Got A Mall. Got You Covered.

It's not because our media planners are mall rats. Although I'm sure they'd admit to eating an Auntie Anne's soft pretzel or slurping an Orange Julius with a Gap shopping sack (with its classic logo in tact) hanging from the crook of one arm. But malls are a great place to get where people are – with some unexpected messaging. And we don't just mean those rotating poster kiosks.



Our most recent mall attack is an ER campaign for a regional hospital, Unity Health Center. While we'd done our fair share of outdoor for this small-town-provider trying to keep their community close to home vs. trekking an hour to the big city – the mall had been an untapped territory for getting out the word.





It takes a lot of planning and clever use of space to get the best impact out of a wrap like this. You don't want it to look like a flying giant banner accidentally smacked into to the front of the building and just stuck there.





If you asked our media planners (after bribing them with soft pretzels or Gap gift cards of course) to tell you the top four reasons why they recommend mall placement for your messaging, they'd say:

1. It's a perfect example of taking your media message to where people are, as opposed to making them come to you.

2. Like outdoor, but people aren't whizzing past at 60 mph-- they have more time to take the message in.

3. A great medium to tackle that ever elusive tween/teen audience. Several recent studies have been done about the effectiveness of mall advertising against teens.

4. It is a great way to target geographically. If your market potential is several neighborhoods, as opposed to an entire DMA, seek out your local mall. For the most part, people shop, close to where they live or work.

It's why we've "gone to the mall" for clients like Planned Parenthood where we've wrapped unused storefronts strategically located next to family rest & play areas, Buck The Norm with a debt-wise message right around holiday shopping time, and ACOG Clean Air messaging with a giant suspended "square of clean air" over the atrium-style food court and square blue-sky floor clings leading up to all the escalators.



ACOG "Get Square" including mall installation.

Planned Parenthood mall storefront wraps.

Buck The Norm mall banners.

Ye Olde Company Christmas Party

What did we do for our Christmas party this year?
Same thing we do every year.




Drag our significant others along.


Make sure that there's lots of food (...and drink).



Hang out by department.


Look decisively to the left.


Dance!


Play fight (no- really).

And generally serve up all kinds of Christmas cheer, Third Degree-style.

Now: onto 2011!

Open. Honest. Hardrocking: Credit Union Internal Rebrand Launch

ABNB Federal Credit Union is a progressive, people-friendly credit union out of Virginia that prides itself on being open, honest, and hardworking – and they needed a platform that would reflect that.





And that's where Third Degree came in. Ta-da!

ABNB whole-heartedly embraced their new look, and wanted to make sure their employees felt the love before unveiling it to the rest of the world. Smart. They launched the brand internally first, and made a day of it!

We made these cool internal culture books for each of their employees. They tell the ABNB story and introduce everyone to all the upcoming awesomeness.



"Better than a bank" was ABNB's previous tagline. But we thought we could make it... well... better.







ABNB was actually considering a possible name change as part of the rebrand. But decided to embrace telling their story versus changing out the sign on the door.

"What ABNB Stands For Today: So while Amphibious Based Naval Base has come and gone, the acronym, ABNB, is here to stay. Why? Because it has come to stand for so much more. Our employees sometimes joke it stands for Apples Bananas Nuts and Berries. But when they wear that ABNB logo, or say they work at ABNB, they know it's special. Perhaps Able, Brilliant, Nice, Brave are words more fitting of our credit union. But when it comes down to it, we have more than words to tell our story. At ABNB, our actions speak volumes."





ABNB had their corporate headquarters wrapped and lightpole-banner-ed out to surprise the employees for the internal launch event. They've since wrapped all 13 of their branches as well.



The all-staff event included ABNB VPs leading skits, sharing stories and singing songs to get everyone excited about the new brand. Rock on.



When there's fake mustaches, you know it's serious.



And each employee left with a small gift (branded,of course ) as well as a homemade mixed CD from their CEO to help express... well, his feeling, naturally.



Of course, never underestimate the power of video to bring an idea to life. The brand video was played at the internal launch, as well, and has since become the platform for a series of spots, as the brand is now in the external phase of it's launch, with television, radio, in-branch signage, merchandising, video and web. So ABNB can let the rest of the world know exactly how open, honest and hardworking they really are.

We Creatived. We Forumed.

Today wraps up the last day of the Creative World Forum 2010, which was held in Oklahoma City this year, and within walking distance of Third Degree.



This map was helpful, I almost made the wrong turn at the end of our street. Whew! I could have ended up in Catalonia.



And actually, helpful, was my first impression of the conference. As I was greeted at about every three feet by a friendly, smiley, shiny, happy, young student ready to help us creativity-seekers find our way. They were everywhere. And so were these...



These amazing, weird, cool balloon sculptures by artist Jason Hackenwerth. They were part of a "Branching Out" theme woven through the conference.



You can even get inside them. That is if you don't have a phobia of a.) small confined spaces b.) insect-like appendages or possibly even c.) cow udders. I thought these things were the bee's knees. Or should I say, the bee's fuzzy appendages.

The balloon sculptures were just a hint of how well produced the opening ceremonies would be (full orchestra, theatrics galore, and some stirring Native American performances) and what fantastic speakers would start the show.



Like the Toms Shoes founder and "chief shoe giver" Brandon Myoskie. And this guy, Blake Logan, an Oklahoman born boy, who just happens to be the president of Oprah! I mean Harpo! (Same thing. No, literally, same thing, just spelled backwards.)



From Daniel Pink, author of A Whole New Mind (Roy loves this guy, FYI), to David Pogue who helps all us dummies, to Sir Ken Robinson who is a world speaker and thinker on finding your creativity and passion and how the education system doesn't help you do either, but should. Plus, he could have spoken all day in his lovely accent, with his dashing cane, and his salt-and-pepper hair and suave glasses... oops, I digress.



Other people could digress as well. In between sessions this labyrinth was among many interesting and entertaining diversions. I think there was a Thriller flash mob even at some point. I missed that one.



The Wishing Well, water for the world project was a big presence as the conference. Over a hundred students walked barefoot carrying jugs of dirty water across downtown and right up onto the arena stage. Then a gospel choir sang We Are The World.

It sounds hokey. It seemed hokey, honestly, when it was happening.

But tell that to the business man sitting next to me who was trying not to notice as I was trying to pretend I wasn't wiping the tears off my neck (you know it's bad when they have run past your face, but then you can usually just use your collar at that point).



I decided to send Daniel in my place the second day (with my pass). I know, shady behavior.

But I thought he could use a good inspirational cry. But the robot dude just got all uber-geeky-nerdy inspired by these bad-ass "agents of the future" speakers Pranav Mistry and Andrew Zolli as they debated whether people should have moments of disconnection from the flow of technology or if they should be constantly immersed. And that's my dumbed-down version of how he excitedly described it to me. I think most of the audience probably tuned out as those two guys started their super-cerebral debate. Daniel ate it up.

In fact, he had to wipe the drool off his neck. You know it's bad when it's gotten down past your face.

I recommend using the collar.

Buck The Norm: We're Going To Need A Bigger Boat

Looking for our Buck the Norm parade float case study? Find it on our new site!

Third Degree Monster Mash

Never ones to shy away from drama, or costumes... or a theme, we Third Degree-ers had to come up with a dress-up theme that would meet the standard we set with our Mad Men Halloween from last year. So what to do? What to do?



When in doubt. Go classic Hollywood movie monsters.



Tara, Creative Director, Bride of Frankenstein (with $8 worth of hairspray holding up one hair-do)



Daniel, Senior Art Director, The Wolfman (during transformation)



Brett, Art Director, The Invisible Man



We didn't even see him coming.



Jared, Account Coordinator, Chef from Blood Feast (did we mention part of our Halloween tradition is a potluck lunch?)



Amanda, Director of Strategic Planning, (and Strategic Vamping) as Bride of Dracula



Amy, Director of Marketing, Cleopatra and her Mummies



Misty, Operations Coordinator and Mutant Spider



Bring on the atomic mutant bugs! Caroline, Admin Assistant, as an Atomic Ant



No wire hangers!!! Account Executive Natalie as everyone's favorite silver screen mom, Joan Crawford in Mommie Dearest



Priceless. CEO Roy as Vincent Price. Squinty equals sexy, right?



The scream queen Janet Leigh as portrayed by Pam, our numbers queen and Director of Operations



Who let the birds out? Who else could play Tippi Hedren...



... but our own blonde with a dramatic streak to match, Accounts Director, Kande

Oh, there's more. You can see all our Halloween pics here.

Happy Haunting!