Branding Archives - Baker Street
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Baker Street
August 27, 2020
Brian Bacino

Let’s Save This Summer!

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Hey! Let’s save this summer!

That was the idea behind our new Labor Day campaign for Honda conceived by Sarah Inglis and Lesly Pyle. Let’s face it. This summer has sucked like none other. Really, the best thing you can do is pile your inner circle into a Honda and enjoy a road trip with fewer stops and plenty of safety. So, we invented the Honda Safe Adventure — a road trip you can take with only one stop for gas. And thanks to Honda’s amazing MPGs, one fillup can provide a ton of fun.

Our campaign takes the form of a travel log — a family vacation scrapbook. With a playful hand–made visual style, we remind folks that buying a new Honda is the best way to save this summer.

“Rashida’s Honda Safe Adventure” :30

“Kids’ Honda Safe Adventure” :30

“Civic Safe Adventure” :15

“CR-V Safe Adventure” :15

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Agency Credits | Baker Street Advertising
Co-Chairman/CEO/Strategist: Don Donovan
Co-Chairman/Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Creative Director/Campaign Art Director: Sarah Inglis
Copywriter: Lesly Pyle
Digital Art Director: Anne To
Producer: Brody McHugh
Account Director: Tracey Pereira
Account Executive: Julian Cagonot
Assistant Account Executive: Jordan Leet
Media Director: Glenn Yajko
Digital Media Director: Jason Cantor
Broadcast Director: Shelly Kalianis
Digital Ad Ops manager: Christina Cruz
Senior Broadcast Media Buyer: Cel Vital Bella
Media Broadcasting Buyer: Tracey Tschappat
Assistant Media Buyer: Indira Valladeres

Video Production Credits | Bent Image Lab
Directors: Chel White and Patrick Coan
Executive Producer: Ray Di Carlo
Producer: Rebecca Wells
CG Artist: Andrew Dieffenbach
Compositor/2D: Barna Howard
Editor: Brent Heise
CG Coordinator: Byron Gilmer

Audio Production Credits | One Union Recording
Sound Engineers: Andy Greenberg and Joaby Deal

Automotive Marketing, Branding, Brian Bacino, Creative Chief B2, Digital Marketing, Holiday Advertising, Honda, Uncategorized

July 27, 2020
Brian Bacino

Almost forgot. We won an Addy!

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I guess we’ve had a few things on our mind. When we won an ADDY for our “Honda is Family” multi-media campaign earlier this year we were like: “Yeah!!! Great win!” Then we went to the award show in March. Almost nobody came. COVID kicked in and the following week we were all on lockdown. Nobody was in the mood to celebrate. But a few months later we look back and realize: “Yeah! That was a great win!” And, ironically, the message has never been more relevant: No matter what may come, you count on family. And California families count on Honda. Just ask anyone who owns a Honda.

“Father and Son”
:30
An epic road trip turns into a 15-year-long tradition. And the Honda Accord is always there. But blink and you’ll miss it.

“Neighborhood Pride” :41
An entire neighborhood reminisces as a 16-year-old embarks on her first solo drive in a new Honda Civic.

“Winning on the Road” :30
A team of undersized basketball players gain a competitive edge from the superior sound system of a Honda Pilot.

“Save the World” :30
This is Susan. Susan really, really, really, really cares about the environment. That’s why Susan drives a Honda Insight Hybrid.

In-Dealership Point-of-Sale Posters:

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Credits, Baker Street Advertising:
Co-Chairman/CEO/Strategist: Don Donovan
Co-Chairman/Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Copywriters: Brian Bacino/Lesly Pyle
Art Director: Ken Woodard
Producer: Brody McHugh
Director of Client Solutions: Christine Rodriguez
Senior Account Executive: Sarah Danaher
Media Director: Glenn Yajko
Broadcast Director: Shelly Kalianis
Media Supervisor: Jena Benzel
Senior Broadcast Media Buyer: Cel Vital Bella
Assistant Media Buyer: Indira Valladeres

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Colorist: Chris Martin, Mission Film & Design
Flame Artist(s): Ethan Chang, Deron Hoffmeyer, Ntropic
Executive Producer: Luke Watson, Ntropic
Producer: Emily Rivvers, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

Automotive Marketing, Branding, Creative Chief B2, Honda, Qualitative Research, Quantitative Research, Uncategorized

October 27, 2019
Brian Bacino

Discovery, Strategic Discipline and the Mighty Creative Multiplier

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Baker Street’s new integrated digital and broadcast campaign for Northern California Honda Dealers is arguably our finest moment, resulting in the most inspiring and effective Tier 2 Auto Dealer Association advertising in the country, helping our Clients outpace all competition in the region.

The campaign delivers relevant consumer benefits, an enticing and urgent, yet thoughtful offer, all wrapped in an emotional story worth watching, magnified by the importance of family: “Honda is Family. Ask Anyone Who Owns a Honda.” And it was built, brick by brick, using Baker Street’s proprietary process of discovering behavioral opportunities and measuring a benefit’s ability to lift consumer interest, then creating clever, emotional work that people remember and respond to at rates that outpace the industry average.

“Father and Son” :30 — An epic road trip turns into a 15-year-long tradition. And the Honda Accord is always there. But blink and you’ll miss it.

“Neighborhood Pride” :41 — An entire neighborhood reminisces as a 16-year-old embarks on her first solo drive down the street she was raised in a new Honda Civic.

“Winning on the Road” :30 — A team of undersized basketball players gain a competitive edge from the superior sound system of a Honda Pilot.

“Save the World” :30 — This is Susan. Susan really, really, really, really cares about the environment. Susan drives a Honda Insight Hybrid.

Credits, Baker Street Advertising:
Co-Chairman/CEO/Strategist: Don Donovan
Co-Chairman/Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Copywriters: Brian Bacino/Lesly Pyle
Art Director: Ken Woodard
Producer: Brody McHugh
Director of Client Solutions: Christine Rodriguez
Senior Account Executive: Sarah Danaher
Media Director: Glenn Yajko
Broadcast Director: Shelly Kalianis
Media Supervisor: Jena Benzel
Senior Broadcast Media Buyer: Cel Vital Bella
Assistant Media Buyer: Indira Valladeres

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Colorist: Chris Martin, Mission Film & Design
Flame Artist(s): Ethan Chang, Deron Hoffmeyer, Ntropic
Executive Producer: Luke Watson, Ntropic
Producer: Emily Rivvers, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

Automotive Marketing, Branding, Creative Chief B2, Honda, Qualitative Research, Quantitative Research, Uncategorized

November 11, 2018
Lesly Pyle

Stay In the Moment at Hotel Nikko

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Hotel Nikko challenged Baker Street to convey the hotel’s Zen-like experience in a way that would differentiate them from the other 4-star properties in San Francisco. Convincing people to stop and smell the roses in a society that moves at the speed of life, even while on vacation, is no small task.

Animated GIF - Find & Share on GIPHY

Hotel Nikko San Francisco Restaurant Anzu GIF - Find & Share on GIPHY

So we dug deep during our Discovery research phase and uncovered this truth: “In the world of luxury hotels, personality goes a long way.” This insight drove the thinking behind the “Stay in the Moment” campaign we created that’s anchored by a graphic time stamp. This stamp is a reoccurring device marking every metaphorical magic moment during a guest’s stay.

We refreshed Hotel Nikko’s website and added an extra dimension to the time stamp, making it a real-time clock. The home page appears like a live video feed as though the viewer is watching what’s happening at the Hotel Nikko at any given moment.

We also designed it to be completely responsive with a mobile-first UI/UX.

In the print world, the time stamp works as a static lock-up, freezing the moment in time. Like in these magazine ads we created specifically to entice British tourists.

As well as this Print and Poster Series strategically-placed around the property to create allure for a uniquely Nikko offering. The series works as a one-two punch, with one image showcasing an actual amenity and the other with a more conceptual graphic.

And who doesn’t love a nice surprise and delight “Do Not Disturb” door tag?

We also made some brochures that are, well, worth your time.

And here’s who literally Stayed In the Moment to make it all happen.

Clients:
VP/General Manager: Anna Marie Presutti
Director of Marketing and Revenue Strategy: Jeanne Ferrari
Associate Director of Marketing: Dani Ortega

Agency:
President: Jack Boland
Chief Creative Officer/Copywriter: Brian Bacino
Chief Strategy Officer: Don Donovan
Art Director: Ken Woodard
Copywriter: Lesly Pyle
Design Studio and Production Manager: Jeff Teator
Senior Strategist: Howie Leibach
Account Supervisor: Nick Spillner
Senior Account Executive: Juliana King

Branding, Brian Bacino, Hotel Nikko, Uncategorized