I created this page to show the range of work I have helped to create over the years that has been strategic and clever and effective. Some of these are large enterprises. Many are not. Many are small, local, regional, with limited budgets. I regularly add to it as I continue to produce work.
(You can find a larger portfolio of my work at Danielcatfishruss.com)
There is work in here that has made a real difference. A difference for the USAF trying to recruit prospects during an unpopular war. A difference for causes and foundations that need attention and they need help. A difference for people protecting an asset for prosperity.
All of them were served by the power of an idea
How A Brand Video Sold Cheerwine The National 2016 Sampling Strategy.
American Campus Communities curates living spaces for students. We used to call it ‘student housing’. Today that doesn't quite cut it.
Rebranding Piggly Wiggly Carolina Company.
I found this line on a billboard C print in a trashcan and made it the focal point of a new campaign. All the print and outdoor and in store collateral was done on surfaces that reprised the environment, brick walls, wood and corrugated metal.
This two minute spot ran all over the low country from the North Carolina Coast to Savannah. It was wonderfully successful in reviving comp store sales.
SOUTHERN NEVADA WATER AUTHORITY.
It’s a desert out there. So use your watering clock you selfish fool. This helped Vegas save 66 million gallons a week.
We’ve Been Waiting For You
The idea here is that we have 134 jobs in the USAF. Rather than try and stamp you into something you are not, we start with what you know and what you can do and who you are. Then we find the right fit.
Do Something Amazing
The most successful US military recruitment campaign that ran under five years. What we do here is amazing, as is what you will do here. One way we used social media to tell the stories of the missions. We put them all online because we understood that the Millennial prospect wasn’t watching TV. They were grazing site for original content. When you see the roles that young people play in the Air Force, it strikes you that moving a hospital across the world in 13 hours in amazing. We created the DoSomethingAmazing website and digital activation. This was where we placed the missions for all to experience. We went where the prospects were: online.
One of the very first recruitment video in banner executions.
Here is an example of a mission video:
The Air Force prior to 2005 used to send 1.5 million Business Reply Cards to students in between their Junior and Senior year. They generated a few thousand responses, mostly from kids already with a proclivity to join.
My team created a new campaign that asked the high school student on the precipice of leaving school what they were going to do next. We sent a Business Reply Card with just the url: whatamigonnadonext.com. That took them to to this website which shows a young person deciding what to do. It was really funny and hundreds of thousands of prospects played on this website. By the way, whenever the character tried to be a rock star, he ended up living at home with his parents. Whenever he chose a leadership role in the USAF, he did very well. The game also connected the prospect to the nearest recruiter if he or she had their interest piqued.
Online, and disseminated through social media platforms and email blasts, we engaged prospects to understand the nature of the USAF mission. He is EOD, or Explosive Ordinance Disposal.
Did it work?
Believe it or not, there are 2 million people in the Nike sales chain.
One day, a Nike designer Instagrammed the 2013 Nike Marathon Shoe. Understanding that what they sell are ideas, the CEO initiated a company wide security protocol training series. My team wrote and produced the videos and here are a couple of them. This was seen by all 2 million people who went to Nike’s proprietary in house local are network.
Tillamook is a century old and it has been regarded as one of the best cheese makers in the world. The pristine environment, the culinary notes of in the grasses that are tasted in the cheese are found only there. It was here that we filmed documentaries about the company and disseminated them on their hugely popular community website. This is one of them.
PEACECOUNCIL ADVOCACY WORK
For over 20 years I have had my own 501 (c) 3 called Peacecouncil. We create free marketing for causes. We were the very first domestic organization to flag the problem of child soldiers. We were the first domestic organization to flag the problem of unexploded mines and munitions around the world. These all cost less than $10,000.
Here is how I helped to save two battlefields from development with old fashioned newspaper. These ads helped stop shopping malls from going over historic battlefields at Manassas and Brandy Station.
This ad resulted in the first ever Congressional re-appropriation of public lands from a developer. Manssas was saved.
The fundraising spot for the Kometsky Center.
Here I presided over the creation of the official USAF Tuskegee Airmen work.
NO CLIENT IS TOO SMALL FOR AN IDEA.
Here my company took a 3 restaurant CDR group, an Austin icon, and we turned the menu into a New York Newspaper. People loved it and walked out with their menus which were printed by the Austin American Statesman.
This was done for less than 2 grand for a wacky local dentist. We did two of them and here was one.
An example of the Product Campaign for Vegas. What happens here stays here. But what you discover here stays with you.
A simple idea to ask Nevadans to switch to CFL bulbs.
An Iconic Beer. A Simple Idea.
This iconic brand had no money to speak of, but we came up with a great idea. What Would Texas Be Like Without Lone Star Beer.
This was not inexpensive. It was strategic.
So. Ideas still matter. They are in fact, still the great equalizer.
One Million Years B.C.
I led a team that convinced Wal Mart to stop going to Hollywood, and instead, go to the store. It was a tough sell. But Sam Walton himself said famously that “If you ever get confused, go to the store. The customer has all the answers.” We hired Albert Maysles, the famous documentarian who shot Gimme Shelter and Grey Gardens. It was clash of cultures that worked out in the end.
This campaign was the most copied retail campaign in the country. Sears, Lowes, Dillard’s and Marshall’s all started shooting documentary retail.
This won a Gold Medal in the Chicago International Film Festival.
Catfish Russ Areas of Expertise
High Technical/Large Industry
Allison Gas Turbine Division of GM
Electro Motive Division of GM
Reynolds Aluminum Recycling
New York Subway (MTA)
United States Air Force
I Love New York
Texas. It’s Like A Whole Other Country
Virginia is For lovers
LVCVA/What Happens Here Stays Here
Destin/Ft. Walton Beach
North Myrtle Beach
New Mexico Tourism
The Don Caesar
Don’t Mess With Texas
New Milestones Foundation
Communities in Schools
Ban The Mines
Hire the Vet
Food & Food Retail
On The Border
Bobs Big Boy
Land O’ Lakes
Your Vegas Is Showing