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.
