As the industry leader in percentage of sales to women and an official sponsor of March Madness, Buick wanted to recognize the 50th anniversary of Title IX; we found a way to do something more.

40% of athletes are women, but women receive only 10% of sports media coverage. What does that mean to sports fans? It means they’re missing out on some of the greatest moments in sports history. Unacceptable.

2022 Cannes Lion winner.

The GMC HUMMER EV is quite arguably the most exciting vehicle on the planet. But with limited supply, test drives were all but impossible. So what do you do?

Well, you simply offer test drives in a world where supply is unlimited. We took the HUMMER EV to Al Mazrah, the scene of Call of Duty: Modern Warfare 2. There, players could put the truck through its almost impossible to believe paces without expense or restriction.

The result: 20 million test drives and counting.

Even more valuable, however, were the countless pieces of user-generated content, often created and posted by players with millions of followers, featuring insane demos the legal department would never have approved and music tracks which would have cost GMC a fortune.

The most efficient idea I’ve ever been a part of. A total steal.

2022 Effie winner. The most watched reveal in the history of the automobile industry.

How do you help parents who had a negative experience with school get more involved in their own children’s education? First, you recognize it’s not a messaging problem.

See how we turned the places parents and children already interact into new educational experiences that made learning fun, easy and something they could do together.

Jay Chiat Gold Award Winner for Strategy.

Minute Maid wanted to humanize its “Put Good In, Get Good Out” platform. It also wanted to re-engage emotionally with young families who, for a variety of reasons, were turning away from orange juice. We found a powerful way to remind parents that the good they do is not going unnoticed.

The highest social engagement in Minute Maid history.

At a time when the pickup wars were an ever-escalating battle of horsepower and towing capacity, “America’s Pickup” took a moment to honor and celebrate the true purpose of trucks and the people who drive them.

The greatness of golf, much like fishing, lies as much in the stories we tell about it as actually playing the game. Here, we celebrated the extremes to which people will go to get in a round and showed that if anyone is as a big a fanatic as you, it’s Goldsmith.

Alright, this one goes back a bit. But it’s fun, it’s smart and it shows how the best insights are usually quite simple.