JASON FETTERMAN

Talking heads, technology and testimonials. A lot of health care advertising looks the same. That’s why for Detroit’s Karmanos Cancer Institute we wanted to tell a different story, a story not just of survival but also of hope and optimism, of new perspectives built on purpose and connection, energy and vibrancy, and not taking one moment for granted. From TV to outdoor, to social and print, our integrated body of work shares this story with patients, their families and the greater community, and provides a rallying cry for our internal audience of dedicated doctors, nurses and caregivers.

Valero believes in fueling and empowering people to go places and do amazing things. It’s through this fundamental belief that we positioned Valero as a sponsor of human restlessness – the fuel of humans being.

This rebrand launched in 2017 and told the stories of remarkable people, doing amazing things – following the dreams, passions, and goals that drive them to do more. It’s a belief that fuel isn’t just about driving, but the drive to achieve something great.

We changed the perception that an oil company could be anything but an evil corporation. We set out to increase measures by a minimum of just 5%, but what we saw was an increase of almost 40%.

Made With Love poster series.

In 2016 we set out to re-position the MotorCity brand as truly customizable, one-of-a-kind experience for a hugely diverse crowd.

“All and More” was the theme of the new work and it was reflected in an edgier attitude that worked perfectly in a “work hard/play harder” town like Detroit. Today the campaign still serves as an embassy of fun for the entire region.

Since the campaign refresh, Adjusted Gross Revenue is up $15.1M the highest in the property’s history.

Event Poster Series

People don’t generally get the warm fuzzies for a fuel company. So, if we wanted consumers to like us more, we had to find a partner that could help. We needed a loyal friend. We needed Man’s Best Friend.

Who better to partner with than Rescue Relays. These are groups of people from across the country who band together to drive at-risk dogs from kill shelters to their forever homes.

The ASPCA estimates that annually some 670,000 dogs are euthanized. So the brand offered fuel and funds to rescue relay operations, which would not only help dogs, but hopefully earn Valero some much-needed love in a category where there is little to no brand loyalty.

We filmed one at-risk dog’s journey from a shelter to its new home hundreds of miles away. We shared his journey by way of a mini documentary highlighting all of the people driving him on this way.

It was a disruptive, fully integrated campaign approach that resulted in over 32 million video views, 10X lift in aided awareness and a 5.4X lift in brand favorability.

One of the most interesting things about the Navy SEALs is their stealth and secrecy, even in the ads we create for them. 

One Show Merit (print)

Kelly (print)

Mobius (campaign)

1st Annual D Show Best in Show (campaign)

https://www.adweek.com/creativity/the-story-of-footprints-the-brilliantly-stealthy-navy-seals-ad-nobody-saw-coming/

Father absenteeism is a serious issue with 1 in 3 children living without their biological father.

With a fresh approach on “Take Time to Be a Dad Today.” We sourced the internet for existing content and invited dads to submit their own, resulting in engaging and powerful examples of how any dad can “Take a Moment to Make a Moment.”

-Digiday Content Marketing Awards.
Best User Generated Content.

-D Show. best of show 2017

After the murder of George Floyd in the summer of 2020, we quickly created an online resource that aimed to help educate and empower allies in the fight against systemic racism. These social pieces disrupted feeds with harsh truths and led them to our site.

We make big metal cars and trucks in Detroit. We’re solidly in the rust belt. It's both unexpected and intriguing that such a refined product as Valentine Vodka is made in here.

This campaign was featured in the 2014 Communication Arts Advertising Annual. 

An inspiring idea for Levine Children’s Hospital brought to life by children. The entire production was executed using kids!