1. Reshaping unexamined assumptions is one of the most compelling creative angles for reaching consumers. Case in point: when most people think of wine from Washington, they wonder how the rainy climate of the Puget Sound area could produce great vino. Little do they know that there’s an entire eastern half of the state that’s rich in glacial soil and has 300+ sunny days annually with 17.4 hours of daily summer sunlight. Primo conditions for wine. With this compelling background, GreenRubino set out create national advertising for the Washington State Wine Commission with the brand strategy: The Perfect Climate for Wine. Since the sun is a key factor for creating world-class Washington State wines, GreenRubino personified the sun by creating “Sunny.” Sunny is, in effect, the spokesperson for Washington State wine—a friendly and approachable character extolling the quality and value of Washington State wine. The message has rolled out through integrated campaigns in radio, TV (weather forecast sponsorships), online, social media and through point of purchase at the retail partners in Austin, Denver, Phoenix, Chicago and Washington, D.C.

    # vimeo.com/37259527 Uploaded 82 Plays 0 Comments
  2. Reshaping unexamined assumptions is one of the most compelling creative angles for reaching consumers. Case in point: when most people think of wine from Washington, they wonder how the rainy climate of the Puget Sound area could produce great vino. Little do they know that there’s an entire eastern half of the state that’s rich in glacial soil and has 300+ sunny days annually with 17.4 hours of daily summer sunlight. Primo conditions for wine. With this compelling background, GreenRubino set out create national advertising for the Washington State Wine Commission with the brand strategy: The Perfect Climate for Wine. Since the sun is a key factor for creating world-class Washington State wines, GreenRubino personified the sun by creating “Sunny.” Sunny is, in effect, the spokesperson for Washington State wine—a friendly and approachable character extolling the quality and value of Washington State wine. The message has rolled out through integrated campaigns in radio, TV (weather forecast sponsorships), online, social media and through point of purchase at the retail partners in Austin, Denver, Phoenix, Chicago and Washington, D.C.

    greenrubino.com

    # vimeo.com/37259309 Uploaded 118 Plays 0 Comments
  3. Pro-bono business gives agencies a chance to give back to the community. In the case of PAWS, GreenRubino also got the community to pitch in as well. Despite its excellent reputation as a leader in protecting and advocating for animals since 1967, PAWS lacked brand awareness and was often confused with other organizations like the Humane Society. The public also lacked a clear understanding of the breadth of PAWS services.

    PAWS called on GreenRubino to help build a cohesive branding and marketing program to better communicate the multiple facets of its offerings, and increase donations, adoptions and volunteers. After completing our research, we crafted a new Brand Strategy Platform that focused on PAWS as a skillful champion for animals and dedicated to education, conservation and preservation. GreenRubino brought the brand to life by creating a bold new identity system centered on the big returns of compassion. To ensure a seamless transition for all communications, we also developed graphics standards to provide a consistent brand experience. GreenRubino created a compelling marketing campaign that included print, outdoor and radio advertisements, produced almost entirely with donations we negotiated from our media partners. Giving back really pays back.

    greenrubino.com

    # vimeo.com/37258564 Uploaded 101 Plays 0 Comments

Alan Yamamoto - concept & copy Broadcast

Alan Yamamoto

TV & Radio that I wrote and produced

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