For the two years after school, I worked at G/M/M/B in Washington, DC. You may not know them, but they’re not really in advertising the way most of advertising is in advertising. What they/we did is specialize in political causes and social issues and they generally want to make the world a better place. Coming out of school, I wasn’t entirely sure that was what I wanted to do, and being there, I’m not entirely sure it’s what I accomplished, but going there was just about the most interesting decision on the ground. Additionally, a guy named Kirk Souder was there as their new ECD and, as I read on the internet, he’s something famous in the industry. So I went and I learned and Kirk allowed me and my partner and everyone, really, to come up with big, big ideas that for one reason or another, never could really get off the ground.

The following are a few of the bits and bobs I liked the most. Some got made. Some didn’t.

'Nothing signifies a good fucking like the creation of a new word.' Keeping up a reputation as the city
that never sleeps means a shitload in wasted electricity. New York's DOE charged us with getting
New Yorkers to turn off and unplug. Our solution? To create a brand that wasn't so government-y,
and a word that stands for lost energy the way that 'recycling' stands for salvageable trash.

The word was plastered on everyday household objects to make the connection.
Accompanying it was a simple fact about New York's energy waste.

Unwaste :30 TV
Sounds. As you might be able to guess, it's better when you turn up your speakers.

Pass: slashno

Tobacco Free Florida - Memento
People want to quit, but they’ve got the same problem as every single living human on the planet – they forget. This ring serves the same purpose as tying a piece of string around your finger. Personalized customizations serve as a constant reminder of why they’re doing this (or who they’re doing this for), to be fitted around the two fingers typically used to hold a cigarette.

Tobacco Free Florida - Web
Every cigarette takes 14 minutes off of your life, with addicts eventually losing entire years off the end. They typically explain this away as 'the sucky years, anyway.' This was an attempt to reframe what a year of your life could be, with one recovering tobacco user getting a chance to win back a year of their life that was lost to tobacco, doing all of the things they were saving for later.

Consumers Union - Event
Consumer Reports had a new magazine, which compared prescription and OTC drugs for the very first time.
They needed a lot of people to pick up a lot of magazines very quickly. Solution: people in suits.
Doctors from Consumer Reports pitted giant pills in rigorous and inhumane tests for 7 days inside DC's Union Station.

Consumers Union - Print
The print leading them to the event.

Girl Up - Posters
Posters made for the United Nations' 'Girl Up,' a campaign to empower young girls in America to help young girls in third-world countries.

Girl Up - Fashion concept
Rather than get girls to buy a shirt with a logo, we thought they could show their support for girls in other countries in a more direct, fashion-forward way.

GMMB web concept.
Cause + GMMB = We change headlines.

The One Penny

We were challenged with coming up with an idea that proves that Visa's 'digital currency' could make the world better.

So what we thought of was this:

Visa's 'digital currency' occurs as the rate of 10,000 transactions per second, over the course of billions of people. So what if we added a penny to each of those transactions? To fast-forward on the math a little bit, opting in to a program that could cost you between 10$ to 20$ a year could add up to something like $3 billion dollars every year in 'easy charity.' By the very simple and very daily act of commerce, people would unconsciously and habitually contribute to a bank account that would be used to relieve millions of people from the effects of poverty.

Unfortunately, Visa was already getting hit hard on the fees that came with their transactions, so they wouldn't go for it.

But I still think this is an idea that can change the world.