Our answer to standing out in the multi-billion dollar anti-aging skincare category was simple: Look mysteriously beautiful. Tarte Maracuja’s own backstory gave us the inspiration. It’s a natural skincare oil harvested from the Amazon Rainforest. So why not play up its almost mythical anti-aging benefits in an exotic, romantic way? We couldn’t resist.

Concept for Kaiser Permanente as a sponsor of the U.S. Olympic Diving Team. Poster/ad for diving event.

Concept for Kaiser Permanente as a sponsor of the U.S. Olympic Diving Team. Poster/ad for diving event.

These were hybrids, embodying the Thrive brand message in ads that spoke directly to employers. They ran as full-page ads in the Wall Street Journal and Fast Company magazine. Then due to the great response from employers and brokers, the company expanded the campaign to 6 more ads and ran it for another year.

Working under the Thrive umbrella, these ads targeted employers and brokers. According to data from recent studies, a worker's productivity consistently improved with healthier lifestyle choices. Definitely a reason for business owners to care about their employees' everyday habits.

This campaign was aimed at informing consumers about the evils of predatory lending. Not exactly riveting. So the incongruous headline and visual were the big grabber. And the good guys behind this? A group of activist lawyers.