Nick Kaplan, Writer I hit my athletic peak when I was 11
Alliance for Climate Protection Guerrilla It’s easy to be complacent about climate change. Then complacency becomes the absurd and you are walking around in a hazmat suit.
WINTER WEATHER TANK TOP When winter feels more like spring, most people don’t complain. Yet, this phenomenon should be a stark reminder of the damage we are inflicting on our environment. These “Winter-Weather Tank-Tops” will be handed out at department store check-outs to provoke consumers to visit The Alliance for Climate Protection’s climateprotect.org. This site offers real solutions to the climate crisis.
SMOG COLORED TISSUES There are many things that people do and don’t do that contribute to the poor air quality of urban areas. The Alliance for Climate Protection showcases many ways for an individual to decrease the amount of pollutants that infiltrate the air. These “Smog Colored Tissues” will be handed out at drugstore check-outs to provoke consumers to visit climateprotect.org for real solutions.
GLACIER REPLACER People remain complacent in the face of the climate crisis because they don’t believe they can personally make a difference. However, The Alliance for Climate Protection offers concrete ways for individuals to help. These “Glacier Replacers” will be handed out at supermarket check-outs to provoke consumers to visit climateprotect.org for real solutions.
Random House Books on Tape Print Why listen to the crap you endure in your everyday life when you could be listening to a book.
Cetaphil Skin Care Integrated Cetaphil differentiates itself in the category of skin care by softening skin as it cleans. Targeting a younger male demographic, we decided Cetaphil should offer tools that turn any man into a softy both literally and figuratively.
Traditional media will drive consumers to minisite, www.getsoft.com
PULL OUT A WALLET SIZE PHOTO OF MOM AND NO ONE WILL DOUBT YOUR SOFTNESS. THIS SELECTION HOPEFULLY PROVIDES ENOUGH OPTIONS TO MATCH ANY GENETIC BACKGROUND. For more softness tools visit www.getsoft.com
PPULL ULL OUT OUT A WALLET W SSIZE IZZE PHOTO PHOTO OF O MOM WILL AAND ND NO NO ONE W DDOUBT OUBT YOUR YOUR SSOFTNESS. TTHE HE SSELECTION ELECTION AABOVE HHOPEFULLY OPEFULLY PROV PROVIDES EENOUGH NOUGH OOPTIONS PTIONS TO MATCH AANY NY GGENETIC ENETIC BA BACKGROUND. FFor or more more softness softness tools t visit w ww.getssoft.com www.getsoft.com
skincare
soften up.
sskincare
soften up.
TEAR AWAY GREETING CARD
SENDING A CARD TO YOUR MOM, GIRLFRIEND, AUNT, GRANDMA, KINDERGARTEN TEACHER IS AN UNMATCHED GESTURE OF SOFTNESS.
Your love is like a river,
peaceful and deep.
For more softness tools visit www.getsoft.com
TEAR AWAY GREETING CARD
SENDING A CARD TO YOUR MOM, GIRLFRIEND, AUNT, GRANDMA, KINDERGARTEN TEACHER IS AN UNMATCHED GESTURE OF SOFTNESS. For more softness tools visit www.getsoft.com
skincare
soften up.
skincare
soften up.
Your love is like a river,
peaceful and deep.
ROMANTIC COMEDY GUIDE YOU MIGHT NOT WANT TO SEE THESE FILMS, BUT IF YOU WANT TO BE SOFT YOU’RE GOING TO HAVE TO PRETEND YOU DID.
SAY ANYTHING A JOHN CUSACK CLASSIC.
INSIDE ARE OVER A HUNDRED SUMMARIES OF ESSENTIAL ROMANTIC COMEDIES. For more softness tools visit www.getsoft.com
S
CIRCA 1989
skincare
CAST:
John Cusack Ione Skye John Mahoney Lili Taylor Amy Brooks Pamela Adlon Jason Gould
PLOT:
A lovable underachiever wins over a bookish, but beautiful introvert.
QUOTES:
Diane Court: You're cold. Lloyd Dobler: I don't think I am. Diane Court: Then why are you shaking? Lloyd Dobler: I don't know. I think I'm happy.
soften up.
Lloyd Dobler Diane Court James Court Corey Flood D.C. Rebecca (as Pamela Segall) Mike Cameron
Lloyd Dobler: What I really want to do with my life - what I want to do for a living - is I want to be with your daughter. I'm good at it. Lloyd Dobler: Just knowing that a version like that exists, knowing that just for a minute she felt that and wrote "I can't help loving you". That has to be worth something.
KEY MOMENTS:
Boy impresses girl by covering puddle with jacket. Boy defies disapproving father by showing up to house univited. Once there, he holds boombox above head and blares Peter Gabriel. Due to girl’s father’s legal trouble, boy is able to finally win girl over and follow her to Europe.
PAGE23
OOH and POP
IT TAKES A REAL SOFTY TO PERFORM THE WALTZ AT THE DROP OF A HAT.
RIGHT TURN
For more softness tools visit www.getsoft.com
LEFT TURN
skincare
soften up.
www.getsoft.com will serve as a resource for men hoping to soften up more than their skin.
THERE’S A MYTH THAT REAL MEN ARE SUPPOSED TO BE THE OPPOSITE OF SOFT. Rough beards. Calloused skin. Gruff personalities. skincare
Yet, underneath this misguided ideal perpetuated by cowboys, rockers and construction workers, lies a true value for the soft. An admiration for those that call their mom, volunteer at nursing homes, know how to ballroom dance and never forget a Hallmark holiday.
Softens while it cleanses.
That's where our mission comes in.
| CLICK HERE TO SOFTEN UP |
CETAPHIL’S
softness tutorials: soft REMINDERS soft MOM CALLS soft MOMENTS soft PLAYLIST
soft
Upload your photo into one of these moments and you will be armed with proof that you are true softy.
MOMENTS Feeding an elderly person Saving a whale Baking a cake
YOUR FACE HERE
Posing with little brother
rent r a r puppy soft WEARABLES
| CLICK TO UPLOAD PHOTO |
GET SOFT | GET CLEANSED
Visitors to the page will be able to upload their photo into “soft moments” such as “feeding the elderly” and “saving a whale.”
CETAPHIL’S
softness tutorials: soft REMINDERS
soft
MOM CALLS
There aren't many more effective ways to show your true softness than to field a phone call from your mother during a date. Just choose from the mother's below, enter your phone number, the time you wish to be called and you will receive the call just as your finishing your appetizer.
Southern mom
soft MOM CALLS
Canadian mom
soft MOMENTS
Accentless mom
soft PLAYLIST
Overly concerned mom
Midwest mom
“Oh gosh golly honey you are just the best darn son don’t cha know?” | SEND THIS MOM CALL |
Hippie mom
rent r a r puppy
Young mom
soft WEARABLES
Overly excited mom
GET SOFT | GET CLEANSED
Visitors will be able to schedule phone calls from faux mothers during dates to prove their softness.
CETAPHIL’S
softness tutorials:
soft
REMINDERS
There's no way you can truly be soft, if you forget important soft milestones. Enter in important dates such as your anniversary, Mother's Day, Valentine’s Day and we will send you reminders via web or phone.
soft REMINDERS
soft MOMENTS soft PLAYLIST
softness tutorials: soft REMINDERS
Her birthday
soft MOM CALLS
CETAPHIL’S
Your anniversary Feburary 14th | CLICK FOR MOBILE REMINDER | CLICK FOR EMAIL REMINDER |
Her dog’s birthday
Poison
Every Rose Has Its Thorn
Arcade
Cry No More
Journey
soft MOMENTS
Lita Ford
Don’t Stop Believing | DOWNLOAD BALLAD | Lisa
Skid Row
18 & Life
LA Guns
I Found You
Firehouse
Love Of A Lifetime
Guns N’ Roses
November Rain
Aerosmith
Angel
Poison
Something To Believe In
soft PLAYLIST
Mother’s Day
rent r a r puppy
rent r a r puppy
soft WEARABLES
soft WEARABLES
GET SOFT | GET CLEANSED
The site will be able to provide phone and text reminders for important milestones in any softy’s life.
If you really want to appear soft, your musical collection must also communicate sensitivity. These power ballads epitomize the best of the best from the height of the soft music renaissance- the 1980's.
soft MOM CALLS
Random Valentine’s Day
soft PLAYLIST
GET SOFT | GET CLEANSED
A database of “soft” power ballads.
Aaron’s Rental Furniture Outdoor, Small-Space When you rent furniture, there is one less thing stopping you from picking up, moving to Bangladesh and starting a vegan commune.
Follow her. Aaron’s Rental Furniture Go
Rome, NY. Paris, TX. Geneva, IA. Lisbon, Ohio. Brussels CA. Dublin, Pennsylvania. Florence, MA. Cairo, IL. London, MN. Madrid, ME. Berlin, WI. Macedonia, Ohio. Prague, OK. Glasgow, WV. Moscow, ID. Lisbon, NY. Warsaw, VA. Vienna, GA. Mexico, Maine. Oxford, Pennsylvania. Milan, MO. Naples, SD. Amsterdam, NY. Dublin, MS. Paris, Maine. Lebanon, Pennsylvania. North Wales, Pennsylvania. Lebanon, NJ. Florence, NJ. Bethlehem Township, NJ. Palestine, Texas. Liverpool, Pennsylvania. London, Ohio. Ontario, California. Amsterdam, New York. Geneva, New York. Rome, New York. Naples, Florida. Bagdad, Arizona. Sidney, Ohio. Lebanon, Pennslyvania. Nice, CA. Geneva, Ohio. Florence, SC. Rome, ME.
Sarah. Jen. Courtney. Annie. Annie’s Roommate. Rachel. Sarah. There’s a big world out there. Aaron’s Rental Furniture Go
Aaron’s Rental Furniture Go
They’re hiring in San Antonio.
Aaron’s Rental Furniture Go
Garmin GPS Outdoor, Print, Web If you ever get lost, you might end up surrounded by a gang of children armed with small stones. To demonstrate Garmin’s ability to prevent inconveniences like this, we put ads in places they would never run before slapping them with the Garmin sticker of disapproval.
Roommates.com Newspaper Potential gun owners have background checks and so should potential co-inhabitants.
God’s Word Side Project This website will allow people to send anonymous emails from a variety of deities.
NICK KAPLAN | VCU Brandcenter | Copywriter flathills33@gmail.com | 12 South Boulevard | Richmond VA | (608) 347-0105 _______________________________________________________________ NOW:
VCU Brandcenter | Richmond VA | Anticipated Graduation: 2008 I!m a master!s candidate in the copywriting track, don!t eat very well and should call my family more often.
RECENTLY:
DDB | Chicago, IL | June 2007 to August 2007 While I was a copywriting intern in Chicago, I worked on a Wrigley pitch, produced a Real Men of Genius radio Spot and rooted for the White Sox. Flavorpill | New York, NY | Jan 2006 to May 2006 I patrolled New York for film and literary events worth seeing, reviewing and publishing on a website. The Arnell Group | New York, NY | May 2005 to May 2006 As an account coordinator on the Jose Cuervo business, I compiled creative rotations, developed competitive analyses and shadowed the agency copywriters every spare moment. University of Wisconsin-Madison | 2001 to 2005 On a sunny afternoon in May, I received my Bachelor of Arts diploma with a double major in film and creative writing.
LONG AGO:
Amherst Little League Baseball | Amherst MA | 1992 to 1995 I hit 6 home runs in little league and have the game balls to prove it.