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Archive for the ‘Misc Fun’ Category

Schifino Lee - 3:02 pm March 30, 2016

Ready, Set, Go: Advice from Schifino Lee Intern Marissa Vega

Going in as a new account services intern at Schifino Lee, I was hoping to gain a lot of firsthand experience interacting with clients, facing deadlines and putting research to use. So far, that has been just it. I have been able to jump right in and be a part of the team. There is nothing like getting to work with and observe people who know how to think strategically and are willing to teach you the ropes. Here are some principles I’ve learned so far:

  1. Ask smart questions

No one can improve without asking and receiving feedback. There is always room for growth so ask.

  1. Respond to inspiration

Great ideas can come from anywhere, but you have to be open and do something about it. Don’t be afraid to speak up.

  1. Be ready for anything with a positive attitude

When you’re surrounded by people with a winning attitude, it’s contagious, and when you are willing to help in any way, more opportunities come up too.

As I graduate in May, I’m getting ready to enter the “real world,” though those late nights of studying seemed pretty real to me. I’m excited to find an account services job and officially be a part of the advertising world. Most of all, I’m grateful for this internship that has helped prepare me for the industry, and has taught me lifelong principles that I won’t ever forget.

Schifino Lee - 4:31 pm March 2, 2016

Advertising Ideas That May Or May Not Be Genius

Unconventional ads are becoming more bizarre every day. And this new trend of eccentric advertising draws a fine line between praise-worthy and weird. As demolishers of inside-the-box thinking, Schifino Lee would like to pay homage to three, insanely unique ads from our right-brained friends from around the globe.

Visit Philadelphia – Philazillas.

Kelsea Blog Photo - Philly

Philadelphia’s wacky new tourism ad sparks many questions: Why does skyscraper-size Ben Franklin have lazer-beam powers? What does this founding father have against an equally large philly cheesesteak? Who is the victor of this Godzilla-style battle?

The answers can only come from the creatives in charge at Red Tettemer O’Connell + Partners. The agency’s goal was to attract new visitors by having fun with the city’s famous icons, like history and cheesesteaks. Who could attest to a better combination? See the victoriously bizarre battle in action here.

Branded dreams

All in favor of putting paid advertisements into our dreams say … what? That’s right. Dutch production company, Studio Smack, is delving deeper (in our brains) than ever before. Recent brain science technology might just make a foreseen nightmare of branded dreams a reality. Before we jump ahead of the times, we should probably ask one question: does Coca-cola really belong in our REM cycle?  See what Studio Smack imagines branded dreams to look like here.

Agency Builds A Shower-Brainstorm Room

Every creative knows that the most genius ideas come in the shower. According to science, a shower’s warm water and relaxing environment produce high dopamine levels in our brain, which surge creativity. The Rhode Island-based agency, Nail, took this fact to heart and actually built a shower-brainstorm room in their office, so creativity could flow like the water. Perhaps it’s genius; perhaps just a wet mess. See the whole-hearted attempt here.

 

Schifino Lee - 5:41 pm February 21, 2016

Two, New Fresh Perspectives

Kelecia

Introducing Our New Social Community Coordinator and Junior Copywriter

 

Last year ended strong and 2016 started even better at Schifino Lee. Thanks, in part, to the fresh perspectives of our two newest team members. Alecia Jurado, community coordinator, and Kelsea Fowler, junior copywriter, are first-hand experts in the ever-mysterious millennial perspective. Alecia’s skill for growing communities in social media pairs naturally with Kelsea’s love for writing. Yes, an alliance has been formed and Schifino Lee is enthused to nurture such a positive partnership.

Alecia Jurado, Social Community Coordinator

Born and raised in Tampa, Alecia received her Bachelor of Arts from Florida State University, where her passion for growing social communities led her to amazing advertising experiences. She’s a true Tampa-loving, ocean-obsessed, football-frenzied blondie with a propensity for social media. Alecia has created and implemented social media and community outreach strategies for well-known clients like National Geographic, The Florida Aquarium, Tenet Healthcare, Alessi, P&S Transportation, Ashley Nation, and many others. 

Kelsea Fowler, Junior Copywriter

Also a Tampa native, Kelsea has an affinity for creative writing. She graduated from Florida Southern College with a B.A. in Advertising. Previously a Schifino Lee intern, Kelsea’s passion for crafting phrases led her down the path of copywriting.  She’s a nature-loving, multi-instrument musician, and quite possibly a hippie in another life. When it comes to writing, Kelsea is a connoisseur of current language trends and aspires to be a game-changer in the creative ad industry.

Drop by Schifino Lee to meet our new additions! Alecia and Kelsea’s zesty, millennial perspectives are just what you need to get a daily dose of freshness. Already, they’ve put their thumbprints on the business community.  We can’t wait to see what’s next for this fantastic duo!

 

Schifino Lee - 11:06 am February 2, 2016

Schifino Lee Wins a W3 Award!

 

SL_FB_HeaderImg

This was a pretty sweet win for us at Schifino Lee. Not only was it an awesome site, but it was our own. The W3 Awards, judged by the Academy of Interactive and Visual Arts, only recognizes greatness as it exists on the internet. Websites are judged on their “creativity, usability, navigation, functionality, visual design, and ease of use.”

W3 Award 3           Website Wording Capture

What started as a simple grid based website turned into a full team effort. Creative directors, art directors, videographers, photographers, copywriters and programmers were all working behind the scenes to bring this site online. We first hit you in the face with our bold message of “Outsmart” on a simple orange background. Scrolling further down reveals a basic grid layout, however our homepage comes to life with the ability to start a video by hovering over each of the squares.

Geez, this was a lot of work. Just one square alone, the “WaZoo Beer Festival,” required building a very slim aquarium to hold the poured beer, but still allow the art work to be seen after the pour. We blended beers to get the right color, and tried several pours to get the right speed and foamy spillover. Which continued to spillover. Everywhere. The office smelled like a frat house in the middle of summer.

Another favorite was for Westshore Pizza, where we ordered the pizza, put it in a new clean box, and then shot it from above. The office immediately consumed every slice. Did you notice the random werewolf hand at the end?  Go back and look, it’s there.

The team page also followed this format, with each team member bringing their own personality to their own unique feature video with a Brady-Bunch-esque layout.

The about page is a super cool addition, diving more into our philosophy of “Outsmart” with a user controlled journey down the page.

So check it out, tell us what you think, and revel at our digital prowess.

Schifino Lee - 2:27 pm December 30, 2015

FALL CHANGES OUR LATEST SET OF INTERNS

Written by our Fall Creative Intern Thomas Mariani.

This fall has provided Schifino Lee with a set of interns with diverse skills, interests, and future goals. As the fall session ends, it seems like the perfect time to highlight the extremely talented, energetic interns that helped make the agency’s recent success possible.

 

Will Vargas | Media Intern

Will, a UF graduate with a BS in advertising, was raised here in Tampa. He has been working on SEM campaigns for our clients and utilizing his skills to master both traditional and digital mediums in terms of planning and buying. Ideally, he would like to use his multi-faceted talents to land a gig as a “hybrid worker” for one of the local agencies.

 

Pareesa Al-Ansari Khwaja | Creative Intern

Pareesa is about as diligent a designer as you can imagine. A native of the east coast of Florida, she’s a senior at USF who’s dedicated to the world of advertising. A major part of what makes Schifino Lee so great for her is “… whenever the opportunity arises to teach us something new, they don’t hesitate to bring us along and guide us though it while still utilizing our talents to our full extent.” This spring, Pareesa will be graduating from USF and hopes her intern experience has helped prepare her for a role as a graphic designer at a major firm in Tampa Bay.

 

Courtney Holliday | Account Service Intern

Courtney is a junior at USF, double majoring in Advertising and Sociology. Courtney originally hales from Philadelphia and has a passion for snowboarding, rollerblading and any type of water sports – all with a GoPro strapped to her head. Yet, one of her most enjoyable activities has been tackling the various challenges of an account service intern. Once she wraps up at USF, Courtney hopes to pursue a career as an account exec for a large ad firm in LA.

 

Kelsea Fowler | Creative Intern

A senior at Florida Southern College, Kelsey was first indoctrinated into the ad business by her father, who runs local audio production company, Sound Asylum. Kelsea has contributed her writing skills to various Schifino Lee clients, including Alessi and Lowry Park Zoo. Her goal after graduating? Getting paid to do the thing she truly loves. We have a sneaking suspicion that will soon come true.

 

Lexi Dannemiller | Account Service Intern

Lexi’s journey is a bit more circuitous than our other interns. She graduated from the University of Michigan with a degree in psychology, but found herself drawn to Tampa Bay to focus on a career in advertising instead. Always willing to contribute, Lexi loves the thrill of working at a competitive place like Schifino Lee. Fortunately, one of Schifino Lee’s clients recognized Lexi’s enthusiasm and skills, and has hired her on as part of the marketing team for Franchise Edge. Congrats, Lexi!

 

Thomas Mariani | Creative Intern

Thomas is yet another Tampa native on our team, having graduated from Florida State University earlier this year. Though he’s interned at multiple advertising agencies and for media-centered websites, none of them have the type of camaraderie on display at Schifino Lee. “People love to say they have that kind of kinship, but this is one of the rare places where everyone feels genuinely helpful, courteous and fun.” Following his internship, Thomas plans to get a job in entertainment exhibition or marketing, specifically for films and television.

 

Lissette Deza | Account Service Intern

A senior at USF, Lissette has actually been interning for Schifino Lee since July. One of her proudest moments involved client Ashley Nation’s big Twister Event. After going all over USF to promote it, she took great pride in seeing so many happy attendees make it a huge success. After graduating this semester, Lissette is aiming for an account service job at an ad firm in New York or LA. We like that big league ambition.

Schifino Lee - 11:40 am December 11, 2015

Think Outside the Gift Wrap

SL Holiday CoverGIVING BACK THROUGH SOCIAL MEDIA

Each year, Schifino Lee celebrates the holiday season through Random Acts of Merry, as a way to give back to the community or various charitable causes. This year, we invite you and your friends, family and coworkers alike to participate in a social media campaign that will bring the community together in the most random ways – and we’ll match you! To get involved, all you need to do is take a photo of a random act of kindness and share it on Instagram with #randomactsofmerry. Examples of these acts include dropping off food/clothes at a homeless shelter, paying for a stranger’s lunch order, or helping and elderly neighbor hang their holiday lights.

All photos shared with this hashtag will be aggregated onto our campaign landing page, actsofmerry.com through a live social feed. The campaign will launch on December 12th and run until December 25th.

This year we are thrilled to be supporting three main charities as a part of our outreach — The Humane Society of Tampa Bay, onbikes and The Salvation Army of Tampa.

You can specifically support one of our featured charities by tagging the charity of your choice within your social media post. As an incentive, Schifino Lee will match each tag with a donation to that specific charity. Donations from Schifino Lee will come in the form of food, blankets, toys, etc for the Humane Society, canned food and toiletries for the Salvation Army and employee participation in onbikes’ “Bike Build.”

THE HUMANE SOCIETY OF TAMPA BAY

The Humane Society of Tampa Bay is dedicated to ending animal homelessness and providing care and comfort for companion animals in need. On December 12th, the society is pairing with Mastro Subaru for their annual “Subaru Share the Love ” event to help collect donations of pet food and supplies.

ONBIKES

onbikes is a non-profit organization that delivers new bicycles to at-risk and foster children in our local community. On December 12th onbikes will host their annual Winter Wonder Ride – a community bike ride through the heart of Tampa. All proceeds from the ride go towards the purchase of bicycles and helmets for at-risk and foster kids throughout the Tampa Bay area this holiday season.

THE SALVATION ARMY OF TAMPA

The Salvation Army in Hillsborough County exists to save souls, grow saints and serve suffering humanity. Volunteers are needed throughout the month of December to organize gift distribution to needy families and help with food prep and services in emergency and transitional shelters.

Visit salvationarmyflorida.org/tampa/volunteer/ for more information.

Schifino Lee - 4:18 pm March 9, 2015

Joanna Lord at GIF: Community Over Everything

Last week I had an opportunity to attend a portion of the Gasparilla Interactive Festival. As I listened to Joanna Lord speak about her passions and the growth of her business, it really sparked something in me; Business shouldn’t  just be about products and revenue, but it should also have a large emphasis on community.

If you want a successful business, you need to go the extra mile and do something completely unnatural to increase your growth as a company. Joanna talked about taking risks and empowering everyone to be their best selves.

For Porch, the company she currently works with, she discussed how an employee is chosen randomly each month and they are allotted a certain amount of money to do what they feel will help the company (whether it is an social outing for the employees or it is to bring a speaker in for a day to teach them something new). She said that the title of the person has no relevance in this matter, because everyone has something they can bring to the table.

She stressed how important community is within the company, and to make sure that all employees are happy, which increases their chances at being successful as a whole. Which make sense… if employees are unhappy coming to work; they won’t perform as well and in turn the business will suffer. Therefore, community and employee happiness is key in a successful company.

Schifino Lee - 12:18 pm January 29, 2015

Strategy, Planning, & Bumper Cars

How freeing it is to slam the pedal all the way down, pushing so hard you almost crack through the floor. Smile. And navigate like a drunk baby. Not without a care- not like Louise letting it all go over the edge- just the opposite. In a bumper car, your cares are lifted and you are free to cruise in any direction.

I’ve been in four wrecks over the past 32 years. The first three turned me into a timid driver; the last one-  a terrifying head-on collision-  gave me confidence. I realized there’s no point living a life filled with fear. It’s too heavy a burden and we can accomplish so much more without it.

When we create, we have to be the same way, confident and free. Our best solutions hit when nothing is holding us back. So, we open our eyes to new possibilities. We say powerful things like “What if” and we take chances. A lot of chances. The greatest minds are not the greatest minds because they drove a 2007 Toyota Corolla like it was a 2007 Toyota Corolla; they drove it like it was a rocket-fueled Bumper Ferrari.

This year, plan for success. Build a strategy around research and big ideas. Define your goals and aspirations. And take every opportunity available to say “What if” and see where it leads.

Pat Floyd - 5:10 pm December 29, 2014

Why We’re Creatives

I’ve found that those of us on the creative side of advertising didn’t really have a choice. We were born this way. We feel the need to create and we do it. We must have an outlet lest it drive us insane. Art directors, copywriters, production artists, creative directors…we all felt the calling.

Growing up I always had a new art project. Like most kids, it started as finger painting, then crayons. Before long, I was taking art lessons, painting, drawing, sculpting, photography, writing stories- anything to keep the creative juices flowing. Before long, it evolved into learning guitar, and later bass, drums, and eventually singing. Playing music soon led to starting and joining bands. The bands needed promotional materials but we never had the funds to pay someone to create it all for us. So, this led to me learning graphic design, website design, marketing, computer animation, photography, and video editing. The need to learn and create led to more learning and creating. I could never get enough!

When the reality sunk in that my dreams of rock stardom may fall through, I began to think about what I wanted to do with my life. There was no question that it had to be creative, so I started at a small company as a graphic designer using the skills from all that learning and creating.

I think most of us have similar backstories. We often have creative hobbies that exist outside of work, from music and fine art to woodworking and photography. Whatever the medium, it all comes from the same place. Along with that insatiable urge to create, create, create.

Schifino Lee - 5:56 pm December 23, 2014

Merry Christmas vs Happy Holidays

 

 

 

 

 

 

 

 

 

 

As the holidays are just around the corner, we are continuously bombarded by messages of season’s greetings everywhere we go. However, over the years, messages have changed from “Merry Christmas” and “Happy Hanukkah” to “Happy Holidays”. Companies under pressure to avoid alienating their customer base have made decisions to go with a generic message.

Having been raised in a household which celebrated both Hanukkah and Christmas, this has always interested me. In fact, as I write this, I sit between a Christmas tree and a menorah.

So what do you think? Is “Merry Christmas” an acceptable festive greeting or a religiously alienating term which has no place in corporate America?

Many religious and political organizations have taken a stand on either side of the fence regarding this topic.  The American Family Association (AFA) has started a naughty or nice list which calls out major retailers using the more generic season’s greeting in their December advertising. This year’s “naughty” bunch includes companies such as Barnes & Noble, Office Depot, and Victoria’s Secret. The AFA has even gone as far as to spearhead a one-month boycott of PetSmart for their censorship of the word “Christmas”.

According to the AFA, the trend is swinging back in favor of Christmas as they’ve seen the percentage of retailers referring to Christmas in their holiday advertising rise from 20 percent to 80 percent over the past 5 years.

Personally, I have no problem with saying “Happy Holidays”. However, if you feature a Christmas tree in your ad, you may as well say “Merry Christmas”.

Schifino Lee - 1:53 pm December 12, 2014

Help “Sabrastian” Find a Home for the Holidays

This year, in keeping with our tradition of Random Acts of Merry, the Schifino Lee team is putting our considerable creative talents to work helping a pair of “adoption-challenged” canines find a loving home in time for the holidays.

To hear their touching backstory, see our efforts to raise awareness, and find out how you can help, check out our “Two Is Hotter Than One” video.

To follow their story and spread the good word about these wonderful pooches, like us on Facebook.

Happy Holidays from everyone at Schifino Lee.

Watch the video we made to help support Sabrastian and find them a forever home this holiday season:

Schifino Lee - 11:46 am August 29, 2014

The art of media planning/buying at Schifino Lee

Summer intern Paige Colloredo provides this entry about her impressions of learning the art of media planning/buying at Schifino Lee.

I am extremely thankful for the internship opportunity Schifino Lee gave me this summer. The lessons I have learned and experience I have gained will aid me not only in the post-graduation job search, but also throughout my future career as an advertising professional.

I began my internship at Schifino Lee as an enthusiastic yet inexperienced advertising student, vastly unaware of how an advertising agency even worked. As a rising senior, I still had no idea how the information I learned in my advertising courses was applicable to the real world. I knew I was interested in media but was unsure of how media planning and buying worked. Through my internship I have acquired a thorough understanding of the media process, i.e. conducting research, developing the plan, negotiating with media vendors, trafficking ads, reporting results, reconciliation, etc.

In addition to the media experience I have attained, I have learned how an agency works and what is expected of employees in each position. The upbeat and positive people at Schifino Lee have revealed the utmost importance of being able to work well with a team. I have learned that being able to communicate effectively with colleagues allows for projects to be completed quickly and effectively. Schifino Lee has provided me with the advertising experience that is crucial in moving forward with my career plans. The firm’s inviting culture allowed me to easily ask questions and gain hands-on experience in advertising.  I especially enjoyed how the team bonded in and outside of the office. I can only hope to find a job somewhere as remarkable as Schifino Lee.

I cannot fully express my appreciation for the entire team here, especially Tamara.  I will forever be grateful for the time she has invested into making my experience here at Schifino Lee exceptionally rewarding.

Schifino Lee - 9:25 am August 14, 2014

Summer Sets On a Hot Group of Interns

 

It’s been an incredibly busy, exceptionally successful summer here at Schifino Lee. A big part of that is due to the outstanding class of summer interns we were able to round up. Our creative, media and account teams all benefitted from these six smart, spirited, and hungry to learn newbies. So as summer wraps up, we want to profile what lies ahead for each.

Heather Fitzgerald, Creative Intern                 

To say Heather is a self-motivated, go-getter is an understatement. Originally from Philly, she’s a recent University of Tampa grad with a B.A. in Graphic Design. Her passion for design and branding proved so infectious, and the speed and quality of her work so good, that we decided to bring her on as a full-time Junior Art Director.

Rebecca Scott, Account Service Intern                                                              

Energetic, confident, and curious about all aspects of the business, Rebecca recently graduated from the University of Florida with a B.A. in Philosophy and a minor in Anthropology. Her combination of smarts, efficiency, positivity and openness to learning earned her a full-time role with our account team. Go Gators!

Malcolm Vieux, Creative & Account Service (hybrid) Intern                                                              

Fascinated by the influence advertising has on pop culture, Malcolm plans to one day use that power to create healthy social change. He certainly had a big influence on the agency’s work, both on the account side and creatively as a writer. This Fall he’s headed to Chicago to land a big-league ad gig and to pursue grad school as well, building on his B.S. in Business Administration from High Point University.

Paige Colloredo, Media Intern                                                                        

Prior to her senior year this Fall as an advertising major at the University of Florida, Paige wanted to get ahead of the curve through some real-world experience. She got plenty of that and more working closely with our media team. Armed with new knowledge and skills, she should be well on the way to her goal of becoming a media planner in New York, L.A. or Nashville.

Katey Powers, Account Service Intern  (Not Pictured)                                                    

With a strong business sense, and knack for sales and advertising, Katey knew the right internship could help her focus her professional goals and her future. As a go-to resource for the entire account team, she got invaluable exposure to the ad business that will serve her well as she continues her marketing major at Liberty University in Virginia.

Sierra Starkey, Creative Intern                                                                 

Originally studying Pharmaceuticals at the University of Florida, Sierra made an impulsive move to graphic design her sophomore year. Good thing for us, because we put her design skills to good use on several big projects. She’s returning to UF in the Fall to start the upper division BFA program and serve as the university’s social media design intern.

 

We’re proud to welcome some of our summer intern class as permanent members of the Schifino Lee family and wish all the best to the rest who’ll be sorely missed by colleagues and friends. Now…time to get started on Fall intern interviews!

Schifino Lee - 5:31 pm July 30, 2014

What Netflix’s rise in subscriptions really means

Why the rise of Netflix and other on-demand video services make product placement even more essential.

Netflix’s recent surpassing of 50 million subscribers (the equivalent of approximately 16% of the U.S. population) this week has us thinking. If this is going to be the next primary way to view programming, will traditional video ads still be as affective?

My belief is no. Of the many reasons why people abandon cable and opt for streaming, one of the key motives is the fact that streaming services offer less ads and more content. So if the market heads in the direction where video ads become limited the industry must take full advantage of an age-old strategy; product placement.

This strategy has been used extensively in Netflix’s original programming; most notably “House of Cards”; while on the other hand broadcasting companies have yet to place as high of an importance on this tactic. This will become a monumental advantage for Netflix as streaming becomes the norm. They will gain the ability to outbid such powerful broadcasters as Disney, Time Warner and NBCUniversal for advertising sponsorship due to their programming’s ability to spark more consumer interest in products/ services and promote more action.

Amanda Koenn - 1:20 pm July 25, 2014

Some ideas are outside the box. Others, inside a bottle.

Tampa’s Lowry Park Zoo asked Schifino Lee to “brew up” unique concepts and advertising materials for the 19th annual WaZoo Beer Fest, taking place on August 2nd. This nationally reowned event, named one of the “10 Great Beer Festivals in the Country” by USA Today, features over 275 brews, food and live music throughout the Zoo.

Schifino Lee was responsible for developing the creative concept and executing posters, flyers, t-shirts, outdoor, print and digital advertisements. The message “Drink Beer. Save Wildlife.” was derived from the core focus of the event and the visuals were created utilizing individual bottle caps to execute animal artwork including a macaw, giraffe and elephant.

A ticket to WaZoo Beer Fest includes unlimited tastings of over 275 beers from around the world, accompanied by food from local restaurants throughout the Tampa Bay area. Although they won’t have the animals on exhibit, there will be live animal encounters throughout the park and live music from local artists.

Click here for more information or purchase tickets online.

Schifino Lee - 3:26 pm July 21, 2014

iBeacon brings light to foggy marketplace

Apple has implemented an indoor proximity system known as iBeacon into the newer generations of their devices.  These tiny, inexpensive, Bluetooth transmitters will provide device users with better location-based information and services; FourSquare and Groupon being examples of benefactors. Since iBeacon must be activated with the downloading of an app, the potential consumers opt in to viewing this content. So, what does this mean for advertisers? Everything.

In addition to making these services better, iBeacon transmitters will (upon app installation) stay alert for transmissions within range pertaining to sales and specials by local vendors. So if a device user were to pass by a beacon in a shop, after 20 seconds of remaining within range the retailer’s app would send the passerby’s device a transmission displaying an ad.

This is incredibly useful technology for advertisers. Those who choose to download the app have voluntarily made themselves susceptible to receiving advertising content. This allows a vendor to attain better engagement. First, the passerby is open to receiving content; second, they have been within a reasonable range of your store for 20 seconds or more. This leads to strategic targeting of people most likely to perform a transaction in your store. Coca Cola is one of the premier brands already strategizing on how to use this technology effectively.

(courtesy of zdnet.com)

Schifino Lee - 3:43 pm June 23, 2014

Interactive Art Wall Goes Global

 

Candy Chang, is an artist who believes in the potential to explore the relationship between public space and personal well-being. We were immediately inspired with her project Before I Die, where she transformed an abandoned house into an interactive wall-art for people to write and share their wishes. Anyone walking by could pick up a chalk and join in. Thanks to street art loving and passionate people around the world, Chang’s project went from inspiring hundreds of people in her neighborhood, to creating over 475 Before I Die walls in over 30 languages and 65 countries.

Check out the Walls Around the World.

 

Schifino Lee - 9:31 am June 12, 2014

Viva 6 Minute World Cup Ads

Summer intern Malcolm Vieux provides this entry about his thoughts on advertising during the World Cup.

The World Cup kicks off today at 4PM ET and goes until July 13. 64 games in five weeks. And every World Cup the world’s premier brands release ads that range in reaction from astounding to “What?” Personally, my favorites are short film-like commercials that span from three to six minutes. This year there are two that I find most impressive; Beats By Dre’s “The Game Before The Game” and Nike’s “Winner Stays”.

Interestingly, unlike prior years the number of YouTube views, Facebook shares, and Twitter interactions on these long commercials have skyrocketed before the first game ball has even been kicked. On YouTube Beats By Dre has surpassed 7.7M views and Nike sits at 73.4M views and climbing. This begs me to wonder, why are these lengthy commercials so successful when the average commercial length has shrunken due primarily to shorter attention spans?

In my opinion, it’s purely a matter of force versus consent. Social media allows people to access the content they want at their own discretion; so when they decide that this commercial looks interesting enough to click on it (due to the number of likes, retweets, favorites, or simply because it’s on their timeline) the ad has achieved consent. When this occurs, time is no longer the largest factor in achieving engagement, entertainment is. Unlike television which forces content on the viewer, social media does a phenomenal job of enticing consumers to view ads.

So the reason we’re able to see these great short-film style ads is because soccer is the world’s most popular sport and mediums like Twitter, Facebook, etc. have become popular enough globally to engage a substantial number of viewers.

 

Schifino Lee - 2:29 pm April 10, 2014

Music and Marketing

According to the IEG Sponsorship Report, North American-based companies such as Pepsi and Doritos will spend about $1.3 billion this year to have their names attached to everything from concert tours and festivals to music venues. With music festivals drawing anywhere from 75,000 to 3.2 million concert-goers, it’s no surprise that brands are ever-increasingly inserting their presence in the music scene and becoming sponsors of artists and events to reach the youth market.

Not only are brands associating themselves more with artists and events, but also with other brands. For example, now that everyone has chosen their favorite streaming service (Pandora, Spotify, Grooveshark, Rdio, take your pick), car companies want you to be able to access that service through your brand new 2014 model car. That’s right, from about $100 to $300 a bundle, you can have smart phone-free access to your music streaming account. Now, all that’s left to do is for Honda and Mercedes to figure out which service they prefer to align themselves with.

Lady Gaga, reigning queen of pop music, stated in her keynote interview at SXSW in Austin, Texas last month that, “without sponsorships, we wouldn’t have any more artists coming to Austin, we wouldn’t have any more festivals, because record labels don’t have any money.” If the record labels don’t have the money to promote and sponsor their artists, then Doritos is surely more than happy to place their brand front-and-center at Lady Gaga’s sold-out concerts and gain access to her 41.2 million followers.

Schifino Lee - 11:02 am March 21, 2014

Schifino Lee expands its creative team

We’d like to introduce you to the two newest members of the Schifino Lee creative team – Kevin Byrd, Senior Writer, and Sara Haun, Production Designer. They bring valuable experience and talent to the agency and our clients.

Kevin Bryd, Senior Writer

Kevin’s diverse branding and digital experience with agencies in Dallas, Atlanta, and Tampa includes a long list of national and regional consumer brands like Best Buy, Crest, Greyhound, TGIFriday’s, Bright House Networks, and Moffitt Cancer Center. Here at Schifino Lee, he’s already been put to good use on Westshore Pizza, Homes by WestBay, and Tampa’s Lowry Park Zoo, among other clients.

A graduate of the University of Florida, as well as Atlanta’s Portfolio Center, Kevin believes in constantly evolving and educating himself to stay current in the world of marketing and advertising. “There are so many amazing creative opportunities out there thanks to new digital and social media platforms, if you know how to leverage them properly. It’s a really exciting time in the ad biz for brands of all sizes.”

Sara Haun, Production Designer

Sara honed her professional design skills on noteworthy clients such as Walt Disney World, Eckerd Youth Alternatives, Postcard Mania, and Masonite. She likes to stay up-to-date on other agencies and campaigns and particularly admires the current “Spread the Happy” campaign from Nutella.

She’s a University of Tampa alumni who hopes to learn as much as possible through her work and to make a name for herself while embodying Walt Disney’s words: “Do what you do so well that they will want to see it again and bring their friends.”

Please join us in welcoming Kevin and Sara to the Schifino Lee team.

Amanda Koenn - 3:18 pm January 17, 2014

Supporting the Community You Live In

When something disheartening happens to someone close to us, we feel obligated to lend a hand. A strong community has the same mindset and will rally together to offer camaraderie and act as a support system during hard times. This is exactly what our Tampa Bay community has done after the tragic shooting at the Cobb Theaters Grove 16 in order to support the Oulson family.

Our client Westshore Pizza has gone above and beyond the call by committing to donate $1.00 for every pizza sold after 5pm from January 15 – January 17. As of today, Westshore Pizza has helped raise over $10,000 for Nicole Oulson and her three year old daughter.

Read more about their efforts and how to donate.

Schifino Lee - 11:08 am December 20, 2013

Schifino Lee’s 55 Random Acts of Merry

Ah, the holidays. The busiest, most stressful time of the year. But what if we put that craziness on pause to embrace the real spirit of the season? Made time for small acts of kindness (a warm shot of “merry”, if you will) to friends, family, even strangers? It might start with something like this — 55 simple, offbeat, and most definitely random ways to share a little goodness, courtesy of your friends at Schifino Lee. Try a few and spread the word. Trust us, you’ll be glad you did.

http://www.actsofmerry.com/#

Schifino Lee - 5:36 pm December 16, 2013

Congratulations to Tampa Bay Sports Commission

Congratulations to our client Tampa Bay Sports Commission for being awarded the 2017 College Football National Championship Game. We are proud to have been part of the campaign that brought this game-changing event to Tampa Bay!

Amanda Koenn - 5:24 pm July 2, 2013

Congratulations to the Fast 50 finalists

Schifino Lee would like to congratulate four of our branding clients for ranking this year as one of Tampa Bay Business Journal’s 50 Fastest Growing Companies, based on annual percentage growth over a three-year period.

Our favorite Fast 50 finalists are ARMA Global, Franklin Street, Spectrio, and Veredus.

Click here for a complete list of finalists.

Kudos to all!

Schifino Lee - 6:21 pm April 22, 2013

World Renowned Writer Visits Schifino Lee

Dr. Harry Coffman, world renowned author of the Book Good Enough, visited Schifino Lee to spread positive energy and world changing conversation.

The uncle of our VP & Director of Client Services, Roxie Clements, Harry resides in Portland, Oregon.  As a spiritual advisor to nations, presidents, governors, as well as world figures, Harry travels extensively – most recently to Israel.

His book has been published around the world, including in Holland under the title Goed Genoeg (www.ikbengoedgenoeg.nl/) in the Dutch language of Schifino Lee Principal, Paola Schifino – also shown here with Harry & Roxie. “In reading my signed copy of Good Enough I am enthralled by Dr. Coffman’s experiences as an angry but determined young man that have led him down his path of enlightment.”

The book is available for purchase on www.amazon.com and bookstores across the country.

Schifino Lee - 6:37 pm September 24, 2012

If you want your customers to interact with your products, interact with them!

More and more brands are finding interesting and compelling ways to interact with their target audiences in this interactive world. Nestle’s Contrex bottled mineral water knew that if they wanted to more effectively reach their audience, they’d have to come up with something nobody has ever seen before.

What appeared to be a row of random pink exercise bikes in Paris turned out to be the heart of Contrex’s viral ‘My Contrexperience’ digital campaign created by the Paris-based agency, Marcel. As you can see from the video link below, intrigued women approached the bikes and began pedaling and their movement came to life to be reqarded with a sexy exhibition as well as Contrex water conveniently located next to every exercise bike.

The bottled water market today is filled with boring clichés that people no longer get excited about. Contrex’s interactive campaign targeted women with a common message: if you want to lose weight, exercise rigorously, then cool down with Contrex water. They were able to take an ordinary message and turn it into a unique, extraordinary concept.

The days of just merely seeing an ad on television or in print are over. Consumers are now expecting to be entertained, as much as interacted with, in an engaging manner. Newspapers are even moving to the digital space to better interact with their audiences and give their consumers an opportunity to better connect with the traditional media.

No brand is going to survive if they don’t step away from play-it-safe techniques and start moving towards original, creative consumer interaction. The execution and delivery proved to be a success and the video went viral.

 

 

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.

Amanda Koenn - 3:37 pm April 5, 2012

Quaker Oats prepares Larry for bikini season

When a long-established brand like Quaker Oats decides to refresh their logo the advertising world pays attentions. Schifino Lee wanted to know the details behind the new Larry and the new look, so we investigated.

The makeover was moderate but very effective to convey the message Quaker Oats is selling its consumers, “energy and healthy choices.” Larry is still sporting his classic Quaker hat but has lost his double chin. “We took about five pounds off him,” said Michael Connors, Vice President of Design at Hornall Anderson. The overall makeover included a hair cut, a pricey facelift, and a trip to the gym. Connors and his team shortened Larry’s hair to keep him looking thin. They also removed the double chin and brought in the sides of his face to introduce a more youthful slimmer look. And the final touches included broadening Larry’s shoulders to finalize his healthy energetic appearance.

Overall, Larry is looking pretty good. Time and tweets will tell how effective Larry’s new look will work for Quaker Oats and PepsiCo Inc.

Schifino Lee - 9:26 pm September 6, 2011

Mad Men with wings?

Passion, jealousy and espionage — they do it all — and they do it at 30,000 feet.

Pan American World Airways was founded in 1927 as a scheduled airmail and passenger service operating between Florida and Havana. With its refined image and famous flying boats, or ‘Clippers’, the airline soon became synonymous with the romance and glamour of air travel.

Then, in the early ‘90’s, when things other than romance and glamour became fashionable, Pan Am flew off into the sunset.

Now, what’s old is new again.

The folks that bought the Pan Am brand name after the legendary airline went bust in the 1990s are trying to revive it.  In addition to the much-anticipated TV show on ABC this fall, we will see the takeoff of Pan Am merchandise, such as the classic blue-and-white bag called The Explorer.

Can the Pan Am brand fly high again?

Pan Am was about people getting dressed up to fly and experience a journey to a dreamy world above the clouds. In today’s flight plan, there is little fun and glamor attached to the thought of air travel. Pan Am offers everyone the glimmer of hope that travel can be a swanky adventure once again. (Then again, didn’t Jet Blue try to do this with their “Jetting” campaign a few years ago?)

Will people feel the same affection for Pan Am now because they remember the brand from 20 years ago? Will a new generation with no memory of the brand embrace Pan Am the way they embrace Mad Men or cocktail culture? If the show succeeds, will someone propose an HBO movie about rump Air or People’s Express?

Maybe blue & white logos are just where it’s at right now – Facebook, Twitter…Pan Am.

So is Pan Am Mad Men Meets the Mile High Club? Or just an eccentric product placement for a brand that no longer exists? As usual, it all depends on the quality of the creative content.

Schifino Lee - 5:46 pm June 1, 2011

why american villages are safe from typhoons.

Today is June First. A date significant in 3 ways:

  1. The baseball season is statistically over
  2. Hurricane season begins
  3. It is OFFICIALLY way too late to play hockey even though the Bruins face off against the Canucks tonight for Lord Stanley’s Cup.

But back to #2.

Everywhere else in the tropic and subtropical world this time of year is called The Rainy Season. Hurricanes are not guaranteed, but you can be sure there will be a deluge with rolling thunder and eye-splitting shafts of lightening (as there is at this very moment) most afternoons.

So why Hurricane Season? I suspect because Rainy Season sounds too quaint and colonial. Rainy Season is what happens in other places, little places, places where they make Nikes rather than wear them. The USA is biggest, baddest, most exceptional country ever, therefore we do not have showers, rain storms, squalls or even monsoons (which are actually winds that bring or prevent rain on a semi-annual cycle). No, our summer weather is characterized by the mightiest of all meteorological phenomena, the hurricane. Hawaii and California also get hurricanes, although these Pacific-bred storms are properly typhoons. Typhoons can only happen in other places where something that sounds like a baby-talk could be menacing.

Our preference for hurricane over rain is an affect of that national pride that prevents the US from having villages. Everywhere else there are villages. The news media always refer to villages in Afghanistan, France, Japan, Mexico. Not here. Any wide place in the road with a population of 2.5 where a news van stops is still a town.

“Coastal village inundated by typhoon!” It can’t happen here.

 

Schifino Lee - 7:39 pm May 11, 2011

Baa Baa Black (leather) Sheep

Zynga and Gaga present sheep on hog action starting May 17.

In a cross promotional concept so huge the human brain cannot begin to comprehend it, Lady Gaga has struck a deal with Zynga, maker of FarmVille and other social games popular on Facebook, to promote her upcoming album Born This Way.

Players of a new game called “Gagaville”  will be able to hear portions of the album prior to release and access exclusive, extra  material afterward.

What can one expect down on GagaVille Farm? “think crystals, unicorns, sheep on motorcycles,” Zynga said in the press release. The madness begins May 17.

FYI: Lady Gaga is Stefani Joanne Angelina Germanotta, born 3/28/1986 in NY, NY.

Amanda Koenn - 3:11 pm April 12, 2011

Spin For Kids

The 2011 Spin For Kids Celebrity Bike Spin took place this past weekend at the Glazer Children’s Museum. The host of this years event was Buccaneer great, #51 Barrett Rudd.

The funds raised will benefit Academy Prep, a Tampa middle school which prepares economically disadvantaged students to achieve acadmic success, and PlaySmart, a national non-profit organization that helps kids reach their full potential through sports.

The event was a great success and included 5 hours of spinning on the lawn of Curtis Hixon park with motivational instructors pushing everyone to their limits. After the intense spin a party was held at the Glazer Children’s Museum with a live band, food, drinks and dancing.

Glazer Childrens Museum on Curtis Hixon Park in downtown Tampa, site of Celebrity Spin for Kids.

SchifinoLee provided all of the marking support for this super event including the logo, flyers and ads.

Schifino Lee - 7:51 pm February 11, 2011

Milton Glaser’s hidden talent

Not only is Milton Glaser one of the world’s great illustrators, an outstanding teacher and an iconic graphic designer—the man can also tell a joke. And, oy vey, can he curse!

Watch the 82 year old in action here. These come from Old Jews Telling Jokes, my very favorite iTunes podcast.

Milton Glaser, Two Garmentos

Schifino Lee - 2:40 pm August 17, 2010

On the other hand, everyone now has a gym membership

Naked Office, on UK cable channel Virgin1, is not a behind-the-scenes look at a certain popular comedy series. It’s a reality show about… you’ve no doubt figured it out.

Each week a disfunctional small business in Great Britain is visited by “Leading behaviour change specialist and leadership guru Seven Suphi.” She analyzes their problems and has the staff work through them on a very casual friday. (Come to think of it, it is a behind-the-scenes look). Ms. Suphi explains her method thus, “participating in The Naked Office social experiment will hopefully help employees with their confidence, trust and authenticity.”

Here’s a synopsis from one of Seven’s exposees that puts the graphic in graphic artists as she buffs the morale at a design firm. (That’s 4 puns in 1 sentence. My work here is done).

Tune in next week when Seven works her magic on a wedding planning business where its easy to see who the best man is.

Schifino Lee - 3:54 pm July 29, 2010

If you’re not part of the solution…

The business jargon bandwagon that everyone is riding nowadays is called, “Solutions Provider.” Why merely sell a thing or service, when one can provide a solution?

The strategy of solutions provided has a sturdy psychological basis. There’s a gap in your life or business, some gaping hole caused by a deep riddle or gnawing necessity. If only you could solve it, life would be complete. Hence the Solution Provider, your dedicated partner, friend and enabler. In addition to the “if only” card, the Solution Provider also plays the self esteem card. They provide a unique solution customized to your needs because each of us is a precious snowflake.

Schifino Lee, as a Commercial Identity Solutions Provider, stands ready to assist any business upgrade to the rarified aura of Solutions Provider. Here are some examples:

Egress Solutions Provider: Doorman

Tonsorial Grooming Solutions Provider: Barber

Nutrient Disc Deployment Solutions: Pizza Delivery

Flora Uniformity Solutions Providers: Lawn Crew

Glass Transparency Solutions Provider: Window Washer

Female Self Esteem Improvement Provider: Cosmetic Surgeon

Temporary Child Care Solutions Provider: Baby Sitter

Text to Action Translation Provider: Actor

Satisfaction Obstruction Solutions Provider: Customer Service Rep

Animal Cardio Health Provider: Dogwalker

Transaction Consummation Solutions Provider: Cashier

Domestic Sanitation & Appearance Enhancement Provider: House Cleaner

Spousal Atonement Solutions Provider (entry level): Florist

Spousal Atonement Solutions Provider (mid level): Maitre d’

Spousal Atonement Solutions Provider (advanced): Jeweler

Solutions Solutions Provider: Math Tutor

Schifino Lee - 4:34 pm July 26, 2010

A survivor of the good old days

When you read about the way he lived, it’s amazing that advertising legend Jerry Della Femina is still alive. In an interview on NPR Weekend All Things Considered, July 24, The multi-agency founder reminisced about the days of the Mad Men when you had a bouncy couch in your office and a bottle in your desk. Taking advantage of the AMC series about the life and hungover times of advertising executives in the 1960s, DellaFemina has released an update of his 1970 memoir From Those Wonderful Folks Who Gave You Pearl Harbor.

In those days when the ad revolution (i.e. the rise of the “creative agency”) met the sexual revolution the ads were outrageous and the Madison Avenue workstyle even more so. Nowadays the ads seem quaint and the antics unspeakable. The annual office contest, excerpted from the book on NRP.com, is gauche if not offensive to even the ambisexual AE in the next cubicle.

Some things about the good old days are better off gone.

Schifino Lee - 2:32 pm May 3, 2010

He served us well

The greatest graphic designer you never heard of has passed away. His name was Leslie Buck. He lived and worked in New York, and if sheer production volume is the measure, he is one of the greatest designers ever.

What you don’t know what he designed? But it’s an icon! It’s blue, white and gold and fits in your hands. It’s very New Yawk. Still don’t know? I’ll just cue up a re-run of Law and Order (doesn’t matter which one). Here are the detectives walking down a cold Manhattan street. One moodily sips some coffee. Okay, freeze-frame. What’s that in his hand? That’s right. Leslie Buck is the designer of the ubiquitous take-out coffee cup known as the Anphora.

As befits a gentleperson of great accomplishment, Mr. Buck, a Czech-born Holocaust Survivor, got a feature obit in the New York Times, which we are pleased to share with you.

Paola Schifino - 10:01 am April 27, 2010

A new model for earning value

On April 17, at an event in Nashville, TN, Tim Tebow said his Super Bowl ad for Focus on the Family cost him sponsorship deals. He didn’t say who objected to his pro-life, pro-traditional family (some would say anti-woman, anti-equality) message. If these companies do not support his values, he’s right not to shill for them.

The recently graduated University of Florida quarterback is learning the ropes as a sports celebrity, trying to find the right balance between his athletic and personal lives. That is: creating value without compromising values. (more…)

Schifino Lee - 12:59 pm April 23, 2010

4/23/85 A date that will live in branding infamy

Today is the 25th anniversary of the most spectacular failure in the history of brands. New Coke officially began its 77-day life span on April 23, 1985.

The truth is New Coke consistently beat old Coke and Pepsi in taste tests. It sold well and even recaptured brand share for the Atlanta-based beverage maker.

(more…)