conversations︎ Cannes Young Lions︎ Taco Bell, u/tmanowen's Adventure︎ LinkedIn, Fresh Starts︎ Xbox, Power Your Dreams︎ CA Dept of Public Health, Facts Fight Fentanyl︎ Ubisoft, Spec Ops 101︎ Ubisoft, Calling All Ghosts︎ Photography︎ College Radio︎ Journalism︎ KONA BIG WAVE LIQUID ALOHA Kona Big Wave doesn’t have any brand equity. Hawaii has decades of emotional equity. We poured that feeling into every Big Wave. PRESS:&nbsp;Shots · Ad Age (Editor’s Pick) Brand awareness for Anheuser-Busch’s Kona Big Wave sits at 56%. But this darling from Hawaii has its eyes set on playing with the big dogs in the lifestyle import beer space as it continues to grow on the mainland. It’s Hawaii in a bottle, capturing real, raw, lived-in Hawaii and not touristy beaches like its competitor Corona.&nbsp;Beer sales fell 5.2% industry-wide during the campaign launch year, but Kona Big Wave grew 2.4%.&nbsp; <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b1984288bb45602c3f11f3d9a504ad75db71ff0b480ed33f7994503e8c0c21c7/Screenshot-2.png" data-mid="226640829" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/1000/i/b1984288bb45602c3f11f3d9a504ad75db71ff0b480ed33f7994503e8c0c21c7/Screenshot-2.png" />&nbsp; <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7d4f09022dd1d0250fcf038486c3e8b033ddac04a902f449dadeb0c4c24c2136/Screenshot-3.png" data-mid="226640830" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/1000/i/7d4f09022dd1d0250fcf038486c3e8b033ddac04a902f449dadeb0c4c24c2136/Screenshot-3.png" />&nbsp;&nbsp;<img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1bc329c01ec8d42353130e9260cf6cba5e86b2f627cf3c53683647835a60233b/Screenshot-4.png" data-mid="226640831" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/1000/i/1bc329c01ec8d42353130e9260cf6cba5e86b2f627cf3c53683647835a60233b/Screenshot-4.png" /> Our hand models got absolutely drenched in beer for two 12-hour days in a row. And I wrote some fun headlines without bathing in beer first. <img width="3000" height="875" width_o="3000" height_o="875" data-src="https://freight.cargo.site/t/original/i/2092f645cef97376c5cbb296a63c7747dc30a097e40ef610b20cb080615e3ec3/Beach-Day.jpg" data-mid="226831463" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/2092f645cef97376c5cbb296a63c7747dc30a097e40ef610b20cb080615e3ec3/Beach-Day.jpg" /> <img width="3000" height="875" width_o="3000" height_o="875" data-src="https://freight.cargo.site/t/original/i/2bbad42d751238d16e64ff509acb840dcb32678fe9abbc65c01aac1b9012a007/Bonfire.jpg" data-mid="226831464" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/2bbad42d751238d16e64ff509acb840dcb32678fe9abbc65c01aac1b9012a007/Bonfire.jpg" /> <img width="3000" height="1687" width_o="3000" height_o="1687" data-src="https://freight.cargo.site/t/original/i/e8ae9707f2bcba7e56519a833816f59eb02018412acf16eec2cae1a01645643e/Beach-Bar.jpg" data-mid="226831462" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/e8ae9707f2bcba7e56519a833816f59eb02018412acf16eec2cae1a01645643e/Beach-Bar.jpg" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/a3fca5279db75c62c23d86ce80bea5b8c875150bceea6b5058acd23a02e259d3/ezgif-5b2a8ab30f3e2f3a-compressed.gif" data-mid="245872814" border="0" data-no-zoom src="https://freight.cargo.site/w/800/i/a3fca5279db75c62c23d86ce80bea5b8c875150bceea6b5058acd23a02e259d3/ezgif-5b2a8ab30f3e2f3a-compressed.gif" /><img width="1365" height="2048" width_o="1365" height_o="2048" data-src="https://freight.cargo.site/t/original/i/234599cbf3fa59365dfab6e79093fa5721e2b21b7737bfd25bbc16c3d44a6759/BeachBar_CAN-V2.gif" data-mid="228748788" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/1000/i/234599cbf3fa59365dfab6e79093fa5721e2b21b7737bfd25bbc16c3d44a6759/BeachBar_CAN-V2.gif" />&nbsp; <img width="1000" height="1500" width_o="1000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/dd488253997a75e458ae8d4ce613fd357ccd4cd89fbdbe5cbe7fdc9c2fe97f5d/Icechest_grab-V2.gif" data-mid="228748790" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/1000/i/dd488253997a75e458ae8d4ce613fd357ccd4cd89fbdbe5cbe7fdc9c2fe97f5d/Icechest_grab-V2.gif" /> Did we actually build a beach bar on set? Yes. Did the crew start tearing it down before the clients got a picture of themselves sitting there? Yes... oops. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/94fd7370422bffc8beae7193a57c0f7408c663a0ef26f6022f577272ae61d5c9/Screenshot-1.png" data-mid="226640959" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/1000/i/94fd7370422bffc8beae7193a57c0f7408c663a0ef26f6022f577272ae61d5c9/Screenshot-1.png" />&nbsp; <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/111caad053325bfaed82c6c1b574bd7b98b733731004eaec1dfb6e8ff7fe8a6a/Screenshot-2.png" data-mid="226640958" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/1000/i/111caad053325bfaed82c6c1b574bd7b98b733731004eaec1dfb6e8ff7fe8a6a/Screenshot-2.png" />Our director was very into sharks and cut this shark story told by one of our talent at the bonfire. A lot of late nights went into this campaign. On one of them, my art director accidentally generated an AI cat in Photoshop. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b209df0d75ce91d26d4b91ccdc0e6d4356a4d0222473c8b44415f5c55ba4c631/cat-1.jpg" data-mid="226641240" border="0" src="https://freight.cargo.site/w/1000/i/b209df0d75ce91d26d4b91ccdc0e6d4356a4d0222473c8b44415f5c55ba4c631/cat-1.jpg" /> Made at Duncan Channon. https://amychar.com/Clue-From-Berlin-With-Solidarity Sat, 10 Dec 2022 18:31:07 +0000 Amy Char // Copywriter https://amychar.com/Clue-From-Berlin-With-Solidarity ︎&nbsp; &nbsp; Email︎︎&nbsp; &nbsp; LinkedIn︎︎&nbsp; &nbsp; Spotify︎ Xbox, Series S Toy Stories︎ Kona Big Wave, Liquid Aloha︎ Clue, From Berlin With Solidarity︎ Taco Bell, Tacos IRL︎ LinkedIn, Crown Conversations︎ Cannes Young Lions︎ Taco Bell, u/tmanowen's Adventure︎ LinkedIn, Fresh Starts︎ Xbox, Power Your Dreams︎ CA Dept of Public Health, Facts Fight Fentanyl︎ Ubisoft, Spec Ops 101︎ Ubisoft, Calling All Ghosts︎ Photography︎ College Radio︎ Journalism︎ CLUE FROM BERLINWITH SOLIDARITY Users are leaving their U.S.-based period tracking apps over privacy fears. But EU laws guarantee safety. We made Clue’s German roots a signal of trust. &nbsp;PRESS:&nbsp;Femtech World ·&nbsp;r/TwoXChromosomes subreddit This was a pro bono idea that we pitched to Clue via cold email without any agency backing or $$$. Post-Roe v. Wade, the internet blew up with warnings to delete period tracking apps so U.S. authorities couldn’t use the data against users who illegally had an abortion. But Clue is German. GDPR, a strict European Union privacy law, prevents Clue’s user data from being subpoenaed. This started with OOH that turned into something bigger. First, in states with abortion bans, we launched the bold brand love campaign with a straightforward German tone in American towns with German names: Hamburg, Arkansas. Heidelberg, Texas. Kiel, Wisconsin. <img width="1024" height="528" width_o="1024" height_o="528" data-src="https://freight.cargo.site/t/original/i/792283b898fe89d0fe6c812d5304d28b6d01b478973103f03edc129044345e8a/01_Clue_Billboard_Closeup.png" data-mid="183385105" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/1000/i/792283b898fe89d0fe6c812d5304d28b6d01b478973103f03edc129044345e8a/01_Clue_Billboard_Closeup.png" />&nbsp; <img width="1024" height="528" width_o="1024" height_o="528" data-src="https://freight.cargo.site/t/original/i/9d7c6a00365c266e0b6cde1200743b0ccad437e92f8c18e8799501fe4839f4cb/02_Clue_-Billboard_Closeup_CURVES.png" data-mid="184712167" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/1000/i/9d7c6a00365c266e0b6cde1200743b0ccad437e92f8c18e8799501fe4839f4cb/02_Clue_-Billboard_Closeup_CURVES.png" /> <img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/65b42662527ddefc5e9b3b4927c488149e2545ebcf71ee5585d8d6dc4d5ab429/Clue_Social_TimeOfMonthjpg.jpg" data-mid="184289221" border="0" data-scale="33" data-no-zoom src="https://freight.cargo.site/w/1000/i/65b42662527ddefc5e9b3b4927c488149e2545ebcf71ee5585d8d6dc4d5ab429/Clue_Social_TimeOfMonthjpg.jpg" /><img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/028f72bc3cc96a1a50ee1b0b1d7f4d58adc43555b89acac3c389d51d6028db9e/Clue_Social_PlanB.jpg" data-mid="184289223" border="0" data-scale="33" data-no-zoom src="https://freight.cargo.site/w/1000/i/028f72bc3cc96a1a50ee1b0b1d7f4d58adc43555b89acac3c389d51d6028db9e/Clue_Social_PlanB.jpg" /><img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/c3eba8197de4b0320102dfe240277f9fbb3af9386dfd5c051adc0252152557da/Clue_Social_GermanRules-NEW.png" data-mid="186631800" border="0" data-scale="33" data-no-zoom src="https://freight.cargo.site/w/1000/i/c3eba8197de4b0320102dfe240277f9fbb3af9386dfd5c051adc0252152557da/Clue_Social_GermanRules-NEW.png" /> Later, we pitched a last-minute, zero-budget spot to the Berlin-based app because we realized that we had the opportunity to spread the word about Clue even more by targeting sympathetic audiences who live in blue states. The vignettes nodded to TikTok tropes about Americans returning from European vacations to shed light on what Berlin-protected freedoms actually look like in a post-Roe world. We shot it on my iPhone during a spring weekend in Brooklyn. When we showed this custom :15 to the client, the first thing she said was “I have that shacket from Uniqlo too.”I also wrote some wild posting lines for Berlin. (Someone’s finally putting that German degree to use!) <img width="1800" height="2356" width_o="1800" height_o="2356" data-src="https://freight.cargo.site/t/original/i/a2d806a99555f73e3f846e5c1a289437471b88429686df6aba4e3d019da2f404/In-Berlin-darf-man-das-V3.png" data-mid="190720752" border="0" data-no-zoom="true" alt="You're allowed to do that in Berlin*. *Protect the data of our period tracking app's U.S. users." data-caption="You're allowed to do that in Berlin*. *Protect the data of our period tracking app's U.S. users." src="https://freight.cargo.site/w/1000/i/a2d806a99555f73e3f846e5c1a289437471b88429686df6aba4e3d019da2f404/In-Berlin-darf-man-das-V3.png" /> <img width="1215" height="1590" width_o="1215" height_o="1590" data-src="https://freight.cargo.site/t/original/i/21b643e0111e2ed84a74992328d45f447143baacfb12ff804ae3044d5b2d57ef/Klar-Clue-V4.png" data-mid="190720753" border="0" data-no-zoom="true" alt="Is there a long German word for &quot;privacy-based period tracking app that won't give the data of its American users to the U.S. authorities?&quot; Definitely: Clue." data-caption="Is there a long German word for &quot;privacy-based period tracking app that won't give the data of its American users to the U.S. authorities?&quot; Definitely: Clue." src="https://freight.cargo.site/w/1000/i/21b643e0111e2ed84a74992328d45f447143baacfb12ff804ae3044d5b2d57ef/Klar-Clue-V4.png" /> I assumed the roles of creative, account, project manager, media, business affairs, producer, director, editor, audio mixer, and probably more for months. For a cause like this, I’d do it again in a heartbeat. Made across a nine-hour time difference. https://amychar.com/Taco-Bell-Tacos-IRL Sun, 03 May 2026 18:07:31 +0000 Amy Char // Copywriter https://amychar.com/Taco-Bell-Tacos-IRL ︎&nbsp; &nbsp; Email︎︎&nbsp; &nbsp; LinkedIn︎︎&nbsp; &nbsp; Spotify︎ Xbox, Series S Toy Stories︎ Kona Big Wave, Liquid Aloha︎ Clue, From Berlin With Solidarity︎ Taco Bell, Tacos IRL︎ LinkedIn, Crown Conversations︎ Cannes Young Lions︎ Taco Bell, u/tmanowen's Adventure︎ LinkedIn, Fresh Starts︎ Xbox, Power Your Dreams︎ CA Dept of Public Health, Facts Fight Fentanyl︎ Ubisoft, Spec Ops 101︎ Ubisoft, Calling All Ghosts︎ Photography︎ College Radio︎ Journalism︎ TACO BELL TACOSIRL Taco Bell wanted to make National Taco Day global, but most people aren’t familiar with tacos. We turned the taco emoji everyone had on their phones into a free IRL taco. &nbsp;PRESS:&nbsp;Muse By Clios&nbsp;· Little Black Book&nbsp;· The Drum&nbsp;· Campaign UK&nbsp;· Mirror UK&nbsp;· Geek Publicitário&nbsp;· Broadsheet Australia KFC has 27,000 restaurants outside of the United States. Taco Bell? Just 1,100. Taco Bell desperately needed to build brand awareness and taco awareness internationally. No matter where you live, you’re probably on your phone a lot. Which means you already have a taco in your hand – in the form of the emoji. For National International Taco Day, we built a global mobile-first campaign across Taco Bell’s 23 markets, letting anyone text us the 🌮 for a free taco. A simple emoji delivered the brand’s highest weekly international sales to date. <img width="720" height="720" width_o="720" height_o="720" data-src="https://freight.cargo.site/t/original/i/3dfceb088ceeea6372207af0ede5679ad3873d02ad2258add8bb067a36d127d7/whatsapp-gif.gif" data-mid="247823023" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/720/i/3dfceb088ceeea6372207af0ede5679ad3873d02ad2258add8bb067a36d127d7/whatsapp-gif.gif" />&nbsp;&nbsp;<img width="540" height="540" width_o="540" height_o="540" data-src="https://freight.cargo.site/t/original/i/e2f5232af304a0e62d6b796170f84aa6e58ccaad5ec63fa803450c9f3ae859d0/whatsapp-gif-2.gif" data-mid="247823024" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/540/i/e2f5232af304a0e62d6b796170f84aa6e58ccaad5ec63fa803450c9f3ae859d0/whatsapp-gif-2.gif" /><img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2580d0e6a4976cccd255d18baefc4c8a4f973200ec9717e70ba022c5780951e3/employee-4.jpg" data-mid="247823119" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/1000/i/2580d0e6a4976cccd255d18baefc4c8a4f973200ec9717e70ba022c5780951e3/employee-4.jpg" />&nbsp; <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c6ea0c2d6fd2064d67ae2b3ebf5a4acd8bc334e91bd07b12b13ff58141d5c66d/employee-1.jpg" data-mid="247823116" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/1000/i/c6ea0c2d6fd2064d67ae2b3ebf5a4acd8bc334e91bd07b12b13ff58141d5c66d/employee-1.jpg" />&nbsp;&nbsp;<img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0a0fd0bc5bbc657134aff09b01d136a02afdf48070149452d2b07a38939173d9/employee-2.jpg" data-mid="247823117" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/1000/i/0a0fd0bc5bbc657134aff09b01d136a02afdf48070149452d2b07a38939173d9/employee-2.jpg" /><img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ccbb901da39a456916172bed904aaed155290dec91a26e6571c4b5094ae300a9/teaser-2.jpg" data-mid="247823113" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/1000/i/ccbb901da39a456916172bed904aaed155290dec91a26e6571c4b5094ae300a9/teaser-2.jpg" />&nbsp; <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5bce80d0ed0f46885ea45ccbaf069e0fc969714be74f22d29093add054b70324/teaser-3.jpg" data-mid="247823114" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/1000/i/5bce80d0ed0f46885ea45ccbaf069e0fc969714be74f22d29093add054b70324/teaser-3.jpg" />&nbsp;&nbsp;<img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/3da17988214ca5a8242341c70eb251843debe43b93d526f86b8c9a3255919e3f/teaser-4.jpg" data-mid="247823115" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/1000/i/3da17988214ca5a8242341c70eb251843debe43b93d526f86b8c9a3255919e3f/teaser-4.jpg" /><img width="2528" height="1684" width_o="2528" height_o="1684" data-src="https://freight.cargo.site/t/original/i/c1bdbe4a88bc63cf26be55af2647285dfe3ec32b06fb8e7f0df7963c5f896bf8/amsterdam-ooh.png" data-mid="247831041" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/c1bdbe4a88bc63cf26be55af2647285dfe3ec32b06fb8e7f0df7963c5f896bf8/amsterdam-ooh.png" /> Cheers to the UK market for posting this tutorial ahead of the promotion. <img width="400" height="500" width_o="400" height_o="500" data-src="https://freight.cargo.site/t/original/i/2eb432556f6d860d3f40d25afa3c7e010cada7947de264d93eb3a54efadd4784/text-1-v2.gif" data-mid="247858430" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/400/i/2eb432556f6d860d3f40d25afa3c7e010cada7947de264d93eb3a54efadd4784/text-1-v2.gif" />&nbsp;&nbsp;<img width="400" height="500" width_o="400" height_o="500" data-src="https://freight.cargo.site/t/original/i/89633b74fe3d0e2c38b405e01aa3640457129e943235d24d0d267db8c74f57c9/text-2-v2.gif" data-mid="247858431" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/400/i/89633b74fe3d0e2c38b405e01aa3640457129e943235d24d0d267db8c74f57c9/text-2-v2.gif" /> Sticking with the international theme, we partnered with a Swedish animation company to create more assets for markets to roll out on social. <img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/fcf686395b5ed1d848f3cfc224677c6cbbee44bebdf0e40f9332c6e0f9ffebd2/brikk-gif-1-optimized.gif" data-mid="247824415" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/500/i/fcf686395b5ed1d848f3cfc224677c6cbbee44bebdf0e40f9332c6e0f9ffebd2/brikk-gif-1-optimized.gif" />&nbsp;&nbsp;<img width="500" height="500" width_o="500" height_o="500" data-src="https://freight.cargo.site/t/original/i/80ba094601587ea45a00f819a81ea111bee67bc1a33c4be1e1dd91e23cf80e61/brikk-gif-2.gif" data-mid="247824416" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/500/i/80ba094601587ea45a00f819a81ea111bee67bc1a33c4be1e1dd91e23cf80e61/brikk-gif-2.gif" /> Some markets, like Spain and Indonesia, went beyond the templatized assets we created for them and went wild with their interpretations of the visual identity. <img width="540" height="540" width_o="540" height_o="540" data-src="https://freight.cargo.site/t/original/i/b005365d426540cbd2b858bac7d37b6dc46755b888f0d5f4aeaeb6ded9883212/spain-gif.gif" data-mid="247824570" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/540/i/b005365d426540cbd2b858bac7d37b6dc46755b888f0d5f4aeaeb6ded9883212/spain-gif.gif" />&nbsp; <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/22d03dfab07d670b0e7145e223bb65f1d946d2f1f070af03c1bdd8b6d4dece1f/asset-2.jpg" data-mid="247824457" border="0" data-scale="32" src="https://freight.cargo.site/w/1000/i/22d03dfab07d670b0e7145e223bb65f1d946d2f1f070af03c1bdd8b6d4dece1f/asset-2.jpg" />&nbsp;&nbsp;<img width="720" height="720" width_o="720" height_o="720" data-src="https://freight.cargo.site/t/original/i/f372f9da60384521fdbded97be51e8d23d7b57acc2ab9e21294af886bb41e6fd/asset-3-gif.gif" data-mid="247824458" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/720/i/f372f9da60384521fdbded97be51e8d23d7b57acc2ab9e21294af886bb41e6fd/asset-3-gif.gif" /> We encouraged markets to partner with local Gen Z content creators to get the word out on TikTok. And Chunkz, a British influencer with 6 million TikTok followers, served the first 100 people in line at the London Baker Street store. <img width="640" height="800" width_o="640" height_o="800" data-src="https://freight.cargo.site/t/original/i/5137934774ce3a21f03e779de691f2714eb702b4a20400e4a16ebfe80c74726c/Chunkz-2-640x800.jpg" data-mid="250530087" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/640/i/5137934774ce3a21f03e779de691f2714eb702b4a20400e4a16ebfe80c74726c/Chunkz-2-640x800.jpg" />&nbsp;&nbsp;<img width="640" height="800" width_o="640" height_o="800" data-src="https://freight.cargo.site/t/original/i/4095ff3abcdbeeabecab0b93d960f9f4002a643a309a8a04355d534bed5ca7ca/rn0c7969.png" data-mid="250530086" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/640/i/4095ff3abcdbeeabecab0b93d960f9f4002a643a309a8a04355d534bed5ca7ca/rn0c7969.png" /><img width="1280" height="854" width_o="1280" height_o="854" data-src="https://freight.cargo.site/t/original/i/f17b14b521e308b8f83fa878e131233b371c7a7a916aeaab0be038a4134baba1/TacoBell_Chunkz.jpg" data-mid="250347184" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/f17b14b521e308b8f83fa878e131233b371c7a7a916aeaab0be038a4134baba1/TacoBell_Chunkz.jpg" /> Made at Deutsch. https://amychar.com/LinkedIn-Crown-Conversations Wed, 07 Jun 2023 05:27:40 +0000 Amy Char // Copywriter https://amychar.com/LinkedIn-Crown-Conversations ︎&nbsp; &nbsp; Email︎︎&nbsp; &nbsp; LinkedIn︎︎&nbsp; &nbsp; Spotify︎ Xbox, Series S Toy Stories︎ Kona Big Wave, Liquid Aloha︎ Clue, From Berlin With Solidarity︎ Taco Bell, Tacos IRL︎ LinkedIn, Crown Conversations︎ Cannes Young Lions︎ Taco Bell, u/tmanowen's Adventure︎ LinkedIn, Fresh Starts︎ Xbox, Power Your Dreams︎ CA Dept of Public Health, Facts Fight Fentanyl︎ Ubisoft, Spec Ops 101︎ Ubisoft, Calling All Ghosts︎ Photography︎ College Radio︎ Journalism︎ LINKEDIN CROWNCONVERSATIONS Professional conversations happen on LinkedIn. But no one talked about challenging hair bias. We started the conversation in a salon, a space of real talk. &nbsp;Black hair is 2.5x more likely to be considered unprofessional. As the platform where professional identity lives, LinkedIn had a role to play in redefining “professional.”For Black women, the salon is a place of community. So at Essence Fest (one of the biggest celebrations of Black culture), LinkedIn created its own salon to host an unscripted conversation about hair bias, then brought it back to the platform where professional conversations live. The full conversation was 90 minutes. I pored over the transcript to get it down to a longform and a custom shortform. &nbsp; Who said social posts can’t be fun? On every single LinkedIn brief before this, the group account director reminded us that videos on LinkedIn play on mute by default. To our clients’ delight, this video teaser nodded to this native platform quirk and gave meaning to the “unmute” function. We redefined the poll feature by turning the choices from statements of opinion into statements of fact, prompting allies to step up. <img width="2036" height="2540" width_o="2036" height_o="2540" data-src="https://freight.cargo.site/t/original/i/d20535d53842c48e625bb439d3d2ae3c94be5f778d82145ff5917e9fe02c9f0a/LinkedIn-Dove.png" data-mid="246303552" border="0" data-scale="50" data-no-zoom src="https://freight.cargo.site/w/1000/i/d20535d53842c48e625bb439d3d2ae3c94be5f778d82145ff5917e9fe02c9f0a/LinkedIn-Dove.png" /> Made at 215 McCann. https://amychar.com/Cannes-Young-Lions-Finalist Sat, 29 Apr 2023 18:33:29 +0000 Amy Char // Copywriter https://amychar.com/Cannes-Young-Lions-Finalist ︎&nbsp; &nbsp; Email︎︎&nbsp; &nbsp; LinkedIn︎︎&nbsp; &nbsp; Spotify︎ Xbox, Series S Toy Stories︎ Kona Big Wave, Liquid Aloha︎ Clue, From Berlin With Solidarity︎ Taco Bell, Tacos IRL︎ LinkedIn, Crown Conversations︎ Cannes Young Lions︎ Taco Bell, u/tmanowen's Adventure︎ LinkedIn, Fresh Starts︎ Xbox, Power Your Dreams︎ CA Dept of Public Health, Facts Fight Fentanyl︎ Ubisoft, Spec Ops 101︎ Ubisoft, Calling All Ghosts︎ Photography︎ College Radio︎ Journalism︎ CANNES U.S. YOUNG LIONS FINALIST The ad industry knows how to sell anything. Except itself. Before there was a pipeline problem, there was an awareness problem. So we advertised advertising. AWARD: U.S. Cannes Young Lion (Print – Silver) The advertising industry has a diversity problem. It begins with how hard it is for historically excluded groups to even learn about its careers. It was pure luck and fate that I even discovered advertising. I was a college student who loved writing and Berlin (two of those three things are still true) when I had a chance conversation with a stranger in a park who mentioned Miami Ad School. I noticed that they had a location in Berlin and well, here we are today. <img width="2550" height="5208" width_o="2550" height_o="5208" data-src="https://freight.cargo.site/t/original/i/3836460ebd203528579c9e71ddbd88517e61565d3b07d384cbb53b0e9cacce16/P-107-052-JPG.jpg" data-mid="177134868" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/3836460ebd203528579c9e71ddbd88517e61565d3b07d384cbb53b0e9cacce16/P-107-052-JPG.jpg" /> Made with the daily gratitude that I even get to work in this industry. https://amychar.com/Taco-Bell-u-tmanowen-s-Adventure Tue, 11 May 2021 03:15:17 +0000 Amy Char // Copywriter https://amychar.com/Taco-Bell-u-tmanowen-s-Adventure ︎&nbsp; &nbsp; Email︎︎&nbsp; &nbsp; LinkedIn︎︎&nbsp; &nbsp; Spotify︎ Xbox, Series S Toy Stories︎ Kona Big Wave, Liquid Aloha︎ Clue, From Berlin With Solidarity︎ Taco Bell, Tacos IRL︎ LinkedIn, Crown Conversations︎ Cannes Young Lions︎ Taco Bell, u/tmanowen's Adventure︎ LinkedIn, Fresh Starts︎ Xbox, Power Your Dreams︎ CA Dept of Public Health, Facts Fight Fentanyl︎ Ubisoft, Spec Ops 101︎ Ubisoft, Calling All Ghosts︎ Photography︎ College Radio︎ Journalism︎ TACO BELL u/TMANOWEN’SADVENTURE Taco Bell fans don’t just crave it. They build community around it. We turned a fan’s epic Reddit post into a film created by the fandom itself. PRESS:&nbsp;Thrillist&nbsp;· Muse By Clios&nbsp;· The Drum&nbsp;· Orange County Business Journal&nbsp;· Little Black Book Reddit is where people go to talk about what really matters to them. For u/tmanowen, that meant&nbsp;writing a post in Taco Bell’s official subreddit about traveling 900 miles to get a Quesalupa. To honor his obsession and celebrate the Quesalupa’s return to the menu, we turned his post into an animated short created entirely by the community — brought to life in 11 distinct styles, scored by a Redditor, and voiced by the fan himself. <img width="1386" height="2980" width_o="1386" height_o="2980" data-src="https://freight.cargo.site/t/original/i/953b8840d8477ad9681709bbc148dec4b4c061d77bf6bf702fa177d5ee0a9a32/original-post.png" data-mid="247608739" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/953b8840d8477ad9681709bbc148dec4b4c061d77bf6bf702fa177d5ee0a9a32/original-post.png" /><img width="800" height="550" width_o="800" height_o="550" data-src="https://freight.cargo.site/t/original/i/406a31a77378286618117cded8f7b963df2b6ef210ce7f94c32ef57632099eb4/ezgif-7b1c7abcbd931aa7.gif" data-mid="247805190" border="0" data-no-zoom src="https://freight.cargo.site/w/800/i/406a31a77378286618117cded8f7b963df2b6ef210ce7f94c32ef57632099eb4/ezgif-7b1c7abcbd931aa7.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/59144c04d0efa8ccd3298092ccf2128410cebfe1cefce5f2b2cd6f54ea7d80e4/GIF-1.gif" data-mid="109223706" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/800/i/59144c04d0efa8ccd3298092ccf2128410cebfe1cefce5f2b2cd6f54ea7d80e4/GIF-1.gif" />&nbsp;&nbsp;<img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/c7471a722eb398daeeecfa7bd7a666d2a7dd2edf57c32f6e5ef233501743a63b/GIF-10.gif" data-mid="109223716" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/600/i/c7471a722eb398daeeecfa7bd7a666d2a7dd2edf57c32f6e5ef233501743a63b/GIF-10.gif" />&nbsp;&nbsp;<img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/d7e81d020b13a20bcd4a2110c5ea6ddf26ea19a65fe2d8cb63497987f580d01e/GIF-2.gif" data-mid="109223707" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/600/i/d7e81d020b13a20bcd4a2110c5ea6ddf26ea19a65fe2d8cb63497987f580d01e/GIF-2.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/97ef174529e52d8c6c0021c7c22b606658eb448b7765459519f2b481b3ccc657/GIF-3.gif" data-mid="109223708" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/800/i/97ef174529e52d8c6c0021c7c22b606658eb448b7765459519f2b481b3ccc657/GIF-3.gif" />&nbsp;&nbsp;<img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/34210c16912597bf5d74ee59517af155a64ff31b1c714095a0f1d6152e7a77a5/GIF-4.gif" data-mid="109223709" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/800/i/34210c16912597bf5d74ee59517af155a64ff31b1c714095a0f1d6152e7a77a5/GIF-4.gif" />&nbsp;&nbsp;<img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/8c4582a56db2ccdd852b53e3b98ccf8e016580f01d4ff7864c9742cf40391deb/GIF-5.gif" data-mid="109223710" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/800/i/8c4582a56db2ccdd852b53e3b98ccf8e016580f01d4ff7864c9742cf40391deb/GIF-5.gif" /> <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/00acb52851686c73d0b3a3a2c221a1d6f0e2951e64e4972030661e893cf9bcbb/GIF-6.gif" data-mid="109223711" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/800/i/00acb52851686c73d0b3a3a2c221a1d6f0e2951e64e4972030661e893cf9bcbb/GIF-6.gif" />&nbsp;&nbsp;<img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/1e698f9b6621df474ad5a241a7961f8ea6b4b3f271adf7a4bb5d7c395be255b5/GIF-7.gif" data-mid="109223713" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/800/i/1e698f9b6621df474ad5a241a7961f8ea6b4b3f271adf7a4bb5d7c395be255b5/GIF-7.gif" />&nbsp;&nbsp;<img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/3876f40989c9856c24cca4d6fa59ad1a093032db400842a7e4669eef80a54a12/GIF-9.gif" data-mid="109223715" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/600/i/3876f40989c9856c24cca4d6fa59ad1a093032db400842a7e4669eef80a54a12/GIF-9.gif" /><img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/ffb9b26ab9ba84d2d75c18a69027417aa9df27a9855d71caeb8e0eebb6319500/GIF-11.gif" data-mid="109223717" border="0" data-no-zoom src="https://freight.cargo.site/w/800/i/ffb9b26ab9ba84d2d75c18a69027417aa9df27a9855d71caeb8e0eebb6319500/GIF-11.gif" /> Made at Deutsch. https://amychar.com/LinkedIn-Fresh-Starts Sat, 16 Sep 2023 04:06:22 +0000 Amy Char // Copywriter https://amychar.com/LinkedIn-Fresh-Starts ︎&nbsp; &nbsp; Email︎︎&nbsp; &nbsp; LinkedIn︎︎&nbsp; &nbsp; Spotify︎ Xbox, Series S Toy Stories︎ Kona Big Wave, Liquid Aloha︎ Clue, From Berlin With Solidarity︎ Taco Bell, Tacos IRL︎ LinkedIn, Crown Conversations︎ Cannes Young Lions︎ Taco Bell, u/tmanowen's Adventure︎ LinkedIn, Fresh Starts︎ Xbox, Power Your Dreams︎ CA Dept of Public Health, Facts Fight Fentanyl︎ Ubisoft, Spec Ops 101︎ Ubisoft, Calling All Ghosts︎ Photography︎ College Radio︎ Journalism︎ LINKEDIN FRESHSTARTS Instead of leading with what AI can do, we showed what people went through. We launched LinkedIn Premium’s tools with the heartbreak and hope of the job search. &nbsp;The blinking cursor. The blank page. The sea of job results. There’s gotta be a better way to start a job search. Just thinking about it makes me overwhelmed. LinkedIn Premium has a few features that help alleviate that stress so job seekers feel more confident, but no one really knows about them. With just 5&nbsp;½ weeks from briefing to live date, we told the emotional stories behind these features to drive new Premium memberships. <img width="475" height="267" width_o="475" height_o="267" data-src="https://freight.cargo.site/t/original/i/6fac5e1ba477b70b239fe5c30222c26dde5865634e6481a650f4fe71f6a5ad0c/CROPPED-Over-and-Over-1.gif" data-mid="193527265" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/475/i/6fac5e1ba477b70b239fe5c30222c26dde5865634e6481a650f4fe71f6a5ad0c/CROPPED-Over-and-Over-1.gif" />&nbsp;&nbsp;<img width="599" height="337" width_o="599" height_o="337" data-src="https://freight.cargo.site/t/original/i/a1e2d84b337aba6846aed4ae69089a1ff73c188aeadff381fdd24c93d9a4cf4d/CROPPED-Over-and-Over-2.gif" data-mid="193527257" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/599/i/a1e2d84b337aba6846aed4ae69089a1ff73c188aeadff381fdd24c93d9a4cf4d/CROPPED-Over-and-Over-2.gif" /><img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/6d1f705d14806d09797a5b1f66e0834fe9cf3ffc2297dd93379c9ed1e1535075/ezgif-5-b4a04bce00.gif" data-mid="193444840" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/800/i/6d1f705d14806d09797a5b1f66e0834fe9cf3ffc2297dd93379c9ed1e1535075/ezgif-5-b4a04bce00.gif" />&nbsp;&nbsp;<img width="629" height="354" width_o="629" height_o="354" data-src="https://freight.cargo.site/t/original/i/2b544c4ff45f43e91b03b246ec35182f71b35dab527f2f0121f8dacaa04fa33d/CROPPED-Stare-Down-1.gif" data-mid="193527255" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/629/i/2b544c4ff45f43e91b03b246ec35182f71b35dab527f2f0121f8dacaa04fa33d/CROPPED-Stare-Down-1.gif" /> Top Applicant only shows you the jobs that you’re most qualified for, so you aren’t stuck in a loop and aimlessly applying. And if the blinking cursor haunts your every waking thought when you have writer’s block, AI Message Drafts helps write a first draft of a cold outreach message to recruiters.&nbsp; I also got 18 mosquito bites during this shoot. Made at 215 McCann. https://amychar.com/Xbox-Power-Your-Dreams Sat, 19 Aug 2023 03:45:04 +0000 Amy Char // Copywriter https://amychar.com/Xbox-Power-Your-Dreams ︎&nbsp; &nbsp; Email︎︎&nbsp; &nbsp; LinkedIn︎︎&nbsp; &nbsp; Spotify︎ Xbox, Series S Toy Stories︎ Kona Big Wave, Liquid Aloha︎ Clue, From Berlin With Solidarity︎ Taco Bell, Tacos IRL︎ LinkedIn, Crown Conversations︎ Cannes Young Lions︎ Taco Bell, u/tmanowen's Adventure︎ LinkedIn, Fresh Starts︎ Xbox, Power Your Dreams︎ CA Dept of Public Health, Facts Fight Fentanyl︎ Ubisoft, Spec Ops 101︎ Ubisoft, Calling All Ghosts︎ Photography︎ College Radio︎ Journalism︎ XBOX POWER YOURDREAMS Xbox had just become the biggest gaming brand in the world. We powered on the next chapter during TwitchCon with the first-ever 3D anamorphic takeover of the Sphere. &nbsp;PRESS: IGN · Gamespot&nbsp;·&nbsp;The Verge&nbsp;· Eurogamer&nbsp;· Little Black Book&nbsp;·&nbsp;r/Xbox subreddit AWARD:&nbsp;MUSE Creative Awards (Out-of-Home – Platinum) The Sphere in Las Vegas is the same shape as the Xbox logo. TwitchCon, one of the biggest gaming conventions, happened in Vegas right before our brand campaign launch. It coincided with the acquisition live date of Activision Blizzard. In our dreams, right? Which is why the stars actually aligned that way. PlayStation had the Sphere the day after us... you snooze, ya lose. And 48 hours later, our takeover had received 40 million views, 1.3 million social engagements, and coverage in 45 press articles. <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/496d73a038caa0321a9c0d8ac8fec958096bcc149d6a7416633411c14b4912c8/Sphere-GIF-1.gif" data-mid="195872931" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/800/i/496d73a038caa0321a9c0d8ac8fec958096bcc149d6a7416633411c14b4912c8/Sphere-GIF-1.gif" />&nbsp;&nbsp;<img width="400" height="225" width_o="400" height_o="225" data-src="https://freight.cargo.site/t/original/i/ad59c417f96c0d626b4c82783a3eb7443e5615642b2126515e906ded45cf103d/Sphere-GIF-2.gif" data-mid="195872930" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/400/i/ad59c417f96c0d626b4c82783a3eb7443e5615642b2126515e906ded45cf103d/Sphere-GIF-2.gif" /><img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/ef2177bd288d67f6a75f7daafe2b46f0daf5e848ba36c0e5b54ff7218922f40b/Sphere-GIF-3.gif" data-mid="195872928" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/600/i/ef2177bd288d67f6a75f7daafe2b46f0daf5e848ba36c0e5b54ff7218922f40b/Sphere-GIF-3.gif" />&nbsp;&nbsp;<img width="600" height="338" width_o="600" height_o="338" data-src="https://freight.cargo.site/t/original/i/f81f4f0d80c0dfd740fa29c2347a392150a5ecc269c4729f12fb3de716f407c3/Sphere-GIF-4.gif" data-mid="195872926" border="0" data-scale="49" data-no-zoom src="https://freight.cargo.site/w/600/i/f81f4f0d80c0dfd740fa29c2347a392150a5ecc269c4729f12fb3de716f407c3/Sphere-GIF-4.gif" /> We continued to rally gamers on TikTok. Knowing that no one actually hops online in five minutes when their friend texts them "on in 5?" our challenge showed all the side quests that gamers go on first. (After we sold this in, Xbox handed it off to a social partner agency to produce.) The videos got 256 million views, 180 million impressions, and 19.2 million engagements. Plus, 100,000 more people started following @xbox on TikTok. <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/4d29399166124535022480cd50dbbaf0c6fe18836d12ec8e50ea4fe9d0efaeb5/xbox-gif-optimized.gif" data-mid="247204662" border="0" data-no-zoom src="https://freight.cargo.site/w/800/i/4d29399166124535022480cd50dbbaf0c6fe18836d12ec8e50ea4fe9d0efaeb5/xbox-gif-optimized.gif" /> Made at 215 McCann. https://amychar.com/California-Department-of-Public-Health-Facts-Fight-Fentanyl Sun, 21 Jul 2024 18:07:18 +0000 Amy Char // Copywriter https://amychar.com/California-Department-of-Public-Health-Facts-Fight-Fentanyl ︎&nbsp; &nbsp; Email︎ ︎&nbsp; &nbsp; LinkedIn︎ ︎&nbsp; &nbsp; Spotify︎ Xbox, Series S Toy Stories︎ Kona Big Wave, Liquid Aloha︎ Clue, From Berlin With Solidarity︎ Taco Bell, Tacos IRL︎ LinkedIn, Crown Conversations︎ Cannes Young Lions︎ Taco Bell, u/tmanowen's Adventure︎ LinkedIn, Fresh Starts︎ Xbox, Power Your Dreams︎ CA Dept of Public Health, Facts Fight Fentanyl︎ Ubisoft, Spec Ops 101︎ Ubisoft, Calling All Ghosts︎ Photography︎ College Radio︎ Journalism︎ CALIFORNIA DEPARTMENT OF PUBLIC HEALTH FACTS FIGHTFENTANYL Overdoses don’t happen to or around “people like me,” right? Except they can. We placed contextual messages in hyper-personal spaces to turn proximity into responsibility. &nbsp;AWARDS: Shorty Awards (Public Health – Gold) · The Drum Awards (Advertising: Government – Bronze) Fentanyl comes with misconceptions. Many know how dangerous it is, but think “oh, it doesn’t affect me.” Which means naloxone, a spray that reverses an opioid overdose, is stigmatized. But lethal doses of fent have been found in seemingly safer drugs like coke, molly, and fake Adderall and Xanax. 40% of overdose deaths happen around bystanders — which means they could’ve been prevented. Heavy stuff. Before I started at the agency, my creative directors came up with a campaign to deliver facts about fentanyl in a dry, witty, and nonjudgmental tone. I love writing for the internet, so I helped out by extending this messaging to talk to audiences in relatable ways. People on Tinder. <img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/9ea55cd00b14f9001ecef03f9de367c99f42f16287cefe2052a3db085c25725d/taking-home2-2.png" data-mid="219804383" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/1000/i/9ea55cd00b14f9001ecef03f9de367c99f42f16287cefe2052a3db085c25725d/taking-home2-2.png" />&nbsp;&nbsp;<img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/119ab9acda67aaabcd185cd826bdbab012ae515ea83c50f7cc350d1d924c5022/taking-home-2.png" data-mid="219804384" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/1000/i/119ab9acda67aaabcd185cd826bdbab012ae515ea83c50f7cc350d1d924c5022/taking-home-2.png" />&nbsp;&nbsp;<img width="1080" height="1920" width_o="1080" height_o="1920" data-src="https://freight.cargo.site/t/original/i/8422a896113de66d392ba2e17fcb1e2df94de225e2e05d936b2ff6594d367b8a/OPE-V2-bar-screens-1080wx1920h2.png" data-mid="219804385" border="0" data-scale="32" data-no-zoom src="https://freight.cargo.site/w/1000/i/8422a896113de66d392ba2e17fcb1e2df94de225e2e05d936b2ff6594d367b8a/OPE-V2-bar-screens-1080wx1920h2.png" /> And gamers on Twitch. <img width="3034" height="375" width_o="3034" height_o="375" data-src="https://freight.cargo.site/t/original/i/0a2a9cb272a387d7cefa88cb1ab22e10bcc97ac1338c887d72ad573669f659eb/OPE-INVENTORY.png" data-mid="222214773" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/0a2a9cb272a387d7cefa88cb1ab22e10bcc97ac1338c887d72ad573669f659eb/OPE-INVENTORY.png" /><img width="3034" height="376" width_o="3034" height_o="376" data-src="https://freight.cargo.site/t/original/i/c7bc0e3129f149fe03d85ba2b5a494d01420405b938d6255e0c46844c20b3607/OPE-SPAWN.png" data-mid="222214778" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/c7bc0e3129f149fe03d85ba2b5a494d01420405b938d6255e0c46844c20b3607/OPE-SPAWN.png" /><img width="3034" height="375" width_o="3034" height_o="375" data-src="https://freight.cargo.site/t/original/i/4f9c30bf4a35a1a00e4c9c0c898c15d4de540d572a93703f3ee8667dfb5888ae/OPE-MULTIPLAYER.png" data-mid="222214774" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/4f9c30bf4a35a1a00e4c9c0c898c15d4de540d572a93703f3ee8667dfb5888ae/OPE-MULTIPLAYER.png" /><img width="3034" height="376" width_o="3034" height_o="376" data-src="https://freight.cargo.site/t/original/i/349d2a10b138d0a7ebd0f1a0dd6b5bde23777deb7eb20fd3651dcd2141b89427/OPE-SIDEQUEST_2.png" data-mid="222214775" border="0" data-no-zoom src="https://freight.cargo.site/w/1000/i/349d2a10b138d0a7ebd0f1a0dd6b5bde23777deb7eb20fd3651dcd2141b89427/OPE-SIDEQUEST_2.png" /> This radio ad appeared on EDM Spotify and YouTube playlists.&nbsp; And these TikToks targeted... well, anyone who’s ever been on TikTok.  In California, overdoses now kill over twice as many people than car accidents. Harm reduction saves lives. Get&nbsp;fentanyl test strips on Amazon and find free narcan near you. Made at Duncan Channon.