News

Agency Taps Dubai For Latest Talent Addition

Janelle Erickson is trading the desert heat of Dubai for the chill of Minnesota winters. Solve’s newest creative hire joins the agency from Leo Burnett in Dubai. Erickson represents the agency’s commitment to scour the globe in search of the right talent. “We like the world view Janelle brings. Her work demonstrates big thinking in non-traditional spaces and an ability to connect with diverse audiences,” says Solve Creative Director Eric Sorensen. Last year, Erickson won two Cannes Lions for her work for Nawras, a leading telecom provider in the Middle East and North Africa. Her passion for traveling led her to TBWA Dubai four years ago. Prior to her time overseas, she worked at Wong Doody in Seattle.

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Shooting its latest campaign for bike client Orbea, a team from Solve was recently in southern California. Enjoying a brief respite from Minnesota’s harsh winter wind chills, our team traveled to Santa Barbara, to shoot with a group of professional cyclists currently training there. Orbea high-end racing bikes, hand-assembled in Spain’s Basque region, are ridden by serious competitors in the sport’s highest echelons. “These bikes are incredible. It’s amazing to see how fast the pros can push them,” said Solve Creative Director and cycling enthusiast Hans Hansen.

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In news coverage that spans The New York Times and The Today Show, consumers can take heart in the definitive report that drinking whole organic milk “will certainly lessen the risk factor for cardiovascular disease.” A new study published Monday in scientific journal PLOS ONE proves organic milk contains far more of the helpful fatty acids than conventional milk. The research, done in cooperation with Solve client Organic Valley, was heralded as compelling and credible by the nation’s leading food science experts including Dr. Joseph Hibbeln, nutritional neuroscientist at the National Institutes of Health. “We could not be more proud of our client Organic Valley, and their continued dedication to bring pure, untainted food to America’s tables,” said Solve Account Director, Andrew Pautz.

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Solve has created a series of digital shorts for client True Value that place the brand in the hands of its young DIY fan base. Project Fun by True Value provides sharable, seasonally-themed videos that are fun to watch, easy to share, and that supplement consumer-generated content. The shorts remind viewers that DIY projects can be fun while reinforcing the brand’s “Behind Every Project Is A True Value” idea. “Our digital shorts are inspired by seasonal products to drive both conversation and sales,” said Solve Account Director, Ryan Murray. “But each is also designed to leave the viewer with a smile befitting the True Value brand.” The shorts are being posted onto True Value’s social pages including Facebook and Twitter from where the brand’s fans extend Project Fun through their pass along.

Bag Race

Clean Yard

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To increase Organic Valley butter and whipping cream sales this holiday season, Solve positioned the popular baking goods as “secret ingredients” to the most memorable holiday celebrations. The campaign focuses on the high quality Organic Valley brings to the holiday table, and features specific content tailored to each media partner. The national holiday effort also includes a one-of-a-kind Caramel Apple Pie recipe developed by James Beard award-winning 112 Eatery Pastry Chef Amy Beehler. “This campaign’s messaging, placement and tailored content delivers a high level of engagement for holiday bakers – novices and experts alike,” said Maureen Clark, Associate Media Director. Epicurean consumers are rewarded with recipes, baking tips, holiday prizes and a sweepstakes.

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