MARTIN
CANELLAKIS
CREATIVE DIRECTOR/
COPYWRITER
While many banks profess to be global, most are based in Europe or the US and have branches in emerging markets. HSBC is truly global, making it able to provide crucial insights to companies looking to do business globally. This campaign seeds the problem, then offers something most banks can’t-local knowledge.
As of late, the Italian wine business has been eroded by California varietals, particularly in the Pinot Grigio category. Still, when asked, most wine drinkers prefer a wine created in the region that the grape originated. The problem with Cavit? Nobody new it was Italian. This campaign seeks to remedy that misconception without using visuals of vineyards or little old Italian men playing bocce.
An extremely successful method of investing mired in a company image shaped by their reliance on low budget, late night infomercials needed to be gussied up. How do you present an honest message to the average investor without alienating your get-rich-quick oriented customer base? Have them do it for you.
What do environmental issues and a global communications company have in common? Verizon has traditionally sold its services using either a price or a reliability strategy. This drastic departure in messaging was created with the belief that, if Verizon were able foster positive dialogue over its network, the company could go beyond its current positioning and garner customers by providing them with an positive interactive experience.
The telephone. The copy machine. The fax. There are certain irrefutable milestones in business technology. And as recent history has proven, internet service that runs exclusively on fiber optics is one of them. This business-to-business campaign touted the achievement for what it was–a giant leap forward–then translated that achievement into personal benefits for the end user.
Since its introduction, Aquafresh had been the “fun, fresh” toothpaste brand. Which was fine until the introduction of multi-benefit products like Colgate Total caused it to lose significant market share. These ads were designed to tout the new clinical, scientific benefits of Aquauafresh without eroding its current position in the marketplace.
A number of years ago, Ikea was an extremely successful global retailer with no US presence. The company needed a rallying cry to get prospective customers and employees to understand their culture. This theme line captured the infectious enthusiasm of one of the world’s greatest brands.
The nun on the bottle of Frangelico had been relegated to the back of grandma’s cordial cabinet, and was in desperate need of a facelift. This campaign used the heat generated by the likes of Marcello Mastroianni and Anita Ekberg to fire up the brand.
Wooing Shaquille O’Neil away from a Nike sponsorship was a monster coup for Reebok. Finally, they could be mentioned in the same breath as the market leader. Reebok wanted to celebrate this defining moment with advertising that reflected Shaq’s style of play. Not to mention the likely outcome of going up against him in the low post.
This small space newspaper ad (3″ x 3″) takes the Marshall McLuhan approach, proving that in some instances the medium is indeed the message. Also, it wasn’t lost on us that an ad any larger would have branded them hypocrites.
The brief for this spot was at the same time extremely liberating and extremely daunting–make Airwalk cool. Who would have thought cool would include elevator music?
What really goes on in Jaques Cousteau’s undersea world? Add a few Heinekens and you never can tell.
A hairy dog. A well dressed woman. Soggy fur. And pocket sized umbrella. To most, just a collection of disparate things. But add an Ennio Morricone inspired soundtrack, and it takes on all the hallmarks of a classic showdown.
Sometimes the simplest, most ordinary household object can make a tremendous visual statement. For years, this hardworking public service spot was the flagship for the March of Dimes Fight Low Birth-weight campaign.
Louis Armstrong and our big blue marble. This classic public service spot combined two very simple yet beautiful elements to make a very salient point about the need for our planet to recycle. It helped to cement the Environmental Defense Fund as the lead non-profit in the cause. It still runs to this day.
This spot which ran in cinemas in the UK explores the phenomena of coincidence. Is collective human thought ignited by a shared cosmic energy or just a common lust for chips in a long narrow tube?
What would you do if you ran a bank? Some would leverage deposits in risky financial schemes which ultimately collapse and require a government bailout. Others, well, would give out free doughnuts.
Some people’s lives take them all over the world. HSBC believes their investments should be able to keep up.
Euphemisms can only go so far when it comes to explaining personal problems. Sometimes it’s best to be direct. And when the problem is extremely personal, sometimes it’s best to be direct over the internet.
The truth of the matter is, all you need to vote in this country is citizenship and a pulse. And if you don’t vote, whose voice gets heard? One look at the kind of people capable of electing our legislators will send you scurrying to the polls.
How do you keep an apartment building full of would-be complainers when you want to jam with your boys? Load up on items from the dollar menu and start making friends.
The American Association of Blood Banks was in need of some deposits. There are the sweet, pleading entreaties for getting people to participate in worthy causes like blood drives. Then there are the more demanding, acerbic ones. Guess which are funnier.
You wouldn’t believe the focus and dedication that goes in to winning a bass fishing tournament, especially when it is broadcast nationally on Fox Sports. This campaign featured a fisherman who takes his fish focus with him everywhere, even into the bathtub.
Yet another visit with our maniacally obsessed bass fisherman finds him in the bathtub role playing with an toy mermaid.
Studies show that talking on a phone while driving is nearly as dangerous as drinking and driving. But how do you get people to remember the message, especially when the cell phone is ringing? This spot takes the consequences of distracted driving “off-road” so to speak, and puts them in a restaurant.
DIGITAL
Designed as an interactive forum to match HSBC’s global capabilities to potential customer’s needs, this site demonstrates the bank’s on-the-ground knowledge of international markets. Clients can find examples of the specific challenges certain countries present and ultimately find an HSBC relationship manager with expertise in those markets.
Along with packaging design, logo design, sales and press materials, and a brand manifesto, Farm to Table needed an ecommerce site that was simple, earnest, intuitive and most of all, an accurate reflection of the of the back-to-the-land approach the company is all about.
Henderson Hyundai needed a hook. It was losing business to the newer, shinier and more convenient auto mall down the road. Enter the fictitious character of Buck Henderson. He’s a down-home, plain-spoken cowboy who connects the Hyundai philosophy of quality over flash to the cowboy way. Web, print, in store, and TV applications helped boost sales by 30%.
Henderson Hyundai needed a hook. It was losing business to the newer, shinier and more convenient auto mall down the road. Enter the fictitious character of Buck Henderson. He’s a down-home, plain-spoken cowboy who connects the Hyundai philosophy of quality over flash to the cowboy way. Web, print, in store, and TV applications helped boost sales by 30%.
BRAND IDENTITY
The founders of Farm to Table had a great product and not much else. Packaging design, logo design, website design, sales and press materials, and a brand manifesto positioning the company against “big agri-business” allowed customers to see the product for what it truly was. Responsibly produced, artisanally crafted, and not incidentally, downright delicious.
In the world of celebrity makeup, Kristofer Buckle is king. Hundreds of the entertainment industry’s most public female figures rely on him to care for their most precious assets. But in the everyday world, Buckle is not so well known. This extensive exploratory into the Buckle brand is designed to identify the artist’s assets and find ways to transfer them into the world of retail makeup.
CASE STUDY FILMS
One of the tough things about running a bank that operates in 84 countries and territories is getting everyone on the same page. When top management came to JWT for help with the matter, the answer was this series of films that were required viewing throughout the HSBC network. The films featured three successful companies, each with a similar management issue to HSBC, and how they were able to surmount their problems.
One of the tough things about running a bank that operates in 84 countries and territories is getting everyone on the same page. When top management came to JWT for help with the matter, the answer was this series of films that were required viewing throughout the HSBC network. The films featured three successful companies, each with a similar management issue to HSBC, and how they were able to surmount their problems.
One of the tough things about running a bank that operates in 84 countries and territories is getting everyone on the same page. When top management came to JWT for help with the matter, the answer was this series of films that were required viewing throughout the HSBC network. The films featured three successful companies, each with a similar management issue to HSBC, and how they were able to surmount their problems.
ENTERTAINMENT
Written and directed by Martin Canellakis, The Science of Lance Armstrong, became an international “Watch with the World Event” running simultaneously in over 150 countries across the Discovery Channel networks. The program included successful branded integrations for Nike, Trek, and AMD computers.
As a producer on the show, Martin Canellakis wrote, produced and edited various segments of the program which runs on the Independent Film Channel and casts a critical eye on the news media.
This hosted Science Channel series which explores the science behind home construction found an enthusiastic audience amongst brainy DIYers. The pilot episodes were directed by Martin Canellakis.
CLIENTS
HSBC, AMERICAN EXPRESS, VERIZON, AT&T, IKEA, BEAR STEARNS, DWS-SCUDDER, FM GLOBAL, VERTEX, REEBOK, NIKE, AIRWALK, MCDONALDS, TREK BICYCLES, AMD COMPUTERS, HOME DEPOT, FRANGELICO, INVESTOOLS, ENVIRONMENTAL DEFENSE FUND, MARCH OF DIMES, PRINGLES, AQUAFRESH, DRUGSTORE.COM, TOTES, HEINEKEN, FOX SPORTS, MAJOR LEAGUE BASEBALL, FRAM OIL FILTERS, EQUIFAX, CAVIT WINES, AMAZON.CO.UK
November 1994-July 1996 and August 2006-Present
Freelance CD / COPY
JWT, Ogilvy, Ogilvy One, Draft/FCB, Hal Riney, DDB LA, McCann Erickson,
Brouillard Communications, Extrovertic.
December 2006-August 2008
Television Producer/Director, Development Producer
Honest Engine TV, Borderline TV, Rivet Entertainment.
August 1996-June 2006
Commercial Director
Coppos Films, Hungryman, Gartner Films.
August 1993-Semptember 1994
Creative Director
McCann Erickson, NY.
May 1987-August 1993
Copywriter
TBWA Chiat/Day, NY, Deutsch.
