© Copyright 2018
Baker Street Advertising
August 2, 2018
Brian Bacino

It Takes a Village to Raise a Trophy

By:

It takes a village to raise a trophy – a village of dedicated, creative thinkers in every department – planning, media, account, creative and production – along with great clients.

Our Baker Street Advertising village scooped up 6 Communicator and 5 Telly Awards, as two of the nation’s prestigious advertising awards announced their winners.

Below is a breakdown of the awards and the celebrated work:

Communicator Awards:

SF Giants Interactive Campaign | Gold
— “We Are Sundays
— “Two For Tuesdays
— “Day Baseball
— “Orange Fridays

SF Giants :30 TV Spot | Gold
— “Meet the Closer

NorCal Honda Online Campaign | Gold
— “Civic Reasons
— “Speed vs. Space
— “Iceberg
— “Run The World

NorCal Honda Craft in Copywriting | Gold
— “Civic Reasons

NorCal Honda Online Animation | Gold
— “Iceberg

NorCal Honda Online Promotional Video | Silver
— “Speed vs. Space

Telly Awards:

SF Giants Interactive Campaign | Gold
— “We Are Sundays
— “Two For Tuesdays
— “Day Baseball

SF Giants :30 TV Spot | Gold
— “Meet the Closer

SF Giants Interactive Film | Silver
— “We Are Sundays

SF Giants Interactive Film | Silver
— “Orange Fridays

NorCal Honda Online Campaign | Bronze
— “Civic Reasons
— “Speed vs. Space
— “Iceberg

NorCal Honda | Pre-Roll Video | “Civic Reasons”

NorCal Honda | Pre-Roll Video | “Speed vs Space”

NorCal Honda | Pre-Roll Video | “Iceberg” 

NorCal Honda | Pre-Roll Video | “Run the World” 

SF Giants | Interactive Film | “We Are Sundays”

SF Giants | Interactive Film | “Two For Tuesdays” 

SF Giants | Interactive Film | “Day Baseball” 

SF Giants | Interactive Film | “Orange Fridays” 

SF Giants | :30 TV Spot | “Meet the Closer” 

Baker Street Advertising Credits (NorCal Honda Work):
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriters: Brian Bacino/Robert Leon/Sarah Inglis/Bob Dorfman/Lesly Pyle
Art Directors: Sarah Inglis/Ken Woodard
Producers: Julie Costanzo/Brody McHugh/Lauren Finerman
Senior Strategist: Howie Leibach
Group Account Director: Dan Nilsen
Account Supervisor: Christine Rodriguez
Senior Account Executive: Megan Boland
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits (NorCal Honda Work):
Directors: Soloman Burbridge, Joshua Cox and Rob Shaw, Bent Image Lab
Partner/Executive Producer: Ray DiCarlo, Bent Image Lab
Executive Producer: Anthony Greene, Bent Image Lab
Producers: Brianna Vitale/Gabi Villasenor, Bent Image Lab
Sound Engineer: Lance Limbocker, Limbocker Studios

Baker Street Advertising Credits (SF Giants Work):
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriters: Brian Bacino/Robert Leon/Bob Dorfman
Art Directors: Ken Woodard/Jason Wong
Interactive/Cinemagraph Art Director: Xavier Li
Producer: Brody McHugh
Creative Manager/Script Supervisor: Lesly Pyle
Senior Strategist: Howie Leibach
Account Supervisor: Nick Spillner
Senior Account Executive: Juliana King
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Production Credits (SF Giants Work):
Director: Brian Bacino, Baker Street Advertising
Executive Producer: Mark Dwyer, Dwyer Productions
Director of Photography: Cliff Traiman, Little Giant Lighting & Grip
Director of Photography “Meet The Closer”: Keith Pikus
Line Producer: Jon Bowden
Editor: Alan Chimenti, Ntropic Editorial
ECD/Founder: Nate Robinson, Ntropic Editorial
Post Producer: Emily Avoujageli & Danielle Cheifetz, Ntropic Editorial
VFX Director: Aaron Vasquez, Ntropic Editorial
VFX Artists: Ethan Chang & Miguel Diaz-Rivera, Ntropic Editorial
Colorists: Chris Martin, Nick Sanders, & Kristy Navarro, Ntropic Editorial
Graphics Artist: Erica Poat, Ntropic Editorial
Flame Artist: Mark Everson & Todd Hemsley, Ntropic Editorial
Junior Flame Artist: Jerome Knight, Ntropic Editorial
Rotoscoping Producer: John Mendaros​, Ntropic Editorial
Rotoscoping Artists: Roel Elaco, Jun dela Pena, Alfred Ilagen, Ntropic Editorial
Post Assistants: Gillen Burch & Yvonne Pon​, Ntropic Editorial
Audio Mixer: Andy Greenberg, One Union Recording

Accolades, Awards, Baker Streeters, Brian Bacino, Creative Chief B2, Honda, SF Giants, Sports, Sports Marketing, Uncategorized

July 27, 2018
Glenn Yajko

Finding New Success In Classic Media

By:

What do you do when you have a highly-successful Hispanic advertising campaign that has fueled a majority of incremental total sales growth but is beginning to flatten? You reshuffle the media budget and meddle with the media mix.

That’s exactly what Baker Street Advertising did when we decided to introduce Outdoor media to the Siempre Contigo campaign.

We looked to outdoor as a way to increase reach among Hispanic car buyers while avoiding wasteful over-saturation within existing media. In addition, we wanted to bring the inspirational “Siempre Contigo” (“Always with you”) message into the neighborhoods where our prospective buyers live and work. Using mobile data to map movements of the Hispanic audience segment, we identified Out of Home (OOH) locations that over-indexed for reaching the Hispanic community. Locations were not purchased in the traditional 4-week cycle, but rather synched up with TV/Radio/Online in shorter bursts to maximize effectiveness of the campaign message and incentives. In addition, each Northern California Honda Dealer outdoor location was geo-fenced to deliver re-targeted mobile ads to those exposed to the OOH message, thereby increasing frequency and engagement with Hispanic auto-intenders.

Needless to say, the Northern California Honda Dealer OOH campaign of leveraging mobile data to identify place-based locations and deliver “incentive” messaging has been a tremendous success as outlined in this article from Dealer Marketing Magazine.

OOH Media Credits, Baker Street Advertising:
Media Director: Glenn Yajko
Media Supervisor: Jena Benzel

The OOH is an extension of a multi-media campaign including the following heartwarming TV spots:

Antonio’s | :30 TV Spot

Missing Monkey | :30 TV Spot

Floaties | :30 TV Spot

Credits, Baker Street Advertising:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriter: Claudio Martinez-Valle
Art Director: Ken Woodard
Producer: Brody McHugh
Creative Manager: Lesly Pyle
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Senior Account Executive: Megan Boland
Senior Strategist: Howie Leibach
Media Broadcasting Supervisor: Sheila Taylor
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Producer: Tamara Treu, Ntropic
Senior Flame Artist: Amanda Amalfi, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

Analytics, Honda, Qualitative Research, Quantitative Research, Uncategorized

June 30, 2018
Lesly Pyle

Our #AskAnyHondaDriver Campaign Performs Just Like a Honda

By:
NorCal Honda’s #AskAnyHondaDriver testimonial campaign is in its 4th year and is the most robust campaign we’ve created so far — with 19 long-format web films and 28 unique TV/web videos since 2015. Talk about legendary dependability.
This year, we feature four new happy Honda stories from all over Northern California. 
2014 Accord Sport | Chris & Kelsey | Monterey 
Teeing it up are two golf pros who definitely drive for show.

2017 CR-V | Samanta | Richmond 
Second, is super sweet Samanta Beltran, who’s a Contra Costa Country school counselor by day, a baker by night and a lifelong Honda driver by choice.

2010 & 2011 Fits | Peters Family | Santa Rosa 
Third, we have 6 feet 6 Jacob, 5-foot Lauren and their 150-pound Great Dane Charles who believe their two Fits are the perfect fit for their modern family.

2016 Odyssey | The Crandalls | Tiburon 
Lastly, The Crandall Family, who have three tiny tots and one of the tightest turns in Tiburon.

Not only does this campaign help drive Honda’s record sales, but it drives people into action. Or should we say, interaction? Before we launched the first five stories back in 2015, research from BSA’s trademark “Discovery” phase revealed that Honda drivers love their Hondas so much, they want to tell the world. So we gave them a stage. We created an interactive platform on NorCal Honda’s Facebook page called “Straight From The Street” where Honda drivers can share their own stories for a chance to have it professionally produced for television and digital media.  

As you can see, it worked. And keeps working, becoming a self-fulfilling cycle of success. Every user-submitted story is a free ad for Honda. And the folks we’ve chosen to feature, above-the-fold so-to-speak, have become evangelists, sharing their souped-up stories with their own networks creating tons of efficiently-priced eyeballs. Hows that for performance? 

And here’s a look back on the 17 previous Honda stories we’ve created since 2015.

Ally’s Story “Civic” :30

Leyder’s Story “Accord” :30

Daljeet’s Story “Fit: Wedding Planner” :30

Phillip’s Story “CR-V” :30

Ally’s Story “CR-V” :30

Daljeet’s Story “Fit: Family Count” :30

The Prewitts’ Story “Wanda The Honda” :30

Laura’s Story “Civic” :30

Amanda’s Story “Accord” :30

Jan’s Story “Civic” :30

Sommer’s Story “Accord” :30

Jeanne and Connie’s Story “CR-V” :30

Lamont’s Story “Pilot” :30

The Twamleys’ Story “Civic” :30

Junie’s Story “Civic” :30

Indira’s Story “CR-V” :30

Cheryl’s Story “Accord” :30

Credits, Baker Street Advertising:
President: Jack Boland
Chief Creative Officer: Brian Bacino
Chief Strategy Officer: Don Donovan
Copywriters: Brian Bacino/Lesly Pyle
Art Director: Ken Woodard
Producer: Brody McHugh
Group Account Director: Dan Nilsen
Associate Account Director: Christine Rodriguez
Senior Account Executive: Lisa Coonts
Senior Strategist: Howie Leibach
Media Director: Glenn Yajko
Media Broadcasting Supervisor: Sheila Taylor
Media Supervisor: Jena Benzel
Senior Broadcast Buyers: Shelly Kalianis/Cel Vital Bella

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Producer: Tamara Treu, Ntropic
Senior Flame Artist: Amanda Amalfi, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

Brian Bacino, Creative Chief B2, Digital Marketing, Honda, Uncategorized