MH Launches Effort for Clover Sonoma

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When most people think of Sonoma County, they think of wine. 

California dairy brand Clover Sonoma, based in Sonoma County, recently rebranded from its old name, Clover Stornetta.

We wanted people to rethink Sonoma county, so our work for the brand, launching today, recasts Sonoma not as wine country, but as milk country, by cleverly poking fun at typical wine advertising and snobbery.

Our work will include outdoor, digital videos, banner ads, print ads, digital radio and paid social ads, along with organic social content.

Check out Creativity’s story on the work.


50 Creatives Whose Brilliant Ideas and Beautiful Craft Will Make You Jealous

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Congratulations to our own, John Matejczyk for making the Adweek list of creative superstars.

“A veteran of Y&R, Goodby Silverstein (twice), Fallon, BBH, TBWA\Chiat\Day and 180LA, Matejczyk in 2009 opened Muh-tay-zik Hof-fer, which has produced breakthrough work for Google, Netflix, Audi and AAA. “There is always a way,” he says. “A way to pull it off, a way to make a brand fresh, a way to solve a problem. The best work is always the result of persistence.” That dogged approach crosses styles and mediums, from the Super Bowl (for SoFi) to the murkier corners of the internet. Recent hits include turning wifi network names at the New York Auto Show into Audi attack ads on BMW; holding a 24-hour video-game auto race on Twitch for Audi (synced to the real-life Le Mans race); celebrating glorious messes for cleaning brand Method; and Periscoping a guinea pig whose movements in a cardboard box amusingly advised college kids whether to study or watch Netflix.”

Check out the full list on Adweek.

 


Meet M/H’s Newest Lineup

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Marisa Buss joins M/H as a Group Account Director. She started her career in advertising in LA and has worked at a lot of creative-driven agencies in SF, including mono, Pereira & O’Dell, Venables Bell and BSSP. She was born and raised in SF — four blocks away from her last apartment, 5 blocks away from where her dad lived when he met her mom and 10 blocks from where she lived at the time.  Marisa loves weekend day trips, wine tasting in Healdsburg and baking. Tahoe is her happy place and the coolest place (literally) that she’s ever visited was Iceland.

Sydney McDermott grew up in the East Bay and went to school in Northern California at CSU Chico. She joins the M/H team as an associate media strategist. She’s brand new to media/agency life and is excited for all that is to come. Outside of work, Sydney loves to explore new places, watch the Warriors win, and find new shows to binge watch on Netflix.

Paul Feldman grew up in a Chicago suburb and is the proud father of a four legged son named Chancho. After teaching English in South Korea for three years, Paul studied art direction at Chicago Portfolio School. He’s now settled in at M/H as an art director. In his free time, he enjoys recording music, making short films, and collecting old video games.

Kaitlin Doering is our very first HR Manager coming most recently from DDB SF, before that FCB, and before that Deutsch LA (where she got her start in advertising). Kaitlin, too, was born and raised in Bay Area and currently lives in Alameda where she grew up. She graduated from UCLA where she was a 4 year NCAA rowing athlete. These days Kaitlin’s hobbies include SoulCycle, Napa and wine tasting, interior decorating, fixing her boyfriend’s fashion sense, finding new ways to utilize avocados in any food, and stalking dog Instagram accounts (join the club, Kaitlin).

Judd Manuel is the newest member of our accounting team. He was born and spent his childhood in the Philippines, but moved to the Bay at 10 years old, so this is home now. Judd realized early on that he can math and didn’t mind numbers (you’re alone on that one), so he took up accounting at SFSU and worked for a CPA/accounting firm at the same time. After graduation, he left and explored South East Asia for 4 months before landing at M/H. He’s always down to try new things, especially food. He also knows how to cook, loves exploring, sports, music, and snowboarding.

Abby Steele has been with us for a while, but is now officially an admin assistant – she helps us make this place run smoothly. From teaching to advertising and Indiana to California, who wouldn’t be happy about life? Abby is proud to be a Hoosier, “She grew up tall and she grew up right with them Indiana boys on them Indiana nights.” She loves all physically active challenges including Tough Mudders, biking, climbing, running, and triathlons. She’s still searching for the best SF pizza that can top Turoni’s in her hometown, so shoot her your suggestions (abby@mtzhf.com).

Kyle Johnson comes to M/H as an art director from Mullen Lowe in Boston. He says it was too cold there (hope you’re not expecting SoCal summers, Kyle, because June-August here is BRRR). He’s a big fan of craft beer and spicy foods, and is excited to try some new west coast beers, so send your recommendations his way. When he’s not advertising, he’s skateboarding, exploring the city, petting his cats, or playing games on a computer he built himself.

Kelly Lundy is an SF native who recently moved back from LA, where she was working on scripted series for MTV. Now, she is switching gears and helping at M/H as a creative services coordinator. Her favorite celebrity run-in was when Paris Hilton ate a tuna sandwich from a vending machine during a pitch. When she isn’t playing with her unruly Labradors Cody and Max you can find her yelling at the TV during Jeopardy, run-walk-wheezing at Crissy Field, or wine tasting in Napa (or in her kitchen). She went to Cal, so try to avoid wearing red around her.

Tory Levine-Hall joins us from the healthcare sector, having worked as a healthcare data analyst for the University of California, Office of the President and Milliman, Inc. His data insights and analytics experience comes from analyzing Medicare/Medicaid, community health organization, and various healthcare plan data. Outside of work, Tory plays music in a band, travels, and intensely lounges.

Warm welcome to all of the new faces around the office!

 


Method Leaf-Blows a Birthday Cake and Makes Other Unholy Messes in These Fun Ads

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“Method’s brand’s new “Fear No Mess” campaign, which might be less pithily articulated as “Make as Big a Mess as You Possibly Can,” features immaculately dressed heroes finding inventive ways to trash beautifully designed rooms in a series of TV ads. The general theme of each :15 and :30 is food fights taken to extremes.

Agencies MUH-TAY-ZIK HOF-FER and Essence created the campaign, which launched last week in Boston, Chicago and San Francisco. The brand’s marketing team is framing it as celebration of the joy of getting dirty, with a deliberately fashionable presentation meant to position Method as a lifestyle brand, a contrast to more staid marketing from environmentally friendly competitors.

Check out the full article on AdWeek and read see more about the campaign on Creativity and AdAge.


Launching the Anti-Bank in a Sea of Powerful Anti-(Actual) Banks

CHALLENGE
SoFi is a modern finance company, not a bank. They have members not customers and they operate in a fashion that is fundamentally unique to the finance category – a category that is dominated by large, traditional banks. Starting with limited awareness, we were up against some of the biggest media spenders in the world and many of these organizations already claim to be “anti-bank.” We needed to achieve mass awareness and understanding for an unknown brand’s products and unique positioning.
APPROACH
Our media plan was built around reaching scaled awareness and challenging mega banks through mass media while educating the target throughout their daily life.
SoFi’s “The Beginning of a Bankless World” phase started 2 weeks prior to the Super Bowl to generate buzz and anticipation of something larger to come.
We seeded the message in Broadcast TV, a #DontBank Promoted Trend on Twitter, digital & mobile high impact executions through Pandora, New York Times, CBS Sports and others on key dates, leveraged digital video with YouTube. We reached light TV viewers via Connected TV with YuMe and promoted content on social properties such as Facebook, Twitter & Instagram. We also took the message into the physical world by purchasing large format Outdoor in the Top 10 DMAs while projecting “The Beginning on a Bankless World” messaging onto building that were formerly banks. The message was even brought inside the banks by leveraging in-elevator placements targeting building of large Mega Banks. And finally, the messaging ran in Cinema prior to the movie “The Big Short” among others in select cities.
We then launched the brand campaign in earnest with Super Bowl 50. First ad break, C position. Forbes ranked SoFi as #1 for most viewers reached of any advertiser in the game. Comprehensive efforts surrounded the game in social with live content creation and consumer engagement.
The day following Super Bowl 50, fully integrated campaign launched. Notable elements included heavy Outdoor in the Top 10 DMAs, multiple mobile masthead takeovers on YouTube, a custom content series on Medium titled “The Future of Money”, integrations with popular sports properties such as ESPN & CBS Sports, streaming audio buys with Pandora & Spotify and integrations with podcasts such as Freakonomics, This American Life, Re/Code Decode and Bill Simmons.
The final peak of the campaign focused on Men’s NCAA Basketball with a sponsorship of the Pac-12 Men’s Basketball Tournament as well large-scale efforts in March Madness. SoFi had a presence in almost every broadcast March Madness game and a spot in all March Madness Live Streaming games.
IMPACT
Early results are strong. In total the campaign has tallied over 1.6B impressions to date. We’ve seen sharp increase in brand awareness and favorability metrics and well as a significant uptick in SoFi business metrics such as registrations and loan starts.


Launching the Anti-Bank in a Sea of Powerful Anti-(Actual) Banks


CHALLENGE

SoFi is a modern finance company, not a bank. They have members not customers and they operate in a fashion that is fundamentally unique to the finance category – a category that is dominated by large, traditional banks. Starting with limited awareness, we were up against some of the biggest media spenders in the world and many of these organizations already claim to be “anti-bank.” We needed to achieve mass awareness and understanding for an unknown brand’s products and unique positioning.

APPROACH

Our media plan was built around reaching scaled awareness and challenging mega banks through mass media while educating the target throughout their daily life.

SoFi’s “The Beginning of a Bankless World” phase started 2 weeks prior to the Super Bowl to generate buzz and anticipation of something larger to come.

We seeded the message in Broadcast TV, a #DontBank Promoted Trend on Twitter, digital & mobile high impact executions through Pandora, New York Times, CBS Sports and others on key dates, leveraged digital video with YouTube. We reached light TV viewers via Connected TV with YuMe and promoted content on social properties such as Facebook, Twitter & Instagram. We also took the message into the physical world by purchasing large format Outdoor in the Top 10 DMAs while  projecting “The Beginning on a Bankless World” messaging onto building. The message was even brought inside the banks by leveraging in-elevator placements targeting building of large Mega Banks. And finally, the messaging ran in Cinema prior to the movie “The Big Short” among others in select cities.

We then launched the brand campaign in earnest with Super Bowl 50. First ad break, C position. Forbes ranked SoFi as #1 for most viewers reached of any advertiser in the game. Comprehensive efforts surrounded the game in social with live content creation and consumer engagement.

The day following Super Bowl 50, fully integrated campaign launched. Notable elements included heavy Outdoor in the Top 10 DMAs, multiple mobile masthead takeovers on YouTube, a custom content series on Medium titled “The Future of Money”, integrations with popular sports properties such as ESPN & CBS Sports, streaming audio buys with Pandora & Spotify and integrations with podcasts such as Freakonomics, This American Life, Re/Code Decode and Bill Simmons.

The final peak of the campaign focused on Men’s NCAA Basketball with a sponsorship of the Pac-12 Men’s Basketball Tournament as well large-scale efforts in March Madness. SoFi had a presence in almost every broadcast March Madness game and a spot in all March Madness Live Streaming games.

IMPACT

Early results are strong. In total the campaign has tallied over 1.6B impressions to date. We’ve seen sharp increase in brand awareness and favorability metrics and well as a significant uptick in SoFi business metrics such as registrations and loan starts.


The Wi-Fi-Jack

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If you’ve ever been to an auto show you’d know that the Wi-Fi is weak and in short supply. Together with Audi, we used this to our advantage at the New York International Auto Show by poking fun at BMW and proving that the A4 is vastly superior to the 328i.

Employing a team of technicians, we created 10 of the most powerful free networks at the show. One name at a time, we laid out how the A4 beats the BMW. From performance and handling to technology, each network name was a cheeky reminder of how good the new A4 is.

While BMW wasn’t a fan of the idea, the internet was. The story was shared more than 7000 times on Mashable, was featured on Adweek, Adage and SlashGear, and was named Creativity’s ‘pick of the day’. Your move BMW.


Look here: We have new faces at M/H

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Jeremy Diessner comes to M/H as associate creative director. He is a Minnesota native (our third in the office) who grew up skiing at a small hill called Buck Hill and eventually moved to Colorado and skied more.  It’s basically the plot from Aspen Extreme. Other likes include his children and sandwiches. Grievances include exact change, when people say “it is what it is”, and pouring coffee into the trash at coffee shops. “You can’t just pour hot coffee into garbage.  It’s gross.” Dually noted, Jeremy.

Cristina Haithcock comes to M/H as a project manager fresh off an 8-year stint at Swirl. She is a Bay Area native, but you should also know that she’s a first generation American and 100% Italian (that’s where her feisty side comes into play). On the weekends she loves heading up to Napa or watching the Raiders during football season.

Katie Edson is joining the account team as Account Supervisor on AAA. Before M/H, Katie was at Riney working on the Purina Beneful and Stanford Health Care accounts. Prior to SF, she was at Team One in sunny LA working on Lexus. She’s pretty proud of the fact that she can quote Mrs. Doubtfire and Home Alone beginning to end. When Katie’s not busy searching for the city’s best macaroni and cheese, she can be found watching live music, hiking or dancing. 

Crystal Chou joins us from a slew of large agencies, including Team Detroit, Universal McCann, OMD, and most recently, Optimedia. She brings extensive media strategy experience having worked on several high profile clients including Ford, Sony Pictures, Infiniti and Nintendo. Outside of work Crystal loves doing yoga, traveling, and, most importantly, cuddling with her dog Chloe who also resembles a real-life teddy bear.

Kelleen Peckham joins the team as a senior brand strategist. She previously worked at BBDO down the street, and before that at Arnold Worldwide in Boston (BAH-STON), and before that at RPA in LA. Kelleen is a Bay Area native whose dog’s name is Dodger (he comes in peace!). She loves making two things from scratch at home: CAKE and BEER (We’re hoping she also loves to share.)

Adam Arber was raised amongst the dark satanic mills of Hebden Bridge, England. After moving down to London, he worked at some of the best agencies, including BBH, St Lukes, CHI&Partners, and Leagas Delaney. During that time he also started two creative businesses that did rather well on the world wide web – Roadkill Toys (macabre plush animals) and Guandong Enterprises (mistake mugs for the Royal Wedding of Prince Harry and Kate Middleton). Then Adam journeyed to the promised land. Stopping briefly at CHI Chicago, before coming to M/H as associate creative director. He thinks it’s the best move he’s ever made.

Welcome to the team, ya lookers!


MUH-TAY-ZIK | HOF-FER Launches ‘Tested on Humans’ for OXO

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“Integrated agency MUH-TAY-ZIK | HOF-FER launched a new campaign for household goods brand OXO entitled “Tested on Humans.” The campaign, which marks OXO’s largest advertising initiative since 1996, launched today in the Boston and San Francisco markets and will feature OOH, audio, influencer, and paid social components supporting the digital ads.”

Check out the full article on AdWeek’s Agency Spy.

“Developed with ad agency MUH-TAY-ZIK | HOF-FER, the “Tested on Humans” campaign highlights the intentionality behind the product design. The ads feature imagery of real people and a tone evoking scientific research and data. Collectively, the campaign reinforces OXO’s “promise of quality, authenticity, and distinctiveness” and tries to creatively differentiate Oxo within the household goods industry.”

For more on the campaign from Media Post, SFEgotist, and LBB Online click here.