Steven Anacker

Car guys love sharing car stories, so I suggested doing a series of emails that showcased some of Rare Parts’ most interesting custom jobs. These emails consistently got over 25% open rates and were universally praised by Rare Parts customers.

The classic car fans and off-roading maniacs don’t really have much in common. This brochure was our way of talking to both but giving each their due.

Based off a true story. If only he knew there was an easier way.

Really? Do a side-by-side comparison of light bulbs? It didn't sound like the most thrilling of assignments, but we managed to create and engaging campaign that drove CFL sales through the roof.

I supervised the team that created these dynamic banners which would let Giants players give the weather report and schedules in engaging ways.

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To show off how ForceFlex bags stretch we put interesting items in them and had people guess the contents through Twitter.

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We partnered with famed photojournalist, Peter Menzel, to show how real Americans manage their waste. He shot portraits of eight American families with a week's worth of their waste. Then through an infographic and a customized quiz, we provided real solutions on how site visitors could reduce, reuse and compost more effectively.

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By wrapping and protecting fresh food correctly, families waste less food, save money and have more healthy options throughout the week. The SaveItSunday program asked moms to pledge to prep their food before they put their Sunday groceries in the fridge. The program includes monthly challenges and protection pointers. Supported by a robust social effort and earned media, SaveItSunday has far exceeded expectations.

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eBay Motors Local Classifieds

For Local Classifieds, we had to go head-to-head against a much-loved competitor, Craig's List. So I paid special attention to keeping the ideas relatable to everyday people (and not just "car guys") and making our specific selling advantages easy to understand. 

Motors Master landing page

This promotion for their parts and accessories business let other passionate car guys and gals talk about their project cars that used parts found on eBay. The look was reminiscent of old model car parts to show that this is a lifetime obsession.

"Dark Thirst" :30

Common Sense provides parent-focused reviews of the movies, music and video games kids interact with. In this spot, we remind parents that they can't expect the creators of the work to look out for their kids' best interests. Work included online banners and social media.

In these videos we had kids acting as adults as they give parents advice on media-related topics that effect their kids, such as sexting, cyber-bullying and celebrity role models. Winner of 2 Telly Awards.

We shot and directed these videos ourselves on the cheap (this one was shot in my apartment). "Intervention" focuses on the influence media has on kids.

"Get the Scoop" addresses the effect celebrity role models have on kids.

In-branch poster

Statement Insert

Moneyland Video
Played in branch and on landing page

ATM screen

Loans Landing Page

Direct Mail

eBlasts

Mean Girls in-branch poster

These videos play on screens in the different branches

T-Shirt to promote individuality and self-expression.

DM postcard front

Landing Page

Not your typical loan campaigns, but Financial Center Credit Union (FCCU) has a young demo and doesn’t take themselves too seriously. However, we consistently gained some serious results

Multiple Campaigns won this award for Best Overall Credit Union Marketing Campaign.

Gave consumers Trumer-branded seed paper that they could plant as a reminder that Trumer Pils is working to support a greener future.

Utilizing the iconic Trumer glass we wild posted these wraps throughout San Francisco near locations that sold Trumer.

Part of a total rebrand. Visit site.

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Wrote all the copy for the launch of ifonly, a site offering exclusive experiences with luminaries in the fields of sports, wine, food and entertainment.

MOROCCAN HOME COOKING LESSON & DINNER FOR 8
Casablanca. Marrakesh. Sahara. The names alone evoke lush images of exotic beauty. With its rich culture, Morocco has one of the most diverse cuisines in the world. Chef Lahlou will share with you his contemporary take on traditional Moroccan home cooking during a hands-on lesson. Then you party will enjoy an unforgettable meal at his celebrated Aziza restaurant.

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New website and brochures

1) Common Sense Media "Dark Thirst"
2) PG&E "Breeding"
3) eBay Motors "First Date"
4) MTC "Easy Commute"
5) San Francisco Giants "Interrogation"
6) KC Masterpiece "James"
7) Delta Dental "Prom King"
8) FedEx " Larry"

Sungevity “Greg”
Panda Express “Welcome to my Yurt”
Sungevity “Prisoner”
Oakland Raiders “History”
Symantec “Tax Attempts”

Sometimes it's all about casting. Our campaign featured real BBQ experts talking in their own words about the art of barbecuing (with a few simple prompts from me). When we first met James we knew we had hit the mother load.

I usually start thinking visually before I ever encounter words. In this instance, we sought to show how easy commuting was with the new Clipper Card  by not having the commuters "move" at all.

Going head to head against Craigslist isn't easy. But eBay Motors Local Classifieds does have a couple of advantages.

1) Visa "Driving School"
2) Visa "Virgin Land"
3) Lay's "Scout Leader"
4) Lay's "Cooking w/Terry & Howie"
5) Boggle "Intro"
6) Pizza Hut "Slo-Mo"
7) Fruit of the Loom "The One"

New Biz pitch

Lennar offers "Everything Included" homes, where all the standard luxury features are included in the base price. However, they weren't getting that message out effectively. This campaign helped increase home sales 24%. We went on to win the account for the entire western region. Winner - Gold Addy

copy:
Everything's Included, except one of these:
*The asterisk. The official killjoy of buying a new home. It lives near all those luxury items you see when touring a model home, and it exists to let you know those items aren't included – at least not at the price you want.

You won't see any asterisks inside a Lennar home. We buy all those luxury items in mass, so you don't pay luxury prices for them. It's called Everything's Included, and it simply means what you see is what you get. It makes the luxurious affordable and home buying, surprise, enjoyable. NoSurprisesHomes.com

copy:
Everything's Included, except for one of these:
? The question mark. The further into the new home buying process you get, the more they'll pop up. Do we upgrade the fridge or keep the standard one? What if I want granite in the bathrooms? And how much are all these upgrades going to cost?!?

At Lennar, we prefer the simple period. As in Everything's Included. Period. As in what you see is what you get. Period. As in home buying doesn't have to be such a difficult process. Exclamation point. NoSurprisesHomes.com

Selling a $35,000 door during an economic downturn seemed rather daunting. Fortunately, we had a brave client. Huge increases in sales and multiple awards followed. SF Show - Gold
Headline:
The right door can make any place more inviting.

Winner - Silver Addy

Headline:
light.

Headline:
slinky.

The present wasn’t looking so good for the Raiders, but their fans still had a strong connection to their storied past. This campaign allowed fans to hear famous calls of memorable plays by legendary announcer Bill King.

Winner - Silver Addy

Winner - Silver Addy

CalTrain Terminal Takeover

Valley Solar was stuck. Their competition had poured a lot of dollars into branding and marketing, making Valley a bit invisible in comparison. By using “negative” words to describe Valley’s very positive benefits, we made people stop and pay attention.

These two radio spots came from two different insights. The first was that, for most people, helping the environment was no longer a big motivator for going solar. The second was that people hated feeling that they were controlled by their power company. Their motivation was energy independence. 

SunGreen is an LA-based company focusing primarily on commercial solar. They are design, engineering, and technology focused, so we highlighted the benefits of this in all our rebranding work, including this website. 

New York City-based Green Street needed pretty much everything. From a new logo to a trade shows booth to marketing materials, we helped launch this company and took it from hopeful start-up to a successful and established solar brand in the east coast.

Wrote the copy for this video extolling the virtues of Berkeley.

With all the new, kid-friendly museums popping up in San Francisco, this Oakland institution was struggling. I wrote the new tagline, Expand Your Universe, and then led the revitalization of the brand. Attendance figures rose 400% after this campaign hit.

Copy:
JUST YOUR AVERAGE FAMILY OUTING.
The beach? Twice a month when the weather permits. The playground? Too many times to recall. The park? Just yesterday. Take your kids on an outing they’ll remember beyond the weekend and relive every time they look at the sky. Come to Chabot and expand someone’s universe.

Remember what it was like when you learned that the world was much bigger than what you see from down here? You discovered the moon isn’t really the size of a quarter and the sun is always shining somewhere. Pass that feeling on. Come to Chabot and expand someone’s universe.

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The Marine Mammal Center launched an art exhibit to draw higher attendance and bring attention to the problems of ocean trash. With no money, my team and I created an artistic microsite complete with interactive games, engaging facts, and a Garbage Gram, which lets users become ocean artists. The Garbage Gram created a lot of buzz and earned media. It was a labor of love that garnered excellent results.
Winner - Silver Addy

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Raider Creator
Our goal was to make Raider football accessible to everyone and not just the football rowdies. So we let everyone Raiderize themselves by turning them into the logo. Fans could then print out the results on t-shirts, mugs and a few made it on a high traffic digital billboard. With almost no paid media to support it, this little promotional site became a huge viral success.

The present wasn’t looking so good for the Raiders, but their fans still had a strong connection to their storied past. This campaign allowed fans to hear famous calls of memorable plays by legendary announcer Bill King.

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I supervised the team that created these dynamic banners which would let Giants players give the weather report and schedules in engaging ways.

I led the Giants work right before their championship years. We may not have been winning, but we were filling the seats.

This commercial, "Interrogation," features a very young Timmy.

This is the only work I show that didn’t end up getting produced. That’s because I like it. I like the strategy that I helped create (unabashed homerism), and I like the lines.

New Biz pitch

Compared to Skype’s stature in other areas of the world, the US was still an emerging market. We were tasked with developing an online campaign aimed at increasing awareness and relevance among the U.S target. This campaign achieved significant levels of ad recall with the exposed audiences: 60% higher recognition of the campaign than those of the control sample. I bet you know what Skype is now.
Limelight Award Winner

Floor stand & 2-sided print
Much like people were trying to protect the secrets of the Holy Grail in the movie, Symantec helps consumers protect their vital and secret information on their computers. This floorstand featured a mirrored header that reflected Da Vinci-style backwards copy. The print was readable by looking through the back page.
Winner - Yahoo! Big Idea Chair Award

Winner - Silver Addy

Headline:
light.

Headline:
slinky.

RedLaser partnered with Lupe Fiasco to promote his highly anticipated album "Lasers." We wanted to create a buzzworthy event promoting pre-sale of the album. A guerilla laser light show was created and displayed at Union Square in NYC. Fans were prompted by Lupe Fiasco via Twitter to gather at the event to await their prize: an scannable QR code projected on the side of an NYC building, giving them first-access to "Lasers." It caught fire, shutting down busy NYC streets.

Our goal was to make Raider football accessible to everyone and not just the football rowdies. So we let everyone Raiderize themselves by turning them into the logo. Fans could then print out the results on t-shirts, mugs and a few made it on a high traffic digital billboard. With almost no paid media to support it, this little promotional site became a huge viral success.

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Wrote various blogs and content pieces for Office Furniture retailer Friant.

Helped create “Tales at the Edge,” a comic about how one enterprising network architect saved the day with Aruba ESP.

Oversaw development of infographic and ebook for Nutanix.