That’s why we created a concept that literally put viewers in the shoes of the homeless – outside, in the cold. The headline on an outdoor billboard grabbed the attention of people and made them think. They saw the headline, looked around, and for perhaps the first time in their lives they felt what it must be like to have no place to live.  Donations soared after this campaign started to run across the state. Our favorite story about the campaign as a letter written by a tourist from Maine who was visiting Boston for the day. He saw the ad on the subway (the T as we say here) and he was so moved he missed his stop. He enclosed a check for the Coalition with his letter.

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Instead of relying on hackneyed appeals to “be green”, we decided it was important for the creative concept to be rooted in the game of golf itself. Being golfers ourselves, we’re familiar with the history of the game and its dedication to preserving the honor of the game as well the course.  The theme – It’s the Right Thing to Do – was employed in a commercial and course signage, while a print ad used a golf theme to illustrate ways to reduce carbon footprints. Feedback from Constellation, from the CEO on down, was extremely positive, and the event was a big success.

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First Wind, a leading American wind energy company, has local offices in the towns where their wind energy projects are planned or in operation. They needed a way to tell the story of clean wind energy to people visiting them, and help dispel anti-wind myths. Captains created a series of posters that got to the heart of what wind energy is all about: energy independence, clean energy, and economic revitalization.

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Created for the Resort Sports Network, this print ad worked because it was simple, direct and compelling. The visual and copy quickly conveyed the relaxed mindset of RSN viewers and factual reasons why media buyers should purchase space.

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Once thought eradicated in the U.S., kernicterus is a form of brain damage that affects newborn babies when severe jaundice goes untreated. HMOs put pressure on hospitals in the 1990s to cut costs by doing fewer tests on infants and sending mothers home earlier with their babies. As a result, cases of kernicterus—an incurable disease with cerebral palsy-like symptoms—began to reappear around the country. Captains was tasked with helping to galvanize action and support within the healthcare community and the public at large.

While a range of conceptual campaigns were developed, focus group testing confirmed that the simplest, most direct message resonated best with parents within multiple socioeconomic and ethnic groups. As a direct result of the campaign, one of the largest hospital systems in the U.S. adopted universal billirubin screening for newborns, preventing potentially hundreds of cases of kernicterus.

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