The Blog and Pony Show

Archive for June, 2012

Amanda Koenn - 7:41 pm June 27, 2012

What I Didn’t Know, What I thought I Knew, What I Now Know.

Summer intern Sarah Brandon provides this entry about her experience of learning the craft of copywriting at Schifino Lee.

Be brilliant, ask questions and only execute fresh and creative ideas. I can thank Evan Brownstein, Chief Creative Officer, for that one. When I first started working at Schifino Lee as a copywriting intern, the last thought that entered my mind was that I would be hammering hundreds of beer bottle caps for a giant elephant head. But when you join an ad agency that created a billboard made of 120,000 pennies, would bottle cap art really be that farfetched?

I love this industry. I am amazed by the creativeness. I am blown away by the innovative ideas. But I am most in love with the unlimited possibilities. Other than Hollywood, what industry allows you to dream up anything and turn it into reality? Well, only in advertising can the answer be banana cigars. Yes, another wild Zoo idea.

When I first started this internship, I felt my heart almost pound through my chest. But when I think back, I can’t believe how nervous I was. I am still uncertain. I constantly rethink and rewrite, which frustrates me sometimes. But I learned that’s what it takes to get fresh ideas. I also snap back into reality and realize that I’ve experienced only five weeks of advertising at one firm.

My summer at Schifino Lee has been a blast. I enjoy everything I do. The view is killer. The people I work with are amazing. I even like waking up in the morning for work. If interns were paid, it would be perfect.

Schifino Lee - 9:07 pm June 20, 2012

Schifino Lee mints a shiny new campaign for Zeno Office Solutions’ ‘Penny a Print’ program

On April 30th, a 48-foot billboard made of over 120,000 pennies was installed on I-275 at Hillsborough Avenue in Tampa. This one-of-a-kind execution is part of an integrated multi-media campaign for Zeno Office Solutions promoting its new Centurion ‘Penny a Print’ program for companies with 50+ employees and/or 20+ printers.

To announce this new service Zeno partnered with Schifino Lee, who strategically created the program’s print, outdoor and online advertising, targeted eblasts, sales collateral and website. The key message: Take control of your printing costs with free printers, free toner and unlimited maintenance — all for a penny-a-print.

“Marketers strive for advertising that has stopping power. Ours literally does. We have clients who were about to sign a contract with a competitor, then saw one of our billboards and called us instead. We love Schifino Lee’s creative because it creates results,” said Keith Roher, VP Sales, Zeno Office Solutions.

The eye-catching billboard on I-275 billboard spells out ’1¢ a Print’ using 2,160 pounds of reflective pennies. Each coin was shined and hand-glued to 12 four-foot panels. The creative has garnered local and national media attention on television, newspapers and business publications. It will travel to different highway locations throughout Tampa Bay over the next several months.

Amanda Koenn - 5:23 pm June 7, 2012

Creativity Uncaged: Schifino Lee Designs Tampa’s Lowry Park Zoo’s Karamu Event Material

Schifino Lee partnered with Tampa’s Lowry Park Zoo to create collateral materials for the 24th Annual Karamu black tie gala to benefit their animal care, conservation and education programs. The community’s leaders joined the extraordinary fundraising event on April 14th at the Zoo’s Safari Lodge. Guests enjoyed cocktails, unique encounters with animals, a seated dinner, plus silent and live auctions and dancing.

The overall concept, “Flights of Fancy”, came from the creative team at Schifino Lee. We also designed all of the elegant materials for the Karamu event: Bwana pre-party invitation, event invitation with inserts, response card (which included donation and seating options), the envelope so guests could RSVP, the program cover and note cards. Florida birds graced the pages. Blues and purples splashed with water designs appearing throughout the invitation.

Tampa’s Lowry Park Zoo noted that Karamu XXIV was the highest attended most successful event they have had to date. More than 400 guests attended the gala, and proceeds exceeded $200,000. The donations contribute to animal care, education programs that reach school-age children across their 7-county region, rescue and rehabilitation of Florida wildlife and conservation work that benefits more than 90 threatened species around the world.

The entire team at Schifino Lee is grateful for our partnership with Tampa’s Lowry Park Zoo and their success.