ST. REGIS RESORT, FORT LAUDERDALE - CERO RESTAURANT

Promoting the opening of a signature restaurant at the Fort Lauderdale St. Regis (now Ritz-Carlton) was an excercise in strategic seduction. Launch materials were written and designed to convey the full flavor of CERO's innovative dining experience, which featured fresh regional seafood inventively prepared and a "delicious" ocean view from the dining room and patio.

UPPER CUT

Copywriters as a group have grown to accept that it's a "less words, more visuals" world. But in an era when a picture is worth a thousand words, sometimes no pictures and a few words that tap into the hearts and minds of their intended audience make the most meaningful human connection possible.

ONE-HIT WONDERS

In a perfect world, a good creative idea gets to fuel multiple executions during the course of a successful long-term campaign. Alas - it's not a perfect world and some pretty enticing ads never hit the campaign trail. I've worked on my share of those one-shot assignments. Here's a few I still carry a torch for.

NEXUS GREENHOUSE SYSTEMS

A leader in greenhouse design and construction since 1967, Nexus Greenhouse Systems had failed to differentiate itself from competitors as a unique brand. Working with PDI Communications (now BFW Advertising), we created an eye-catching campaign that helped the Nexus brand identity finally blossom as a greenhouse manufacturer who helps growers exceed their goals. Our approach: Exploit the power of fables to create legends and express useful truths by using them to promote the benefits of buying from Nexus.

COMMISSION ON SUBSTANCE ABUSE

As part of a "social norms" pilot program, the Broward County Commission on Substance Abuse partnered with Broward County Schools to create an anti-drinking marketing campaign that targeted students at Everglades High School. In stark contrast to traditional anti-drinking marketing campaigns that focus on negative health messages and images, we created a classic social norms campaign that focused on the healthy choices peers are making as borne out by student surveys. The two-year campaign got students to recognize the reality that most of them (4 out of 5 to be precise) don't drink when they hang out with their friends. The take-away message was empowering: It's okay (and even cool) not to drink.

BROWARD ALLIANCE

Convincing businesses to relocate or expand in sunny South Florida isn't all about promoting tax breaks and great beaches. These two economic development pieces, an ad and direct mailer, do a pretty persuasive job of hitting the attributes and resources that make Greater Fort Lauderdale an outstanding home base for growing businesses.

FLORIDA DENTAL ASSOCIATION

A chronic shortage of dental assistants prompted these ads for the Florida Dental Association. The approach was fun and informative to appeal to high school grads looking for a shorter route to a stable career in a professional environment.