http://bookofbutton.com Book of Button Fri, 17 May 2013 17:11:20 +0000 http://bookofbutton.com en http://www.bookofbutton.com/Cool-Ranch-Doritos-Locos-Tacos http://www.bookofbutton.com/following/bookofbutton.com/Cool-Ranch-Doritos-Locos-Tacos Fri, 17 May 2013 17:11:20 +0000 Book of Button 5624039 When the Nacho Cheese DLT launched it quickly became the best selling item in Taco Bell’s history – over 375 million sold in the first year. So how do you top such impressive numbers with the next iteration of the DLT? You go bigger, better, bolder. PRE-LAUNCH Fans were eagerly (and impatiently) awaiting the launch of the Cool Ranch DLT. So we teased them, surprised them, and in some cases, made them earn the latest DLT. CRYPTOGRAM Yeah, it's another Times Square idea. But with this one we encouraged fans to try and depict a cryptic message that led to the tastiest reveal of all: The release date of the Cool Ranch DLT. <img src="http://payload166.cargocollective.com/1/1/41900/5624039/TimesSquare.1_905.jpg" width="905" height="585" width_o="1312" height_o="849" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/TimesSquare.1_o.jpg" data-mid="30349422" border="0" align="left"/><img src="http://payload166.cargocollective.com/1/1/41900/5624039/TimesSquare.2_905.jpg" width="905" height="585" width_o="1364" height_o="882" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/TimesSquare.2_o.jpg" data-mid="30349426" border="0" align="left"/><img src="http://payload166.cargocollective.com/1/1/41900/5624039/TimesSquare.3_905.jpg" width="905" height="585" width_o="1278" height_o="827" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/TimesSquare.3_o.jpg" data-mid="30349427" border="0" align="left"/> DIGITAL TACO TRUCK We decided to drive the Taco Bell taco truck into the virtual world and park it on specific sites. Fans could follow the truck to see where it would end up next. And if they happened to catch it, they could check in and get great deals on the Cool Ranch DLT. <img src="http://payload166.cargocollective.com/1/1/41900/5624039/VirtualTacoTruck_905.jpg" width="905" height="509" width_o="1417" height_o="797" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/VirtualTacoTruck_o.jpg" data-mid="30349546" border="0" align="left"/> LAUNCH When the Cool Ranch DLTs were available we kicked the awesome into overdrive. We wanted the way fans got their tacos to be just as epic as the tacos themselves. 40,000FT On the day of the Cool Ranch DLT release, we'll partner with Virgin America and outfit their plane in Cool Ranch blue. Instead of crackers and cheese, lucky passengers get to enjoy being some of the first to try the new taco. <img src="http://payload166.cargocollective.com/1/1/41900/5624039/40000DLT_905.jpg" width="905" height="509" width_o="1413" height_o="795" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/40000DLT_o.jpg" data-mid="30349651" border="0" align="left"/><img src="http://payload166.cargocollective.com/1/1/41900/5624039/4000DLTinside_905.jpg" width="905" height="509" width_o="1422" height_o="800" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/4000DLTinside_o.jpg" data-mid="30349650" border="0" align="left"/> UBER Can't make it to a Taco Bell to grab the new Cool Ranch DLT? No worries, just fire up your Uber app and have the Taco Truck come to you. <img src="http://payload166.cargocollective.com/1/1/41900/5624039/TacoUber.1_905.jpg" width="905" height="585" width_o="1311" height_o="848" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/TacoUber.1_o.jpg" data-mid="30349772" border="0" align="left"/><img src="http://payload166.cargocollective.com/1/1/41900/5624039/TacoUber.2_905.jpg" width="905" height="585" width_o="1310" height_o="847" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/TacoUber.2_o.jpg" data-mid="30349773" border="0" align="left"/> TACO COPTER There's delivery. Then there's epic delivery. And what's more epic than getting a box of Cool Ranch tacos delivered via a Taco Copter? That's what we thought too. <img src="http://payload166.cargocollective.com/1/1/41900/5624039/Taco Copter.1_905.jpg" width="905" height="585" width_o="1429" height_o="925" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/Taco Copter.1_o.jpg" data-mid="30349828" border="0" align="left"/><img src="http://payload166.cargocollective.com/1/1/41900/5624039/Taco Copter.2_905.jpg" width="905" height="585" width_o="1286" height_o="832" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/Taco Copter.2_o.jpg" data-mid="30349942" border="0" align="left"/><img src="http://payload166.cargocollective.com/1/1/41900/5624039/Taco Copter.3_905.jpg" width="905" height="585" width_o="1281" height_o="829" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/Taco Copter.3_o.jpg" data-mid="30349835" border="0" align="left"/> SUSTAIN Once the allure of the Cool Ranch Taco wore off, we had to ensure it was still top of mind (and top of the food chain) in our fans’ eyes. FIRST TASTE A SECOND TIME Taco Bell asked their fans to review the Cool Ranch DLT and post their videos to YouTube. So we took those videos and gave them the Hollywood treatment by adding VO, a sweet soundtrack, and the classic Taco Bell GONG. Cool Ranch DLT - First Taste from Brian Button on Vimeo. PACKAGING Now that fans can get both tacos (Nacho Cheese, Cool Ranch) we wanted to bring them together in delicious harmony. And give away cool stuff at the same time. <img src="http://payload166.cargocollective.com/1/1/41900/5624039/CollectAll2_905.jpg" width="905" height="509" width_o="1418" height_o="798" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/CollectAll2_o.jpg" data-mid="30349973" border="0" align="left"/> DLT HACKS It’s no secret our fans have come up with some pretty custom DLT hacks. That’s because we have the most customizable menu in the world. And now it’s time to tell the world. So we’ll encourage our fans to use both flavors of DLTs to hack our menu to their heart’s content. We’ll then collect and celebrate all of the DLT hacks while giving credit to their creators. #DLThacks on Twitter becomes the live, evergrowing, constantly inspiring home of all of our fans’ creations. <img src="http://payload166.cargocollective.com/1/1/41900/5624039/TB.Hacks.1_905.jpg" width="905" height="585" width_o="1388" height_o="898" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/TB.Hacks.1_o.jpg" data-mid="30424481" border="0" align="left"/> On Facebook and Instagram, we’ll post visual photo-stories of how to build different DLT hacks and give credit to their creators. <img src="http://payload166.cargocollective.com/1/1/41900/5624039/TB.Hacks.3_13_905.jpg" width="905" height="585" width_o="1353" height_o="875" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/TB.Hacks.3_13_o.jpg" data-mid="30424540" border="0" align="left"/> Users will find step-by step instructions on how to create the hacks they see. (CRDLT + NCDLT + Gordita = Double DLT Gordita) <img src="http://payload166.cargocollective.com/1/1/41900/5624039/Screen Shot 2013-05-17 at 4.15.34 PM_905.jpg" width="905" height="585" width_o="1338" height_o="866" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/Screen Shot 2013-05-17 at 4.15.34 PM_o.jpg" data-mid="30424594" border="0" align="left"/> We’ll hack the existing QR code on the side of Taco 12-packs. Users who scan the QR Code will see a live feed of menu hack ideas from #DLThacks. <img src="http://payload166.cargocollective.com/1/1/41900/5624039/TB.Hacks.3_905.jpg" width="905" height="585" width_o="1421" height_o="919" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/TB.Hacks.3_o.jpg" data-mid="30424421" border="0" align="left"/> We’ll take some of the best, most inventive DLThacks and create them, test them and rate them in our test kitchen. We’ll release this content on our YouTube channel as a surprise for the hack’s creator and as content for our entire audience. <img src="http://payload166.cargocollective.com/1/1/41900/5624039/TB.Hacks.4_905.jpg" width="905" height="585" width_o="1334" height_o="863" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/TB.Hacks.4_o.jpg" data-mid="30424541" border="0" align="left"/> We’ll reach out to appropriate food bloggers and challenge them to create DLT Hacks of their own and report on the results. <img src="http://payload166.cargocollective.com/1/1/41900/5624039/TB.Hacks.5_905.jpg" width="905" height="585" width_o="1420" height_o="919" src_o="http://payload166.cargocollective.com/1/1/41900/5624039/TB.Hacks.5_o.jpg" data-mid="30424427" border="0" align="left"/> When the Nacho Cheese DLT launched it quickly became the best selling item in Taco Bell’s history – over 375 million sold in the first year. So how do you top... http://www.bookofbutton.com/Arrowhead-water http://www.bookofbutton.com/following/bookofbutton.com/Arrowhead-water Fri, 17 May 2013 16:56:21 +0000 Book of Button 501504 <img src="http://payload.cargocollective.com/1/1/41900/501504/arrowhead_motorbike.jpg" width="670" height="433" width_o="2048" height_o="1325" src_o="http://payload.cargocollective.com/1/1/41900/501504/arrowhead_motorbike_o.jpg" data-mid="2284706" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/41900/501504/water_mouthBRIAN.jpg" width="670" height="433" width_o="2048" height_o="1325" src_o="http://payload.cargocollective.com/1/1/41900/501504/water_mouthBRIAN_o.jpg" data-mid="2284708" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/41900/501504/WATER_musclesFLAT.jpg" width="670" height="433" width_o="2048" height_o="1325" src_o="http://payload.cargocollective.com/1/1/41900/501504/WATER_musclesFLAT_o.jpg" data-mid="2284725" border="0" align="left"/> Designed to be a two-page spread. Designed to be a two-page spread. http://www.bookofbutton.com/Charles-Schwab http://www.bookofbutton.com/following/bookofbutton.com/Charles-Schwab Fri, 17 May 2013 16:56:10 +0000 Book of Button 1702139 http://www.bookofbutton.com/YouTube http://www.bookofbutton.com/following/bookofbutton.com/YouTube Fri, 17 May 2013 16:56:09 +0000 Book of Button 3654948 THE WARNER SOUND The Warner Sound is all about the artists of Warner Music Group. With these trailers we wanted to highlight the inspiration and stories behind those musicians. :15's NUEVON We were tasked with showing the variety of content YouTube's new Hispanic channel, Nuevon, offers. The trailers were originally written in English, then translated and produced in Spanish and Spanglish (shown below). LA GRAN ROYAL Translation: Loud, Ugly, And unapologetic. And that's just their facial hair. Some alt lines that made everyone laugh, except the client: Just like everything else in Hollywood. Hecho en Mexico. More mustaches, Than a porn set in the 80’s. MI VIDA CON TOTY Translation: Following Sofia Vergara around with a camcorder, By the only person who can get away with it. Her son, Manolo. Another steamy alt that found itself on the cutting room floor: Documenting the world's perfect woman, Through the eyes of her only flaw. ARCHIVOS MORTALES Translation: Don't Watch This Alone. THE WARNER SOUND The Warner Sound is all about the artists of Warner Music Group. With these trailers we wanted to highlight the inspiration and stories behind... http://www.bookofbutton.com/Visa http://www.bookofbutton.com/following/bookofbutton.com/Visa Fri, 17 May 2013 16:56:09 +0000 Book of Button 2129012 Our clients requested a video for a presentation about the importance of digital. So we told a story about how human behavior has been affected by digital, using some interesting stats as support. They call it a "Sizzle Video". We called it "briefed, written, designed, animated, produced, AND approved in a week." True story. Our clients requested a video for a presentation about the importance of digital. So we told a story about how human behavior has been affected by digital, using... http://www.bookofbutton.com/Taco-Speakeasy http://www.bookofbutton.com/following/bookofbutton.com/Taco-Speakeasy Wed, 15 May 2013 16:00:31 +0000 Book of Button 5011324 The anticipation for the upcoming Cool Ranch DLT was palpable. Fans tweeted, begged, even boycotted Taco Bell until they could get their hands on one. We wanted to reward the most outspoken fans by giving them a Cool Ranch taco first. But we also wanted to make it a little more interesting than that. So we found existing businesses in New York, Dallas, and Los Angeles and used them as a front to house our Taco Speakeasies. We gave our fans a seemingly random address and a cryptic password. Then we waited… New York Cool Ranch Doritos Locos Tacos: NYC Speakeasy from Brian Button on Vimeo. Dallas Cool Ranch Doritos Locos Tacos: Dallas Speakeasy from Brian Button on Vimeo. Los Angeles Cool Ranch Doritos Locos Tacos: LA Speakeasy from Brian Button on Vimeo. The anticipation for the upcoming Cool Ranch DLT was palpable. Fans tweeted, begged, even boycotted Taco Bell until they could get their hands on one. We wanted... http://www.bookofbutton.com/YouTube-2012-Olympics http://www.bookofbutton.com/following/bookofbutton.com/YouTube-2012-Olympics Wed, 03 Apr 2013 14:32:12 +0000 Book of Button 3823209 To help promote the first ever live stream of the Olympics, AKQA San Francisco and YouTube teamed up to create the NBC Olympics Scheduler, a first-of-its-kind Google Chrome app. The app lets users browse and watch the Olympic Games, live and on-demand. They can also create a playlist of their favorite Olympic events and get real-time reminders straight to their browser. Also, as part of the campaign to cover the Olympics live, AKQA developed dynamic ad units, pushing real-time updates on every event and defining moments of the games. This groundbreaking ad campaign generated more than 80 updates a day throughout the entire Olympic Games. YouTube Olympics 2012 from Brian Button on Vimeo. To help promote the first ever live stream of the Olympics, AKQA San Francisco and YouTube teamed up to create the NBC Olympics Scheduler, a first-of-its-kind... http://www.bookofbutton.com/eBay-Thanks-You http://www.bookofbutton.com/following/bookofbutton.com/eBay-Thanks-You Sat, 26 Jan 2013 16:03:42 +0000 Book of Button 4283663 eBay was fully aware that it's their community of buyers, sellers, and non-profits that make eBay.com a destination worth visiting. So to thank their members, they were going to celebrate them – by sharing their inspiring eBay stories. Below are some of those stories, including all-star designer Jonathan Adler and film icon Michael J. Fox. In addition to the videos, we created a full-page ad in the New York Times as well as rich media executions that drive to all of the stories on eBay’s YouTube page. *** WINNER OF BRONZE CLIO 2013 *** eBay Thanks You launch video eBay Thanks You - Launch Video from Brian Button on Vimeo. Jonathan Adler eBay Thanks You - Jonathan Adler from Brian Button on Vimeo. Michael J Fox eBay Thanks You - Michael J Fox from Brian Button on Vimeo. Ed Church eBay Thanks You - Ed Church from Brian Button on Vimeo. Full-page ad featured in the New York Times <img src="http://payload99.cargocollective.com/1/1/41900/4283663/eBay_PrintAd_FINAL_1.jpg" width="670" height="1272" width_o="1316" height_o="2500" src_o="http://payload99.cargocollective.com/1/1/41900/4283663/eBay_PrintAd_FINAL_1_o.jpg" data-mid="22600490" border="0" align="left"/> eBay was fully aware that it's their community of buyers, sellers, and non-profits that make eBay.com a destination worth visiting. So to thank their members, they... http://www.bookofbutton.com/Go-Play http://www.bookofbutton.com/following/bookofbutton.com/Go-Play Thu, 18 Oct 2012 21:06:07 +0000 Book of Button 1836338 Autodesk had disparate apps that needed to be rebranded and given a new home. Enter: The Studio. First we started with a manifesto: It’s all around us. Everywhere. In what we do, And how we do it. Creativity. It’s part of all of us, That just needs unlocking. Our points of entry may vary, As much as the skills we possess. It’s up to us where we take it. What we create. The tools we use, And how we use them. There are no boundaries. No judgments. No frustrations. It’s pure, self-expression. Uninhibited. Uncensored. Unedited. Because creativity can start anywhere, Start here. Go play. Then we defined what these apps meant to the different target segments, what the press release would say and the overall feel of the copy found within the site. When the story, comps and guidelines were finalized, our journey was over. These are the files we handed over, trusting the client would bring this creation to life as we would have. <img src="http://payload.cargocollective.com/1/1/41900/1836338/CONSUMERLanding_905.jpg" width="905" height="662" width_o="2048" height_o="1499" src_o="http://payload.cargocollective.com/1/1/41900/1836338/CONSUMERLanding_o.jpg" data-mid="10685503" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/41900/1836338/CONSUMERAppPage_905.jpg" width="905" height="1131" width_o="1280" height_o="1600" src_o="http://payload.cargocollective.com/1/1/41900/1836338/CONSUMERAppPage_o.jpg" data-mid="10685507" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/41900/1836338/CONSUMERSketchbook_905.jpg" width="905" height="821" width_o="1280" height_o="1162" src_o="http://payload.cargocollective.com/1/1/41900/1836338/CONSUMERSketchbook_o.jpg" data-mid="10685516" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/41900/1836338/CONSUMERWorkshop_905.jpg" width="905" height="675" width_o="1280" height_o="955" src_o="http://payload.cargocollective.com/1/1/41900/1836338/CONSUMERWorkshop_o.jpg" data-mid="10685529" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/41900/1836338/CONSUMERStore_905.jpg" width="905" height="1414" width_o="1280" height_o="2000" src_o="http://payload.cargocollective.com/1/1/41900/1836338/CONSUMERStore_o.jpg" data-mid="10685534" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/41900/1836338/CONSUMERMyCorner_905.jpg" width="905" height="989" width_o="1280" height_o="1400" src_o="http://payload.cargocollective.com/1/1/41900/1836338/CONSUMERMyCorner_o.jpg" data-mid="10685536" border="0" align="left"/> Autodesk had disparate apps that needed to be rebranded and given a new home. Enter: The Studio. First we started with a manifesto: It’s all around us. ... http://www.bookofbutton.com/The-Exchange http://www.bookofbutton.com/following/bookofbutton.com/The-Exchange Wed, 21 Mar 2012 19:07:15 +0000 Book of Button 3046462