A Squared Group

WHO INSPI(RED) A2G TO HELP TURN CHICAGO'S MAGNIFICENT MILE RED?

GAP (PRODUCT) RED LAUNCH

Objective: To create an INSPI(RED) backdrop for a live, in-store Oprah Winfrey show taping spotlighting Gap’s (PRODUCT)RED collection and the company’s long term commitment to fighting AIDS/HIV in Africa.

A2G’s ruby red renovation of Gap’s flagship store on Chicago’s Magnificent Mile brought Oprah, Bono and several million at-home viewers directly into the store for the launch of the (PRODUCT)RED campaign. Against considerable odds—daunting city regulations, unexpected weather and only one night to execute—A2G transformed the store into a glowing RED beacon that could be seen for city blocks.

HOW DID A2G PROVE THAT “SIZE DOES MATTER”?

SIZE DOES MATTER

Objective: Create media buzz around the announcement that Levi’s offers 75 different sizes of the men’s Original 501 jeans online.

Hundreds of spectators lined the streets of Washington Square Park in Manhattan to watch 150 singles race to find their perfect match. The Hills hotties Brody Jenner and Frankie Delgado served as referees to ensure all was fair in love and war. At the sound of the whistle, 75 women had 5:01 to race to a pile of men’s jeans, grab a pair and search among 75 shirtless men to find their perfect fit.

Size Does Matter reached over 20 million consumers through unpaid print and media coverage.

A2G MAKES NINTENDO EVERY GIRL'S BEST FRIEND.

GIRLFRIEND'S GUIDE TO GAMING

Objective: Inspire women to integrate the Nintendo DS Lite into their busy lifestyles.

Women bloggers between the ages of 25-35 in Nintendo’s top markets were selected as DS Lite Brand Enthusiasts. Enthusiasts were given an assortment of tools and information to use to communicate within their social networks with the goal of sparking online word-of-mouth activity. The marquee event of the program was a private cocktail party hosted by Nintendo for each Enthusiast and her closest girlfriends. Taking place at trendy locales, each venue was transformed into an intimate space with a fashionable Nintendo touch. These fun evenings were designed to introduce go-to-gals to the DS Lite in a relaxed, “no boys allowed” atmosphere. Once partygoers learned the basics, hidden girl gamers were unleashed. From then on guests raced head-to-head with Mario Kart, cared for their puppies in Nintendogs and became obsessed with outsmarting their Brain Age.

A PARTY SO HOT IT'S LASTED EIGHT YEARS.

MOTO 8

Objective: To raise the bar with Motorola’s annual party and continue its reputation as one of the hottest events in Hollywood.

A2G transformed the Hollywood Palladium into an intimate space where every guest’s experience was the star of the night. Beautiful servers with signature cocktails were stationed at the end of a 40-foot psychedelic light tunnel that revealed an open floor plan featuring high-backed zebra print booths and sexy go-go dancers floating above the dance floor on elaborately designed balconies. A rotating DJ platform rose from its hiding place in the center of a custom made 30-foot oval bar that anchored the room. Later in the evening an A-list crowd—including Lindsay Lohan, David Spade, Heather Locklear and a tabletop-dancing Paris Hilton—rocked out to an exclusive performance by Christina Aguilera just days before launching her world tour.

THERE'S A METHOD TO OUR MARKETING.

DETOX YOUR HOME

Objectives: To establish method as the trusted eco-expert while recruiting new method advocates.

Beginning September 2007 in Seattle with additional stops in Boston, New York and Chicago, detox your home got people excited…about cleaning. These community-based, experiential pop-up environments were combined with WOM call-to-action campaigns to create a unique, interactive brand experience for consumers.

To promote getting toxic chemicals "off the streets", participants were encouraged to bring caustic cleaners to the store to be disposed of properly. detox your home collected almost 3,000-pounds of flammable aerosols, toxic liquids and corrosives.

HOW DID A2G HELP OVER 25,000 STUDENTS BECOME ONE?

THE ONE CAMPUS CHALLENGE

Objective: To educate, engage and inspire college students to participate in the fight against global poverty, hunger and disease.

Targeting future leaders and policy makers, the ONE Campus Challenge recruited students across the country to become involved in its mission to end extreme global poverty. In a college-against-college competition to see which school could execute the most visible, policy-changing actions, the challenge inspired students to get involved…and TAKE ACTION. At the conclusion of the initiative, 182,000 actions to end extreme poverty had been executed and over 25,000 new members signed up.