http://ellenmkaras.com Ellen Karas Fri, 22 Feb 2013 12:24:23 +0000 http://ellenmkaras.com en http://ellenmkaras.com/Xbox-Viva-Pinata http://ellenmkaras.com/following/ellenmkaras.com/Xbox-Viva-Pinata Fri, 22 Feb 2013 12:24:23 +0000 Ellen Karas 235277 Role: Concept + Lead Writer The Challenge: Create awareness around Viva Piñata, a life simulation game based on taking care of piñatas, to an adult audience. TRAIL OF CANDY BANNER Spoofing the PETA movement, we dialed up the importance of taking care of piñatas by showing what could end up being their fateful future. Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235277/VP_banner_2.png" width="670" height="139" width_o="1026" height_o="214" src_o="http://payload.cargocollective.com/1/0/20919/235277/VP_banner_2_o.png" data-mid="1145658" border="0" align="left"/> SAVE A PIñATA RESCUE KIT MICROSITE Provoking our audience to step up and take action, we provided the tools needed to care for rescued piñatas . Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235277/Viva_Pinata_landing_page.png" width="670" height="411" width_o="753" height_o="462" src_o="http://payload.cargocollective.com/1/0/20919/235277/Viva_Pinata_landing_page_o.png" data-mid="1145656" border="0" align="left"/> Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235277/VP_breaking.png" width="670" height="412" width_o="750" height_o="462" src_o="http://payload.cargocollective.com/1/0/20919/235277/VP_breaking_o.png" data-mid="1145652" border="0" align="left"/> Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235277/VP_profile.png" width="670" height="415" width_o="735" height_o="456" src_o="http://payload.cargocollective.com/1/0/20919/235277/VP_profile_o.png" data-mid="1145653" border="0" align="left"/> Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235277/VP_rehab.png" width="670" height="407" width_o="755" height_o="459" src_o="http://payload.cargocollective.com/1/0/20919/235277/VP_rehab_o.png" data-mid="1145654" border="0" align="left"/> Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235277/VP_story.png" width="670" height="412" width_o="749" height_o="461" src_o="http://payload.cargocollective.com/1/0/20919/235277/VP_story_o.png" data-mid="1145655" border="0" align="left"/> Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235277/VP_awarenss.png" width="670" height="421" width_o="752" height_o="473" src_o="http://payload.cargocollective.com/1/0/20919/235277/VP_awarenss_o.png" data-mid="1145651" border="0" align="left"/> <img src="http://payload.cargocollective.com/1/0/20919/235277/Picture 2_200.png" width="200" height="69" width_o="663" height_o="231" src_o="http://payload.cargocollective.com/1/0/20919/235277/Picture 2_o.png" data-mid="8690179" border="0" align="left"/> Role: Concept + Lead Writer The Challenge: Create awareness around Viva Piñata, a life simulation game based on taking care of piñatas, to an adult audience. ... http://ellenmkaras.com/Beneful http://ellenmkaras.com/following/ellenmkaras.com/Beneful Fri, 22 Feb 2013 11:40:48 +0000 Ellen Karas 5040707 Role: Lead Writer/Concept/Creative Direction From script writing in New York to interviewing and calling shots in LA (and with stints in Alabama and Amish Country in between) 2012 was my Year of the Dog. Tasked with engaging Beneful's audience, I created the social media "voice" for the brand and was part of a team that produced a campaign documentary, brand anthem, holiday facebook app and choose-your-own adventure game. Woof! Role: Lead Writer/Concept/Creative Direction From script writing in New York to interviewing and calling shots in LA (and with stints in Alabama and Amish Country... http://ellenmkaras.com/Bing-and-DonorsChoose-org http://ellenmkaras.com/following/ellenmkaras.com/Bing-and-DonorsChoose-org Fri, 22 Jul 2011 11:49:20 +0000 Ellen Karas 1299795 Role: Co-Author The Goodness Engine: Driving Greater Social Impact in the Digital World. Bing and Hotmail brought together giants from the interactive world for an altruistic brainstorm – a social hackathon – in San Francisco to provide creative technology and marketing strategies for DonorsChoose.org. From APIs to Social Media, the full-day brainstorm covered it all, creating highly valuable content for both for-profit and non-profits alike. See All The Good: http://www.deepfocus.net/hackathon/ Role: Co-Author The Goodness Engine: Driving Greater Social Impact in the Digital World. Bing and Hotmail brought together giants from the interactive world... http://ellenmkaras.com/claire-s http://ellenmkaras.com/following/ellenmkaras.com/claire-s Fri, 22 Jul 2011 11:39:47 +0000 Ellen Karas 267313 Role: Concept + Lead Writer The Challenge: Make claire's an online fashion destination for the teen target and create a voice that is relevant to their lives. WEBSITE Redesigning their site, we gave our target what every teen desires. Access to social media (Facebook and Twitter channels), a free music station, engagement programs and most importantly, the language of girl code. Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/267313/Picture 1.png" width="669" height="712" width_o="669" height_o="712" src_o="http://payload.cargocollective.com/1/0/20919/267313/Picture 1_o.png" data-mid="1148900" border="0" align="left"/> STRATEGY With each engagement program, we used all channels of communication for wide reaching coverage. Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/267313/Picture 11.png" width="670" height="511" width_o="855" height_o="653" src_o="http://payload.cargocollective.com/1/0/20919/267313/Picture 11_o.png" data-mid="1148973" border="0" align="left"/> BLING YOUR BFF CONTEST By accessorizing their best friends with the hottest looks from claire's, we gave girls the chance to win a free shopping spree. Seeded on Facebook and advertised in-store. Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/267313/Picture 12.png" width="670" height="475" width_o="822" height_o="583" src_o="http://payload.cargocollective.com/1/0/20919/267313/Picture 12_o.png" data-mid="1148975" border="0" align="left"/> PRESS Cosmo Girl! Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/267313/Picture 13.png" width="619" height="687" width_o="619" height_o="687" src_o="http://payload.cargocollective.com/1/0/20919/267313/Picture 13_o.png" data-mid="1149006" border="0" align="left"/> SECRET SANTA CIRCLE Teaming up with the #1 online community for gift exchanges, we created a fun way for girls to give gifts in secret during the 2009 holiday season. Seeded on Facebook and in-store advertising. Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/267313/Picture 6.png" width="670" height="475" width_o="946" height_o="671" src_o="http://payload.cargocollective.com/1/0/20919/267313/Picture 6_o.png" data-mid="1148910" border="0" align="left"/> PRESS Teen Vogue Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/267313/Picture 5.png" width="506" height="728" width_o="506" height_o="728" src_o="http://payload.cargocollective.com/1/0/20919/267313/Picture 5_o.png" data-mid="1148562" border="0" align="left"/> Role: Concept + Lead Writer The Challenge: Make claire's an online fashion destination for the teen target and create a voice that is relevant to their lives. ... http://ellenmkaras.com/Bungy-Jumping-in-New-Zealand http://ellenmkaras.com/following/ellenmkaras.com/Bungy-Jumping-in-New-Zealand Tue, 26 Apr 2011 15:10:24 +0000 Ellen Karas 1359255 Bungee Jumping in New Zealand from ellen karas on Vimeo. Bungee Jumping in New Zealand from ellen karas on Vimeo. http://ellenmkaras.com/Nike-ReUse-A-Shoe http://ellenmkaras.com/following/ellenmkaras.com/Nike-ReUse-A-Shoe Sat, 13 Feb 2010 13:07:14 +0000 Ellen Karas 266336 Role: Lead Writer The Challenge: Inspire young adults to recycle their worn out shoes for Nike's ReUse-A-Shoe program in a voice that is aligned with the Olympic spirit. PRINT Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/266336/Picture 6.png" width="460" height="579" width_o="460" height_o="579" src_o="http://payload.cargocollective.com/1/0/20919/266336/Picture 6_o.png" data-mid="1143926" border="0" align="left"/> IN-STORE APPAREL Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/266336/Picture 5.png" width="670" height="340" width_o="1084" height_o="551" src_o="http://payload.cargocollective.com/1/0/20919/266336/Picture 5_o.png" data-mid="1143930" border="0" align="left"/> WEBSITE Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/266336/Picture 26.png" width="670" height="484" width_o="936" height_o="677" src_o="http://payload.cargocollective.com/1/0/20919/266336/Picture 26_o.png" data-mid="1147944" border="0" align="left"/> PRESS Fullscreen Canada's hip hop ambassador, Kardinal, shows his support. <img src="http://payload.cargocollective.com/1/0/20919/266336/Picture 3.png" width="637" height="677" width_o="637" height_o="677" src_o="http://payload.cargocollective.com/1/0/20919/266336/Picture 3_o.png" data-mid="1197145" border="0" align="left"/> Role: Lead Writer The Challenge: Inspire young adults to recycle their worn out shoes for Nike's ReUse-A-Shoe program in a voice that is aligned with the Olympic... http://ellenmkaras.com/Xbox-Viva-Pinata-Party-Animals http://ellenmkaras.com/following/ellenmkaras.com/Xbox-Viva-Pinata-Party-Animals Thu, 11 Feb 2010 22:28:36 +0000 Ellen Karas 265016 BURP OFF! Role: Concept + Lead Writer The Challenge: Market Viva Piñata: Party Animals to children ages 6 and up. Background: Based on the animated television program, Viva Piñata: Party Animals is video game that includes more than 40 mini-games and races. INTERACTIVE BURP OFF BANNER Based off the mini-game around burping, we created an interactive burping contest. CLICK HERE TO LET ONE RIP! <img src="http://payload.cargocollective.com/1/0/20919/265016/Picture 7_1.png" width="669" height="238" width_o="669" height_o="238" src_o="http://payload.cargocollective.com/1/0/20919/265016/Picture 7_1_o.png" data-mid="1148496" border="0" align="left"/> BURP OFF! Role: Concept + Lead Writer The Challenge: Market Viva Piñata: Party Animals to children ages 6 and up. Background: Based on the animated television... http://ellenmkaras.com/Kraft-Miracle-Whip http://ellenmkaras.com/following/ellenmkaras.com/Kraft-Miracle-Whip Fri, 22 Jan 2010 19:56:53 +0000 Ellen Karas 235281 ZINGR Role: Concept + Lead Writer The Challenge: Reintroduce Miracle Whip to young adults in the digital age. Miracle Whip is known for their unique flavor. So we thought, what if you could be known for yours? MEET ZINGR A browser plugin that revolutionized how young adults would communicate on the web. CLICK HERE to see a demo presentation on Facebook. Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235281/Picture 17.png" width="670" height="598" width_o="753" height_o="673" src_o="http://payload.cargocollective.com/1/0/20919/235281/Picture 17_o.png" data-mid="1145857" border="0" align="left"/> FACEBOOK The hub for downloading and demoing the Zingr. Its fan base increased by 1800 percent. Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235281/Picture 11.png" width="670" height="424" width_o="1025" height_o="649" src_o="http://payload.cargocollective.com/1/0/20919/235281/Picture 11_o.png" data-mid="1145832" border="0" align="left"/> ZINGLOSSARY Fans helped us to create the vocabulary of Zinglish. Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235281/Picture 14_6.png" width="670" height="408" width_o="994" height_o="606" src_o="http://payload.cargocollective.com/1/0/20919/235281/Picture 14_6_o.png" data-mid="1145850" border="0" align="left"/> ONLINE MEDIA Wide reaching online media placements Zinged live content and let our audience test Zingr, themselves. Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235281/Picture 3_1.png" width="670" height="368" width_o="985" height_o="542" src_o="http://payload.cargocollective.com/1/0/20919/235281/Picture 3_1_o.png" data-mid="1005064" border="0" align="left"/> ZINGR Role: Concept + Lead Writer The Challenge: Reintroduce Miracle Whip to young adults in the digital age. Miracle Whip is known for their unique... http://ellenmkaras.com/Nike-Women http://ellenmkaras.com/following/ellenmkaras.com/Nike-Women Fri, 22 Jan 2010 19:49:38 +0000 Ellen Karas 235269 BE TRANSFORMED Role: Concept + Lead Writer The Challenge: To empower women in Asia through training. Originally slated for only digital marketing, the “Be Transformed” campaign took over cinema, print, mobile, out-of-home and in-store channels. It became the biggest initiative in Nike Women Asia Pacific's history. MANIFESTO Celebrating the transformation of women through training, a rally cry was born: Be Transformed. Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235269/ek_manifesto_1.jpg" width="670" height="423" width_o="950" height_o="600" src_o="http://payload.cargocollective.com/1/0/20919/235269/ek_manifesto_1_o.jpg" data-mid="1145754" border="0" align="left"/> TV Kicking off the campaign, live action and animation were combined to create 6 unique spots that illustrated each athlete’s superhero transformation through the ultimate training shoe, the Sister One+. BE TRANSFORMED Role: Concept + Lead Writer The Challenge: To empower women in Asia through training. Originally slated for only digital marketing, the “Be... http://ellenmkaras.com/Nike-Lab http://ellenmkaras.com/following/ellenmkaras.com/Nike-Lab Fri, 22 Jan 2010 19:38:25 +0000 Ellen Karas 235223 Role: Writer Nike Lab is a digital experience that showcases how Nike’s innovative technology is built into each of their products. View Site The Challenge: Describe the benefits of the TEAM DESTROYER FH using the NIke Lab formula. TEAM DESTROYER FH Nike’s official field hockey shoe for the 2008 Beijing Olympics. Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235223/Picture 25.png" width="670" height="424" width_o="1065" height_o="675" src_o="http://payload.cargocollective.com/1/0/20919/235223/Picture 25_o.png" data-mid="1145733" border="0" align="left"/> NIKE LAB FORMULA Describe the benefits of the Team Destroyer FH shoe through 2 number-based facts and 1 relatively unknown skill found within the sport of field hockey. Fullscreen <img src="http://payload.cargocollective.com/1/0/20919/235223/Picture 21.png" width="670" height="442" width_o="1025" height_o="677" src_o="http://payload.cargocollective.com/1/0/20919/235223/Picture 21_o.png" data-mid="1145716" border="0" align="left"/> Role: Writer Nike Lab is a digital experience that showcases how Nike’s innovative technology is built into each of their products. View Site The Challenge:...