Lindsey Noon

You wouldn’t use a welding torch naked. Or drive a forklift naked. Or dunk potatoes in hot oil naked. Right? But if you’re working without workplace safety, you might as well be…naked. This campaign was our latest effort to get people to take safety seriously, by joking first.

What does Deloitte do? What don’t they do? The largest professional services company in the world is building the future of just about everything. This is a sampling of campaigns for Deloitte services as well as Deloitte recruiting.

What does it take to address some of the toughest challenges in medicine? Something innate. A wiring. A drive to solve problems. At UF Health, patients can expect more than well-applied protocols or attentive care. They experience a culture built on problem solving...the persistent belief that more can be done, that there are new and better ways to tackle every health issue, that we're never done.

Role: Creative Direction, Writing

The city of Missoula set out to raise $10 million in order to build a new facility to house survivors of domestic violence and homeless families. Our challenge was to shift the image of homelessness to the more prevalent but hidden version—that of moms and kids living in cars and friends’ couches. Today, the Meadowlark houses those women and families nightly.

People think about electricity on two occasions: when they pay their monthly bill and when the power goes out. That doesn’t leave much room for an energy company to connect in a meaningful way. To help Duke Energy—the nation’s largest utility—show customers the value of reliability and what it takes to achieve it in a changing world, we created two campaigns. One embraces the very forgettable role power plays in our lives. The second shows the truth that power—how it’s made and delivered—is largely unchanged, as a way to begin an important conversation about evolving the systems we all rely on.

Role: Strategy, Copywriting, Creative Direction

Why should the best health care be confined to metropolitan areas? And how do you show that one place can offer both empathy and expertise without sounding like an over-promise? We started by showing how other real dualities converge everyday...in the real places we live.

Role: Strategy, Creative Direction, Copywriting

Run Wild Missoula is a beloved local running club. In rebuilding their website, they wanted to present more of their community-first philosophy while also making content better organized.

It's no secret that the big machine of health care can feel pretty impersonal. But UF Health refused to accept that status quo. Instead they invested millions in research and training to make care more customized--as unique as the individual. Showing the need for individuality in health care was a tricky message...until we found a powerful metaphor for uniqueness, and one that many people wear proudly: scars.

Role: Strategy, Creative Direction, Copywriting
 

Convincing teens on tobacco road not to smoke is no easy task. And there’s certainly no shortage of great campaigns out there. What hasn’t been tried? Year-after-year, though, teens told us that what sticks with them and makes them think twice about lighting up are real stories of health effects. Not melodrama. Not snark. Not even the gross-out effect. So, we found people teens could relate to, and let their stories speak for themselves. Ten years into the effort, smoking rates among teens in North Carolina reached an all-time low. About 60,000 fewer teens picked up the habit each year.

Role: Copywriting, Creative Direction

How do you get college students to take a second look at a career as a CPA? Ditch the bean-crunching stereotype and serve up a whole new look and attitude--one that's a truthful and entertaining reveal of just how versatile, marketable and profitable those three little letters can make you. The centerpiece of the this integrated campaign is a website full of info about getting into the profession and finding your particular fit. It's supported by campus outreach, welcome kits, fliers, posters and more. So far, the site boasts 70,000 student members headed to CPA-hood.

Role: Strategy, Creative Direction

In a world that now questions the value of a traditional 4-year college education, how does a small, liberal arts women's college show its relevance? That question guided our work for Hollins University, a school 175 years into the business of helping students find not just purpose and ambition, but the skills to contribute. Where does a Hollins grad go once she leaves campus? You'd be surprised.

Specializing in everything from groundbreaking cancer treatments to care for horses, UF Health had a tricky brand story to tell. So we quickly focused on the thing that set them apart from other health systems: research. The problem was making research relevant—making it compelling and moving. After all, it takes place where patients never go and in some pretty unglamorous places. Invisible connections were the answer.

Role: Strategy, Creative Direction, Copywriting

One of the top public institutions in the nation has no trouble attracting applicants. But they do need to attract the right kinds of students to shape the right kind of culture. We had two jobs: moving top in-state students from thinking of UNC as a safety school to considering it as a first choice, and proving to top out-of-state students the real caliber of the education UNC offers. We landed on a cool shared space between UNC and its most desirable prospects: collaboration. And then we showed that communities of doers is how UNC does higher education.

The challenge to round out perception for UNC also applies nationally. We had to set the university apart from national competitors. Competition is incredibly intense--for top faculty, top students—and of course, funding. So, this anthem spot was our answer to the typical sweeping campus shots, smiling professors and cheering fans in college advertising.

Role: Strategy, Copywriting, Creative Direction

Before the attacks on the World Trade Center, enlistment in the US Army was lagging. For a generation of independence-minded individualists, we had to answer the question of how Army enlistment didn’t mean becoming a number or a pair of boots. The Army of One campaign celebrated individual contribution to the global mission of protecting freedom, and it lead to record recruitment numbers.

Role: Copywriting

At a time when comfort and personalized service (not “primarily safety”) were important to airlines, Delta wanted to invited customers to be demanding. The “Passenger Request” campaign captured that with quirky requests, and in the process, showed that the company had personality too.

Role: Copywriting

The ThinkPad W700 Notebook was built for “pro-sumer” photographers and boasted features they wouldn’t find on their preferred pick, the Mac. But this was a tough sell to an Apple-loyal audience. So, instead of a typical set of ads touting the machine’s capabilities, we held a contest. “Name Your Dream Assignment” called for photographers of all abilities to submit their ideas for the ultimate dream photo assignment. The winner received $50,000 to shoot his or her idea anywhere in the world, plus the W700 as the perfect travel companion.

To introduce the new Lenovo 3000 and the ThinkPad 5, both with some first-of-their-kind features, we created the Innovation Defense League. Each character personified an impressive spec of the new machines.

Role: Copywriting

From the yearly Monopoly game to promotions for new products, the We Love to See You Smile campaign offered plenty of opportunities for corny lines and puns. Fitting, given the corn content.

Role: Copywriting

Capstrat needed some great new talent in all departments. This set of ads was meant to communicate what we didn’t want as much as what we did.

It’s tricky territory, talking to parents and grandparents about not smoking around children. One misstep, and you risk turning people off with a guilt-trip or using unsuccessful scare tactics. So we had to find a concept that made the health effects clear but in a non-threatening context. Nostalgia allowed us to walk the line just perfectly.

Role: Strategy, Creative Direction