New Campaigns

Client: Schwinn Bicycles, Boulder, Co.
Agency: Carmichael Lynch, Minneapolis
Creative Director: Kerry Casey
Art Director: Glenn Gray
Copywriter: Tom Camp
Photographer: Joe Michl
Having targeted bike enthusiasts in recent work for Schwinn, Carmichael Lynch pursues the more casual biker with this print campaign. The humorous ads–running in publications such as Men’s Journal, Rolling Stone and Outside–aim to show the essential nature of Schwinn bikes without too much technical talk. –Aaron Baar

Client: Michigan Department of Community Health, Lansing, Mich.
Agency: Brogan & Partners, Detroit
Creative Director: Bonnie Folster
Copywriter: Laura Pryor
Producer: Karen Lund
Director: Gord Oglan, Millenium Pictures, Southfield, Mich.
A new campaign from Brogan & Partners aimed at preventing domestic violence targets a different audience than traditional approaches to the subject. Instead of giving women information about resources available to them, the 30-second TV spot uses a high-profile sports star to address men about their part in the problem.
The ad shows Detroit Pistons forward Rick Mahorn shooting baskets and running the court. In the voiceover, he talks about the correlation between the control an athlete needs to succeed and the self-control a man must have to avoid directing physical abuse against a loved one.
“Control yourself, not your partner,” he sternly instructs at the end of the spot.
“Part of our effort has always been directed at women, but part of the problem is men, and men can be helped as well to stop doing this,” said Bonnie Folster, Brogan & Partners creative director. “This is another approach to try to solve the problem.”
The spot will air primarily on sports programming, Folster said. The number of calls to a toll-free helpline mentioned in the spot rose dramatically after it aired, she said. –Tanya Gazdik