ideasby Kevin Lynch

15

www.15-ideas.com

Art Institute of ChicagoThe Red Cube Project was a city-wide art project supporting the Art Institute of Chicago. 500 red cubes were

scattered around Chicago, each with its own art project. A website tracked the progress of the cubes. And some

of the art projects were featured in a special display at the Art Institute’s new Modern Wing.

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Oxfam AmericaOxfam’s gift program lets people “buy” items like goats, worms, and school supplies for a friend. The friend gets a

card, and someone in need gets the item purchased. To help make Oxfam gifts the “it gifts” of the holiday season,

the items were given the full fashion treatment, as if they were part of the latest line from Barneys or Harrods.

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Approval Init. Date ThisadpreparedbyStudio410forEnergyBBDO

ADCODE:A5020G REV#:4ADNAME:GoatCLIENT:YPCPRODUCT:OXFJOB#:ZA5087MEDIATYPE:OOHMARKETINGUNIT:Aiport Stroller/Mall Poster/Bus ShelterINMARKET:10/26CCO:Dan FietsamGCD:NoneAD:Diana MorisonCW:NoneAS:Claudia RichmanPP:Heather BeckPM:Maureen CondonPA:Freelance

LINKS:A5020GCA0902104C01.tif (CMYK; 600 ppi), oa_v_white.aiFONTS:Arial (Bold, Regular)

NAME:A5020G_GoatAMPosterR4.inddPATH:Studio410:Volumes:Studio410:_Work_In_Progress:Energy_BBDO:ZA5087_Oxfam_GoatOOH:Working:A5020G_GoatAMPosterR4.inddCOLOR:4C BleedINKS: Cyan, Magenta, Yellow, BlackBLEED:12.75” x 18.5”TRIM:11.75” x 17.125”LIVE:10.75” x 16.125”ACTUALSIZE:3.917 ‘ x 5.708 ‘ SCALE:1” : 4”PRINTEDAT:None FPO:No

The Oxfam CollectionExclusively at OxfamGifts.comUnique gifts that help fight hunger, poverty, and social injustice.

S:10.75” (3.583 ‘)

S:16

.12

5” (5

.37

5 ‘)

T:11.75” (3.917 ‘)

T:17

.12

5” (5

.70

8 ‘)

B:12.75” (4.25 ‘)

B:1

8.5

” (6.1

67

‘)

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ADCODE:A5018G REV#:4ADNAME:AlpacaCLIENT:YPCPRODUCT:OXFJOB#:ZA5087MEDIATYPE:OOHMARKETINGUNIT:Aiport Stroller/Mall Poster/Bus ShelterINMARKET:10/26CCO:Dan FietsamGCD:NoneAD:Diana MorisonCW:Kevin LynchAS:Claudia RichmanPP:Heather BeckPM:Maureen CondonPA:Freelance

LINKS:A5018GCA0902104C01.tif (CMYK; 600 ppi), oa_v_white.aiFONTS:Arial (Bold, Regular)

NAME:A5018G_AlpacaAMPosterR4.inddPATH:Studio410:Volumes:Studio410:_Work_In_Progress:Energy_BBDO:ZA5087_Oxfam_AlpacaOOH:Working:A5018G_AlpacaAMPosterR4.inddCOLOR:4C BleedINKS: Cyan, Magenta, Yellow, BlackBLEED:12.75” x 18.5”TRIM:11.75” x 17.125”LIVE:10.75” x 16.125”ACTUALSIZE:3.917 ‘ x 5.708 ‘ SCALE:1” : 4”PRINTEDAT:None FPO:No

The Oxfam CollectionExclusively at OxfamGifts.comUnique gifts that help fight hunger, poverty, and social injustice.

S:10.75” (3.583 ‘)

S:16

.12

5” (5

.37

5 ‘)

T:11.75” (3.917 ‘)

T:17

.12

5” (5

.70

8 ‘)

B:12.75” (4.25 ‘)

B:1

8.5

” (6.1

67

‘)

Legal

Copy Editing

Client

Account Service

Creative Director

Art Director

Copywriter

Print Production

Production Manager

Studio 410

Approval Init. Date ThisadpreparedbyStudio410forEnergyBBDO

ADCODE:A5019F REV#:4ADNAME:RoosterCLIENT:YPCPRODUCT:OXFJOB#:ZA5087MEDIATYPE:OOHMARKETINGUNIT:Clear/JC Airport DioramaINMARKET:10/26CCO:Dan FietsamGCD:NoneAD:Diana MorisonCW:Kevin LynchAS:Claudia RichmanPP:Heather BeckPM:Maureen CondonPA:Freelance

LINKS:A5019FCA0901104C01.tif (CMYK; 600 ppi), oa_v_white.aiFONTS:Arial (Bold, Regular)

NAME:A5019F_RoosterDioramaR4.inddPATH:Studio410:Volumes:Studio410:_Work_In_Progress:Energy_BBDO:ZA5087_Oxfam_RoosterOOH:Working:A5019F_RoosterDioramaR4.inddCOLOR:4C BleedINKS: Cyan, Magenta, Yellow, BlackBLEED:16.5” x 11.75”TRIM:15.5” x 10.75”LIVE:14.5” x 9.75”ACTUALSIZE:5.167 ‘ x 3.583 ‘ SCALE:1” : 4”PRINTEDAT:None FPO:No

The Oxfam CollectionExclusively at OxfamGifts.comUnique gifts that help fight hunger, poverty, and social injustice.

S:14.5” (4.833 ‘)

S:9.7

5” (3

.25 ‘)

T:15.5” (5.167 ‘)

T:10.7

5” (3

.583 ‘)

B:16.5” (5.5 ‘)

B:1

1.7

5” (3

.917 ‘)

www.15-ideas.com

National Geographic ChannelNational Geographic Channel created a show, Dino Death Trap, which revealed the discovery of new dinosaur

species. To help call attention to this discovery (and the show), we created a microsite that let people introduce

these new dinosaurs to unsuspecting New Yorkers even before the show aired. The show’s audience exceeded

viewership goals.

www.15-ideas.com

Elysian Hotels & ResortsThis ultra-luxury hotel brand launches with its flagship location in Chicago’s Gold Coast in 2009, with high-end

retailers such as Marc Jacob and unmatchable amenities such as Charlie Trotter overseeing all restaurants. Most

importantly, it will deliver an experience that is remarkable in the truest sense of the word. The logo was created by

a previous partner. We’ve done everything since.

named first sailboat after first love.

Relished in doing nothing, absolutely nothing.

L E A R N E D E V E N T H E M O S T S T R E S S F U L D A Y I S

N O M A T C H F O R A M A R B L E , D E E P S O A K I N G T U B .

C O N C L U D E D T H AT G E N I E S A R E

N O T T H E O N LY O N E S W H O

C A N G R A N T W I S H E S .

J ’ A I F A I T 6 6 7 4

K I L O M È T R E S P O U R

M E R E T R O U V E R

C H E Z M O I .

U N C O V E R E D T H E S E C R E T

I N G R E D I E N T W H I C H T A K E S

P A N N A C O T T A F R O M Q U I T E

G O O D T O H E A V E N L Y .

Discovered how, with a s imple stalk

of asparagus, Chef Charl ie Trotter

turned an intimate dinner par ty into

a night fr iends would never forget .

Got box seats , a g lass of

wine, and chi l l s at the

Civic Opera House.

Took spouse to the oyster bar. Real ized the

3 ,428th date could feel as excit ing as the f irst .

R E A L I Z E D 3 , 4 0 0

S Q U A R E F E E T

I S Q U I T E E N O U G H S P A C E

F O R A B E S T F R I E N D .

W E N T O N A M I D N I G H T P I C N I C O N T H E T E R R A C E .

FO

UN

D P

RO

OF

TH

AT

CH

ILD

RE

N D

O,

IN F

AC

T,

GR

OW

AS

FA

ST

AS

WE

ED

S.

Celebrated friend’s half-birthday

with an impromptu surprise party in the salon.

Six months later, celebrated again.

Located favorite dress in the delivery vault,

cleaned and patiently waiting to see the town.

S p o t t e d a b u n n y , a d i n o s a u r , a n d a s l e i g h f r o m m a s t e r t e r r a c e .

Mastered Swan Lake on the piano.

Thousands of hours of pract ice later,

mastered play Sergei Rachmaninov’s

Prelude in C -Sharp Minor.

Took all 656 muscles on a day-long vacation.

C E L E B R A T E D T H E B I R T H O F

F I R S T ,

S E C O N D ,

T H I R D ,

F O U R T H ,

A N D F I F T H

G R A N D C H I L D .

A T E A C H A R L I E T R O T T E R D I N N E R B A C K W A R D S ,

S TA R T I N G W I T H D E S S E R T .walked 462 steps from

of the day on

oak street beach.

first footprints

the front door to put the

Read the complete novels from both Bronte sisters.

Shared the secret ingredient with a few

wonderful fr iends.

Went on a shopping spree within

block of the front door.

MORTON’S

GIBSON’S

PRADA

JIL SANDER

ULTIMO

BARNEY’S NEW YORK

HARRY WINSTON’S

GRAFF

SPIAGGIA

LE COLONIAL

CHANEL

GUCCI

BULGARI

FOUR SEASONS HOTEL

THE RITZ-CARLTON

MUSEUM OF CONTEMPORARY ART

GIORGIO ARMANI

RALPH LAUREN

PENINSULA HOTEL

TIFFANY & CO.

R A N T H E C H I C A G O M A R AT H O N . S P E N T T H E 2 7 T H M I L E I N T H E S P A .

FORCED OLD MEMORIES OUT OF HIDING

WITH A GREAT, FAMILIAR SONG.

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MagneCoteMagneCote is a magnetic-coated printing paper. It was initially aimed at the printer market, with little success. We

believed the real audience was art directors and designers – people who could appreciate the creative potential of

the product. Without any traditional advertising, MagneCote’s sales increased 350% within two years.

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Chicagoans for RioChicagoans For Rio was a single page website that humorously and persuasively advocated that the International

Olympic Committee choose Rio de Janeiro to host the 2016 Olympic Games instead of fellow finalist Chicago. The

site created substantial media attention from local media outlets, as well as CNN, Wall Street Journal, and numerous

international publications as well.

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Partnership for a Drug-Free AmericaParents know what to look for when it comes to common drugs such as alcohol and marijuana. But sniffing?

Sniffing is when kids inhale common household products to get high - often leading to death. To alert parents

that a significant danger was already in their homes, a dramatic wake-up call was required. This was it.

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Harvard Business ReviewHarvard Business Review intimidates the heck out of people. That is, until people open an issue. After that, they see

HBR as more colorful, approachable, and yes, relevant than they imagined. This first campaign we did for the HBR

allowed the product to sell itself, substantially increasing ad sales and newsstand sales.

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Foursquarian CandidateThe Foursquarian Candidate was simple: Become mayor, then become mayor. That is, become mayor of our

designated location on foursquare, a popular mobile app in the US, and you earn our nomination for the real mayor’s

office in Chicago. Over 300 media outlets helped create a significant buzz for the effort, and the winner checked in

almost 800 times.

www.15-ideas.com

Playboy TVWhile the genre of reality TV continues to thrive, the shows have become caricatures of themselves. Playboy TV,

however, offers reality TV shows that are unique - not to mention unedited. This campaign positions Playboy TV

as offering TV viewers “a better reality.”

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Ethel’s Chocolate LoungeA division of Mars, ethel’s has created the “Starbucks of chocolate” – handcrafted chocolates and a casual

environment in which to enjoy them. We created interactive and experiential promotional events.

For example, for ethel’s Strawberry Festival, we emphasized the freshness of the product by using a live thermometer

on signage to let people know how great a strawberry drink would taste RIGHT NOW. We also used chalk on

sidewalks, freshly painted signage, and to add a sense of theater to the environment, added live strawberry dippings

daily. Sales increased 60% from the previous year.

zigart director: ______ project mgt: ______ designer: ______ proofreader: ______ writer: ______

this proof is for approval of content and layout only and does not accurately represent colours in the finished product.296 richmond st. w., suite 600, toronto, canada m5v 1x2 t: 416-598-4944 ext. 368 f: 416-598-9714 e: mazenm@zigideas.com

booked as: Insertion Date: xx c m y k pms xxx pms xxx pms xxxdate:

June 4, 2008proof #:

1

built at: 100%trim size: 24“ x 60”type safety: n/ableed: .25”laser at: 20%

operator: clretoucher: jtart director: project mgt: designer:

docket #: ETH-001-08client: Ethel’s Chocolatedescription: Standing Floor Bannerfilename: ETH-001-09-Banner 24x60 How to.indd

publication:

Mmm, chocolate.Let’s face it, there are few gifts more welcomed

than chocolate. People love it. Why shouldn’t they? It’s delicious, for one. Not to mention gooey, heavenly

and divine. Oh, and scrumdiddilyumptious. Don’t forget scrumdiddilyumptious.

But while most people have given chocolate at least once in their lifetime, few really understand

the art of giving such a delectable treat. That’s why we at ethel’s have created this handy pocket guide so chocolate gifts are everything they should be.

Valentine’s Day and Mother’s Day are great occasions

When it comes to gifting chocolate, the biggest rookie move is picking out the flavors that most appeal to you, the giver. You love dark chocolate with a hint of rum, so you assume everyone else does too. Not so. To ensure your gift provides maximum enjoyment, try jotting down your friends’ favorite flavors here. You’ll be a chocolate gifting pro in no time.

en they least expect it.Give ‘em chocolate whto give chocolate, but what about the other 363 days

12-piece ethel’s deluxe collection

48-piece ethel’s cocktail collection

29-piece Ethel M classic liqueur collection

12-piece ethel’s fruit collection

24-piece ethel’s american pop collection

48-piece ethel’s truffle collection

48-piece ethel’s nut & caramel collection

Bathroom scale

32” garden gnome

CD of love songs

Anything re-gifted

Vegetarian cookbook

A 10-speed blender

Soap on a rope

Baby on the way

New house

Bad breakup

An apology

BBQ

Declaration of love

Job promotion

o c c a s i o n : i n a p p r o p r i a t e g i f t : a p p r o p r i a t e g i f t :

f r i e n d : f a v o r i t e f l a v o r :

f r i e n d : f a v o r i t e f l a v o r :

Notice we’ve left you lots of room. Since you’re giving ethel’s, we bet you have lots of friends.

in the year? When it comes to appropriate occasions to give, it’s time to think outside the chocolate box.

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ReebokAs is often the case in fashion, a trend organically sprang up for about five minutes and a marketer tried to extend

it to six. In this case, teens suddenly started wearing outdated Reebok shoes. The company quickly made available

previous styles, and we created wild postings which celebrated the fleeting nature of being young and fashionable.

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Loyola University Health SystemTo convince women to have mammograms, a powerful print campaign was developed for Loyola University

Health System. The campaign created a head-on challenge to the usual excuses women use to put off getting

a mammogram. The results exceeded goals, with many locations entirely booked during the promotion.

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IllinovaIllinova is an unusual energy company in the sense that they actually wanted companies to use less energy.

By understanding and working with small businesses, they were able to help businesses run more efficiently.

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Lithia MotorsLithia owns 110 car dealerships throughout the United States – everything from Hundai and Subaru to Porsche

and Mercedes-Benz. However, the company’s own brand name had little value. We created a brand persona that

reflected the “Lithia experience” which is honest, friendly, and customer-centric. In other words, the last thing you’d

expect from a car dealership.

· Talented creative (won as well as judged numerous international shows including One Show

and Communication Arts; continues to serve as a copywriter on occasional assignments)

· Strong leader (well-versed in developing creative talent and working collaboratively with

agency partners internally and externally)

· Hybrid thinker (led creative departments in both traditional and digital agencies; digital

experience goes back to when AltaVista was THE search engine)

· Entrepreneurially minded (founded a highly respected creative boutique, Hadrian’s Wall,

and later sold it to MDC Partners; also founded creative consultancy, 15 Ideas)

· Good business acumen (helped profitably grow small creative boutiques as well as offices

of global networks)

· Broad client experience (automotive, media, retail, restaurant, beer, travel, tourism,

consumer packaged goods, financial, tech, government, over-the-counter drugs, etc.)

· Terrible dresser

About Kevin Lynch

the good

the bad

1545 West School Street, Chicago, Illinois 60657 312.925.7091 kevin@15-ideas.com www.15-ideas.com

Proximity (Chicago) Creative Lead (2009-present)

Hyatt Hotels, State Farm, Bayer (Bayer Aspirin, One A Day, Midol, Alka-Selzer, Flintstones), Illinois Lottery,

Oxfam America, Art Institute of Chicago, Altoids

Zig (Chicago) Partner + Copywriter (2006-2009)

Elysian Hotels & Resorts, National Geographic Channel, Playboy, Harvard Business School Publishing,

Brookfield Zoo, Illinois Department of Public Health, ethel’s Chocolate Lounges, Lithia Motors, WMS,

Toshiba, Microsoft

Hadrian’s Wall (Chicago) Partner & Writer (2001-2006)

Hewitt Associates, Harvard Business Review, DePaul University, SRAM, Americast cable TV,

Wilson, Tsingtao, Stir Crazy, Magnecote paper, Illinois Department of Public Health, Pro Financial,

Steve Ford Music

Arian, Lowe & Travis (Chicago) Executive Creative Director (1999-2001)

Loyola University Health System, Compuware, Armstrong Tools, Harvard Business Review,

Acorn Mutual Funds, North Bridge Shopping Center, Midway

Roche Macaulay (Toronto) Creative Director (1998-1999)

Reebok, IKEA Germany, Mercedes-Benz Canada, Eaton’s Department Stores, Grand & Toy,

Canadian Egg Marketing Board, Smartrisk

McConnaughy Stein Schmidt Brown (Chicago) Associate Creative Director (1995-1998)

Walgreens, BMW, Illinova Energy, Circuit City, Wickes Lumber, Rio Bravo Cantinas, Pravda Records,

Crain’s Chicago Business, Sophie’s Pierogies, Skyview Editorial

Campbell Mithun Esty (Chicago) Senior Copywriter (1993-1995)

Corona, Point Beer, Bakers Square, Partnership for a Drug-Free America, Heller Financial,

Bigsby & Kruthers (Menswear), Masonite Siding, CraftMaster Doors

DDB (Chicago) Copywriter (1991-1993)

Bud Dry, Bud Ice, Bud Light, Cypress Gardens, Busch Gardens, Sea World, Frito-Lay, McDonald’s

Campbell Mithun Esty (Detroit) Junior Copywriter (1989-1991)

Jeep, Eagle, Little Caesar’s of Canada

Kevin has been recognized by, as well as judged, top award shows such as the One Show

and Communication Arts.

Occasional Lecturer/Instructor, VCU Brandcenter, Chicago Portfolio School, Michigan State University

Kevin Lynch

experience

awards

other

1545 West School Street, Chicago, Illinois 60657 312.925.7091 kevin@15-ideas.com www.15-ideas.com