ROB CRAMER

The college specializes in teacher training of Waldorf Education, which is an educational model created by Rudolph Steiner in 1919. Today, there are about 1200 Waldorf schools worldwide and the curriculum is based on the ideas and principles of Steiner’s philosophy called Anthroposophy.

My four children have all attended the Green Meadow Waldorf School in Chestnut Ridge, NY. So I’m familiar with Steiner’s ideas which enabled me to really “get inside” this assignment!

THIS CAMPAIGN is about the continuing ed courses offered—also based on Anthroposophy—that are more focused on adult personal evolution.  These ads speak to people seeking personal development and a job (or an avocation) they consider socially constructive, ethical and ultimately—fulfilling.

RC -  CD, AD, CW

Here's a New York City area chain (3 large stores) of natural food markets founded by a French MD and his father in law 30 years ago that has run only local, publication-created ads and is thriving.

Then, a new Fairway store opened across the street from the Rockland County location and it was time to start talking about their commitment to all-organic-only foods, free cooking workshops, and other nice things (including good prices) that make this place a great experience compared to an overwhelming, warehouse/supermarket environment.

Rob Cramer, CD, AD, CW

NCMC, now called Nassau University Medical Center is a public hospital and affiliated with Stony Brook University. 

At the time, it was thought of as the 'poor-persons' hospital, but it was also known as the premier Trauma Department on Long Island.  And research revealed that it was also known as a place where people got more personalized attention compared to most facilities within large hospital systems.

The assignment was to reveal and establish the positive image awareness they (and we) felt they deserved.

Rob Cramer, CD, AD, CW
Dakota Sullivan, CD, CW

Usually, I don’t get excited about campaigns in which the same headline is used on every execution. In effect, it’s really the same ad done over and over! Inevitably, one is best and the rest—not as good. One notable exception is Apple's 'Think Different' campaign.

However, in this campaign, the portraits are so personal and varied that no single one could be called the best.

RC - CD, AD, CW

Highly Protected Risk (HPR) property insurance 

They blow up, blow away, electrify, burn, flood, crush buildings. Then they recommend practices and modifications to the building so these things don't affect your offices, factories or warehouses.  Interesting, yes?

Kevin Mooney, CW

Single pieces and unpublished work.

An ad to point out that unlike some of their competitors, they produce actual, real, (once live) turkeys.

Kevin Mooney, CW   David Altschiller, Rob Reitzfeld, CDs

What do you do when a client hires you to do fashion advertising in a fashion trade publication, but has no budget for models?

Fortunately, the unique thing about the clothing was the unusual choice of fabrics for a given piece (like bright orange satin shorts).

So you shoot the fabrics.

This campaign was aimed at lawmakers, customers and the federal branch with full-page newspaper ads in the Washington Post.

The enactment of the Telecommunications Act of 1996 was intended to open up competition through deregulation to smaller, innovative companies like MCI who offered service at half of what AT&T was charging.

The monopolies resisted change by making it difficult (through a variety of tactics) for people to switch to MCI. 

Kevin Mooney, CW   Tom Messner, CD

A service that provides people with background and current research on nurse practitioners, doctors, surgeons, hospitals, insurance companies. 

Creative director, art director & writer, Rob Cramer

Direct Mail

MEDSCAPE

Medscape was one of the accounts we had at Big Island Advertising.

It (still) is an online source of the latest medical news, information and professional education.

They did not appreciate a lets-not-take-ourselves-too seriously approach. Maybe they knew better—even though this headline is very close to a direct quote from one of their editors who begged to remain anonymous.

NASSAU COUNTY MEDICAL CENTER
(Now the Nassau University Medical Center)

Another Big Island client with whom we did some work we liked.

At the time, we were hired to tell a different story of a place generally regarded as the ‘poor people’s’ public hospital. Fortunately, we found a lot of unique and nice things to talk about.

(The picture at left is a matzoh with the imprinted NCMC logo.)