We were a 15-person agency pitching a $40 million account. The assignment was daunting, too: raising awareness and promoting usage of a new dollar coin. But we won the business, and in less than six months, awareness went from around zero to 85%. And for a time, anyway, people were using the Golden Dollar so much the government had to mint one billion of them – ten times more than was projected.
Directed by the gruff but lovable Bob Giraldi and animated by Charlex’s Alex Weil, the TV spots received tons of media attention, showing up in The New York Times, on ABC World News Tonight and in Creativity magazine, among others. My partner, Dianne Fiumara, and I were also finalists at the Effies and in several categories at the London International Advertising Awards show.
