Each week, The Examiner showcases an advertising campaign by a local company.

Client: Lombardi Sports

Job: Continue to build awareness of Lombardi’s and get people to choose Lombardi’s over large chains

Agency: Hub Strategy and Communications, San Francisco.

Principals: DJ O’Neil and Joe Oh.

Other clients: Slingbox, Sega of America, MacGregor Golf

Creative team: DJ O’Neil, creative director; Peter Judd, ACD & design director; Jason Rothman, designer; Chris Elzinga, copywriter; Lars Topelmann, photographer; Shari Hochberg, account director

The plan: Outdoor boards around San Francisco

The theme: Simple headline-driven concepts, focused on a particular sport, featuring well-known outdoors and sports photographer Lars Topelmann

DJ O’Neil

Age: 41

Position: Founder/Creative director

Education/background: B.A. in communications, University of Colorado-Boulder

What drove your development of the concept: We wanted to surprise people, make them smile, maybe think a little, and therefore better connect with them.

Working on next: An Internet viral campaign that employs real, live monkeys. I love monkeys.