La Crema crowdsources wine making with Virtual Vintner.La Crema, ,

In support of La Crema’s first crowdsourced wine experience, Virtual Vintner – a new digital program in which wine lovers virtually participate in the winemaking process to create a wine of their own – we employed a unique approach to drum up consumer awareness and encourage program participation.

Partnering directly with top-tier bloggers who are influential with La Crema’s Virtual Vintner demographic, we created custom editorial content that promoted the program and ran on the blogs, immediately driving a large spike in sign-ups. The bloggers also touted the posts through their own social channels, bringing additional reach.

A sampling of the posts:

Apartment34: What’s Your Wine Profile?
He Spoke Style: Choose your own adventure
A Piece of Toast: Chardonnay via La Crema
Britt + Whit: Summer Wine Party
Fashion Truffles: La Crema Virtual Vintner
Mrs. Lilien: A chardonnay a day
Shop Sweet Things: 3 Bite-Size Wine Pairing Recipes + Be the First to Try Virtual Vintner
A House in the Hills: La Crema Virtual Vintner
Dapper Lou: High Altitudes

We went on to identify the blog posts that garnered the most engagement and then amplified them via promoted posts on Facebook, resulting in nearly 1,000 new followers to La Crema’s Facebook page in the span of just one week.

#MaddenSeason scores #1 most engaging video.News

To say that the 3-minute musical we developed to launch EA SPORTS Madden NFL 15 “blew up” would be something of an understatement.

The ad immediately amassed 30+ million views and industry accolades from both the advertising and sports media. The press used descriptors such as “bizarre,” “bonkers,” “ridiculous,” “viral insanity,” and one of our favorites (courtesy of ESPN), “what might be the weirdest ad in the history of ever.”

Upon the video’s release, #MaddenSeason was instantly trending on Twitter, Facebook and YouTube.

Twitter US Trends Facebook Trending

The spot was also named as an Ad Age/Creativity “Pick of the Day” and ranked by Ad Age as the #1 Most Engaging Spot.

Watch the video here, and check out what the press had to say about it below.

Advertising stories, with references to Heat:

Highlights of sports and mainstream coverage (alphabetic):

 

 

 

 

We’re hiring.Jobs

Heat is a creative agency that believes in the power of surprise to solve problems, build brands, and turn ordinary customers into raving fans. And we are looking for a Production Designer to join our Studio.

We prioritize creative thinking and take pride in what we do. The Production Designer at Heat is organized and design minded with a particular knack for detail. The Production Designer is also a polished communicator, team player and hard worker.

ROLES AND RESPONSIBILITIES

  • Responsible for producing print and digital deliverables to spec for final production.
  • Possess superior typography and layout skills and delight in the details that can make a good design great.
  • Produce consistent, pixel/point perfect layouts and clean, organized files across media.
  • Work closely with Art Directors and Creative Directors to execute deliverables from comp layouts, and maintain the integrity of the creative concept.
  • Check artwork for quality, completeness and assure adherence to brand standards
  • Work closely with Account and Production teams to make edits to design documents.
  • Produce materials for creative presentations, new business and internal projects.
  • Create and ensure the delivery of correctly prepared, complete, accurate artwork to printers, and developers.
  • Assist the studio manager in developing methods to create and maintain consistent studio file preparation.
  • Communicate as necessary with studio or project manager to eliminate and prevent errors and problems
  • Prioritize and manage multiple projects with aggressive deadlines while maintaining a high quality.
  • Assist in organizing, monitoring, archiving, and maintaining files on the server

QUALIFICATIONS

  • Undergraduate degree in design or a related field.
  • 1-2 years agency (or similar) experience in a comparable role.
  • Advanced proficiency in Adobe InDesign, Photoshop and Illustrator.
  • Proficient in Keynote and Mac OS; familiaritywith Powerpoint.
  • Familiarity with web standards and best practices in digital production, and an understanding of pre-press workflows and printing.
  • Able to wield an X-Acto and straight edge.
  • Strong organization, communication, and interpersonal skills.
  • Ability to effectively communicate with various personality types and navigate through internal approval chains.
  • Shark diving a plus.

Follow the #MaddenSeason conversation.News


Heat named one of the most effective agencies in U.S.News

We’re honored to be receiving top honors from some of the industry’s biggest awards organizations during the 2014 awards “season.”

Heat was just recognized by The Effie Awards as one of the 15 most effective independent advertising agencies in North America (and the only one in San Francisco). The win was defined by creative and media strategies, and the ideas themselves.

Our most recent campaigns are also continuing to amass accolades. Highlights include:

  • North American Effie, Gold – Madden NFL 13
  • National ADDY, Silver  – Episcopal Community Services
  • Adweek Watch Award, Best Advertising Video – Titanfall “Shadow”
  • Interactive Media Awards, Best in Class – Episcopal Community Services
  • Webby’s Official Honoree – Eyebrow Bowl (Viral Marketing) and Episcopal Community Services (Non-Profit)
  • Internet Advertising Competition – Episcopal Community Services (Best Non-Profit Website) and Madden Stereotypes (Best Sports Online Video)

Ready. Aim. Fryer.EA Games,

Our campaign for PvZ: Garden Warfare continues with a second spot, “Operation Yukon,” announcing the Playstation launch of the game.

And, we’re international! Watch the German version of the spot here. (Why does everything sound so much more badass in German?)

Go play with strangers.Blog

Remember when you were little and your parents told you, “NEVER EVER TALK TO STRANGERS BECAUSE THEY’LL PROBABLY MURDER YOU AND BESIDES THEIR CANDY IS NEVER REALLY THAT GOOD”?

Well guess what? You’re all grown up now and the rules have changed.

Strangers are your new best friends.

Especially if you get paid to be “cr8ive” for a living.

A few of us at Heat recently found this out first hand* at the Digiday Innovation Camp in Vail, Colorado.

For three days, we were torn from the comforting bosom of our fellow coworkers, thrown into a luxury resort in the mountains with a hundred clever, good looking strangers from other agencies and tasked with cracking a creative brief in less than 36 hours.

We weren’t exactly roughing it, but this format had a brilliant way of pushing us beyond our comfort zone.

Which just so happens to be fertile territory for creativity.

When you’re forced to innovate in a room full of strangers, something strange happens.

People open up.

They start contributing in ways far beyond their everyday job responsibilities.

Titles become irrelevant.

Skills blend.

Copywriters start designing.

Planners start wireframing.

Creative directors start…working again.

Strange and wonderful ideas fill the air.

Problems are solved.

¡CHERUBS REJOICE!

Creativity happens in the comfort of strangers.

So go hop in someone’s van.

- Matt Stafford, Associate Creative Director

*EDITOR’S NOTE: Matt’s team, #HASHTAG, won Digiday’s aforementioned brief competition. He was far too modest to mention it in his article above so we made him write about it down here in the 3rd person (the vainest of the writing perspectives). You can look at in-action photos from the weekend’s activities here.

Heat’s EA Madden NFL 25 wins Campaign of the Year.News

Thrilled. Excited. Honored. Humbled. Happy.

All understated descriptors for how we feel winning Ad Age’s Integrated Campaign of the Year.

Read Ad Age’s announcement of Heat as the winner, and the story specifically about the campaign.

At Heat, we believe in the power of surprise, and know it can whip folks’ emotions into an unprecedented frenzy.  So we went to work to bring surprise to football fans with the release of Madden NFL 25.

For the campaign, we rewrote history — declaring that the real reason well-known football rivalries existed was so that players could use their real-life physical process, athletic abilities and renowned footballs skills was to beat each other at Madden.

Check out the resulting spots of this strategy: Running Back Sons and Summer Camp.

We took that rivalry one step further by convincing 49er’s Colin Kaepernick and Seattle Seahawks’ Russell Wilson to bet an eyebrow on the success of their upcoming game against each other. In doing so, we went beyond just showing off Madden’s new game features — we infiltrated football culture, and entrenched EA in the conversation around the biggest game of the season.

Check out what came to be known as the #EyebrowBowl here.

We do this for EA, and for other national brands that are Heat AORs – such as Teva and Kendall-Jackson. We’re always aiming to partner with brands to create content that is authentic, relevant and engaging to a target audience.

As we get ready to celebrate our 10-year anniversary at Heat, we’re proud of what we’ve accomplished, the direction in which we’re growing and the culture we’ve created.

PS. We’re hiring.