Today is the audiobook release of "Invention in PR," Adam Ritchie's guide to putting PR in charge of product and service development, from Tantor Audio. The content won "Best Thought Leadership in PR" in the PRovoke Media #SABREAwards!
http://InventionInPR.com
#InventionInPR
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How PR is helping one brand beat inflation:
Life Alive is bringing back vintage subway tokens, 10 years after their retirement.
In the summer of 2012, when they were last accepted by the MBTA, T tokens were worth a $1.25 subway ride.
This summer, they're worth an $11 grain bowl at Life Alive's newest two locations along Boston's Red Line.
In an era of crashing crypto and the price of everything going up, this may be the only currency in the world running in the opposite direction of inflation.
It's also a way for the brand to meet neighbors who made Kendall and Davis Squares their home for years: the kind of people who sentimentally hung onto their last few T tokens. And to greet newer residents who may have never touched a T token, by handing them out at the subway stops.
Once they're collected, Life Alive is hiring a local artist to turn the tokens into art that will be displayed in these cafes forever.
The campaign is called "Life Ⓣokens," and Adam Ritchie Brand Direction created it in partnership with our Life Alive Organic Cafe client.
It's not storytelling. It's storymaking.
And it's earning media, with coverage by (CBS) WBZ-AM 1030 ( https://ihr.fm/3PebvBe ), the Boston Business Journal ( https://bit.ly/3o3tzlI ), the Boston Globe ( https://bit.ly/3PvtbIt ) and more.
Our illustration and motion graphics partners Jennifer Leigh Salucci and Jesse James Salucci at Creative Outlaw made this beautiful video sequence, running on digital subway triptychs underneath each new location this summer.
Turning vintage subway tokens into food is an #InventionInPR Type 3: Transformation. The art piece will be an #InventionInPR Type 2: Creation. "Life Ⓣokens" is a stacked #InventionInPR campaign from end to end, and we're so excited to see it come to life!
PRWeek
PRovoke Media
PR News
PRSA Boston
#InventionInPR
We won "Best Agency Disruption" in the PRovoke Innovation #SABREAwards! This category recognizes a firm "disrupting the traditional ways of doing business and moving the industry toward the future." Congrats to all!
https://youtu.be/LLLJSHNWIGQ
#InventionInPR
Mix It Up - Campaign Sizzle Reel (Official)
(4/6) The Invention in PR Trilogy, Part 3: “Can we create a whole new line of products with news value and personal stories baked into each one?" Mix It Up turned social insiders into inspired food options and nourished nonprofits. #InventionInPR
CONCEPT
Idea creation, communications strategy, execution: Adam Ritchie, Adam Ritchie Brand Direction
COLLABORATION
Social execution: Kate Weiser, Adam Ritchie Brand Direction
In-house team management: Keith Pascal, Life Alive
In-house food development: Leah Dubois, Life Alive
In-house restaurant management: Max Pelham, Life Alive
In-house spokesperson: Ron Shaich, Life Alive
In-house spokesperson assistance: Lisa Weintraub, Life Alive
PRODUCTION
Point-of-sale design: Kendall Lowe, Phenomena
Point-of-sale design: Kiki Mobley, Phenomena
Point-of-sale copy writing: Adam Ritchie, Adam Ritchie Brand Direction
Photography: Abigail Connor
Photography and videography: Influencer Cohort
Photography and videography: Adam Ritchie, Adam Ritchie Brand Direction
Photography and videography: Kate Weiser, Adam Ritchie Brand Direction
Photography: Alexa DeVito, Adam Ritchie Brand Direction
Sizzle reel copy writing: Adam Ritchie, Adam Ritchie Brand Direction
Sizzle reel copy editing: Liz Aragao, Adam Ritchie Brand Direction
Sizzle reel voiceover: Jennifer Kennedy, Adam Ritchie Brand Direction
Sizzle reel video editing: Leesa Coyne, Adam Ritchie Brand Direction
Sizzle reel audio composition: The Lights Out
©2019 Adam Ritchie Brand Direction
The M.O.M. Squad - Campaign Sizzle Reel (Official)
(3/6) The Invention in PR Trilogy, Part 2: “In one move, can we transform something you see every day into something that stops you in your tracks?” The M.O.M. Squad transformed a diverse group of pregnant women into the world's first team of pregnant comic book superheroes. #InventionInPR
CONCEPT
Idea creation, communications strategy, execution: Adam Ritchie, Adam Ritchie Brand Direction
COLLABORATION
In-house team management: Jen Johnson, Summer Infant
In-house social execution and email marketing: Paige Finnestad, Summer Infant
In-house assistance: Rochelle Rosenthal, Summer Infant
PRODUCTION
Illustrations: Viera Boudreau
Videography: Knack Factory
Microsite development: Tribal Vision
Sizzle reel copy writing: Adam Ritchie, Adam Ritchie Brand Direction
Sizzle reel copy editing: Liz Aragao, Adam Ritchie Brand Direction
Sizzle reel voiceover: Carmen JE Jones, Adam Ritchie Brand Direction
Sizzle reel video editing: Leesa Coyne, Adam Ritchie Brand Direction
Sizzle reel audio composition: The Lights Out
©2019 Adam Ritchie Brand Direction
T.R.I.P. - Campaign Sizzle Reel (Official)
(2/6) The Invention in PR Trilogy, Part 1: ”Can we invent a new type of product which never existed before?” T.R.I.P. experimented with a medium, combined flavor with sound and turned the beer aisle into the next record store. #InventionInPR
CONCEPT
Idea creation, communications strategy, execution: Adam Ritchie, Adam Ritchie Brand Direction
COLLABORATION
Beer development: Ben Holmes, Aeronaut Brewing Co.
Event management: Abigail Taylor, Brooklyn Boulders
PRODUCTION
Illustration: Raul Gonzalez, Aeronaut Brewing Co.
Videography: Leesa Coyne, Coyne Creative
Photography: Erin Genett, Treebeard Media
Photography: Ben Holmes, Aeronaut Brewing Co.
Microsite development, print and lighting design: Jesse James Salucci, Creative Outlaw
Microsite copy writing: Adam Ritchie, Adam Ritchie Brand Direction
Twitter bot coding: Kyle Stearns
Audio composition and Twitter bot copy writing: Rishava Green, The Lights Out
Audio composition and Twitter bot copy writing: Matt King, The Lights Out
Audio composition and Twitter bot copy writing: Jesse James Salucci, The Lights Out
Audio composition and Twitter bot copy writing: Adam Ritchie, The Lights Out
Audio engineering: Benny Grotto, Mad Oak Studios
Audio mastering: Nick Zampiello, New Alliance East
Sizzle reel copy writing: Adam Ritchie, Adam Ritchie Brand Direction
Sizzle reel voiceover: Charles Woodson Parker, Adam Ritchie Brand Direction
Sizzle reel video editing: Leesa Coyne, Adam Ritchie Brand Direction
Sizzle reel audio composition: The Lights Out
©2019 Adam Ritchie Brand Direction
Adam Ritchie Brand Direction in Times Square
Adam Ritchie Brand Direction is on a Times Square video billboard at the Nasdaq Tower for the 20th anniversary of the PRWeek #PRWeekAwardsUS! Video by Aleksandra Vayntraub.
We're the renegades using PR to invent and transform. On tour at . We never use the word, “leverage."
