Jacob Fields | CD/ACD/Sr. Copywriter

The Challenge

Trust & Will exists solely online. It offers legally valid and state-specific estate planning documents, including wills and trusts, that can be customized for an individual’s needs.

We needed to help redefine the estate planning is for everyone and generate leads through TV advertising.

The Strategy

Inspire people to make a will today so they can relax knowing that their legacy will be played out as they intended. Thanks to Trust & Will, having the last word is easier than they ever imagined.

The Solution

Rather than make estate planning solemn, engage them through humor. Create situations where we show them the importance and ease of making a will.

Firestone Country Gentleman

As part of Firestone’s commitment to country music, we partnered with a luthier in Nashville to hand-build a custom semi-hollow electric guitar. The guitar will accompany a Destination Country summer tour—ending up in the hands of musicians and fans across the country.

And since every great guitar is named for a special lady, we named ours after songwriter, composer and Harvey Firestone’s wife—Idabelle.

The Challenge

The University of Tennessee Medical Center is East Tennessee’s top-ranked hospital. Even so, expecting mothers didn’t tend to think of it as a “baby hospital.” They wanted to change this perception by highlighting what makes them exceptional.

The Strategy

Talking with past patients, little to our surprise, these mothers loved sharing their birth stories. Each one was unique, and they were all happy that UTMC was there to part of their story.

The Solution

We decided to create an integrated campaign where these mothers are our advocates. For us, the best way to reach potential mothers was through testimonials of these mothers and their doctors. They were the best qualified to tell our audience “Why UTMC.”

The Results

• Shift in expecting mothers’ minds that UT Medical Center was “The Baby Hospital”

• 3.5 million impressions in the first two months

• Over 5,000 visitors to the UT Medical Center website

• Catalyst for more unsolicited success stories and strong word-of-mouth support

Grainger keeps the world working by offering professional-grade products across all industries and facility management needs. They lead the industry and are widely known as the premier partner for those who manage operations. This campaign celebrates the dedicated professionals who excel in their roles and continuously drive progress.

When it came to O’Charley’s, what separated them from their competition was their unsliceably soft roll. They love their rolls. Their customers love their rolls. It’s the first thing they give you when you sit down and it only gets better from there. It only made sense to make the spots about the rolls.

People want to go down in history for something. It’s just that sometimes that something is ridiculous. So why not play the Tennessee Lottery and go down in history for winning the biggest prize in scratch-off history?

When PetSafe asked us to create a buzz around Pet Hydration Awareness Month and the wonders of pet fountains for $10k, we said sure. What we came up with is Brian Pounders, the region’s leading pet interpreter, to tell you what your pets are trying to say (hint: most often, it’s they’re thirsty). The first video is what lived at the top of the micro site. The second was an outtake we pieced together and the others are some quick social videos we created.

The Oregon Lottery recognizes that their games are not always played for fun and that gambling addiction is a real problem. The issue is that problem gambling advertising is always, “If you or someone you know has a problem,” type of message. The purpose of this campaign was to stop those people at the edge of the cliff. We wanted to remind people to set limits and play safely.  

My agency was asked to support the biggest tire launch in Bridgestone’s recent history. DriveGuard is an innovative tire that allows the driver to go an additional 50 miles after a tire puncture. Our job was to take a major role in planning, strategy and creative.

We quickly decided to get away from the gloom and doom of putting people on the sides of dark roads; instead, we decided DriveGuard is about putting the driver in control of the situation. This tire is about saving yourself.

What we created was uplifting messaging that lives at the point of purchase (and the one print ad at the bottom) that is a call to action and empowers people to be their own hero.

When your client frames and hangs an add in the hallway, I guess you did it right. I was honored to work on these quick ads for Black History Month. I am not usually an award guy, but was proud when they won a Mosaic Award.

The client was introducing their new branding campaign and wanted us to introduce the new look in stores. We gave them a fun two-sided poster that helps consumers decide which Firestone tire they need.

When you work for a paper plate company, 85 percent of your job is to convince people to throw a party.

The thinking behind this is that social media is anything but social. You have friends who live a mile away, but all you know about them is what you read on Facebook.

The strategy was simply to get people to log off of social media and log on to something real.

Do you know how much food goes to waste? Turns out it’s a lot. Urban Green Lab wanted a campaign to let Nashville how much food goes in the trash each year as well as educate people on other food facts. They wanted the public to approach their food with the facts they need before they decide to trash it. This campaign uses posters, OOH and social media to get the truth out there.

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