MARISA GROENWEGHE

STATE FARM Super Bowl

Rated #8 spot on USA TODAY brand meter
Best Super Bowl spot according to BuzzFeed
#5 video on all of YouTube the day after the Super Bowl
Forbes top 5 list
Highest Creative Attention Score of the night (Source TVision)
Highest trending brand on Twitter during the game

State Farm’s first foray into the big game and boy was it big. Featuring Patrick Mahomes, Aaron Rodgers, Paul Rudd and Drake –
the biggest secret I was ever able to keep.

SUPER BOWL Teaser

SOCIAL

Credits
ECD/CW: Craig Miller
GCD/CW: Dave Wasserman
CD/AD: Marisa Groenweghe
CW: Mark Scholler

MICHELOB ULTRA PURE GOLD Super Bowl

1.5 billion impressions
#1 most YouTube comments for SB LIII
#3 most YouTube likes for SB LIII
100 Best Ad Meter Spots Over 25 Years
A little-known organic beer. A whisper of a wellness phenomenon. Together on the loudest TV event of the year. This shouldn’t have worked, but lucky for us, it ended up being the most successful organic beer launch in history.

And here’s the actual spot. Yes, Zoë Kravitz is that otherworldly in person.

In the days following, it was all about Zoë, Pure Gold and ASMR. We got tons of earned media from the Today Show, GMA, Late Night with Jimmy Fallon, and all sorts of mainstream pubs. The highlight? An article on the cover of the Wall Street Journal, complete with their signature illustration of Zoe’s hands and the bottle. Eee!

The spot was ranked 77th best of the last 25 years. It’s a Tide Ad was 70th. (Which is the closest we’ll ever get to It’s a Tide Ad.)

Credits
ECD: Jon Flannery
CD/AD: Marisa Groenweghe
CD/CW: Kathleen Wille & Marianna Ruiz
AD: Erene Semanderes
CW: Sarafina Persaud
SOUND/MIX: Jason Ryan

SKITTLES Super Bowl

D&AD Pencils for TV Commercial & Direction,
Cannes Silver Lion for Film,
Cannes Shortlist for Film Craft,
London International Awards Bronze for TV,
CA Advertising Annual,
Lürzer's Archive
Skittles' (and Wrigley's) first-ever Super Bowl spot, featuring a sleepy town where they settle every dispute the same way. According to USA Today, we were #1... most underrated spot. We'll take it.

Our director Dante Ariola had 60 prosthetic arms made, complete with veins, freckles and hair. They smelled like rotten eggs.

The extended version with an alternate ending for the ladies.

Two weeks before the game, we launched with a teaser.

And the biggest honor: We made the Brick Bowl!

Credits
ECD: Mark Gross
CD/AD: Marisa Groenweghe
CD/CW: Kathleen Tax Wille

PEDIALYTE Charge On

It used to be just for babies. Now, it’s for adults. Adult men who take pickleball way too seriously, specifically.

Credits
GCD/AD: Marisa Groenweghe
GCD/CW: Aaron Frye
AD: Lee Einhorn, Jonathan Keating
CW: Tyler Hampton, Jeff Polascheck

SKITTLES Smile

Cannes Bronze Lion for Film,
Clio Awards Shortlist,
CA Advertising Annual,
Lürzer's Archive,
Creativity Top 5, Adweek Top 10
An integrated campaign about a young man awakening to the power of his own smile, shot by Randy Krallman.

He was 16. She was 24. The best day of his life... had his mom not been on set.

Once it became clear what a Skittles grill could do for the awkward sort, we marketed it in style magazines as the next hot accessory. And then we gave some away. Not many. Those things were expensive.

Do not neglect the Skittles grill. Did I mention how expensive they were? So we marketed a whole line of care products.

We put tons more ads on social because the photo shoot was so fun.

Credits
ECD: Mark Gross
CD/AD: Marisa Groenweghe
CD/CW: Kathleen Tax Wille

GOOGLE CLOUD Brand

Google Cloud crunches bazillions of numbers. For this pitch video, we focused just on the three numbers that could change the life of Bake McBride.

Credits
GCDs: Marisa Groenweghe & Aaron Frye
CD/AD: Kurt Riemersma
CD/CW: Matt Ben-Zeev

MyQ GARAGE Launch

Never heard of myQ? You’re not alone. We led the pitch — FCB’s biggest of the year — then set out to raise awareness from zero. With terrible voices on 11, we sung our hearts out and sold these mini musicals slash product demos. Naturally, we partnered with Trish Sie, aka, OK Go’s director and choreographer.

Credits
ECD: Jon Flannery
CD/AD: Marisa Groenweghe
CD/CW: Kathleen Tax Wille
Digital, Social + Experiential
AD: Moogie O’Brien & Kelly O’Keefe
CW: Kim Sheffield & Lauren Lakin

INTEL Evo

Some generations are still playing catch up when it comes to tech. Fortunately, Jamie and Corinne Foxx can help you find the right laptop. Well, Corinne can, anyway.

Credits
GCD/AD: Marisa Groenweghe
GCD/CW: Brandan Jenkins, Aaron Frye
CD/AD: Niki Condon
CD/CW: Mark Fulara

AMERICAN CANCER SOCIETY Rebrand

Jay Chiat Awards Gold for Nonprofit
Lürzer's Archive
To relaunch one of the world's largest charities, it wouldn't be enough to join all the others in the fight against cancer. We needed to redefine victory. Our insightful friends Mary Beth Adduci and Karin Rose brought us a powerful thought: advantage humans. Cancer is a formidable opponent, but it will never have our humanity.

We partnered with cancer survivors for the production, including director Rodrigo Garcia Saiz and photographer Sandro Miller.

Sandro cast patients and their families for print and out of home.

We've proposed city takeovers many, many times. We finally got to do one. Several, actually — in NYC, Atlanta and Chicago.

Corra Films interviewed the survivors, including our photographer Sandro, for long-form digital content.

Credits
ECD: Jean Batthany
CD/AD: Marisa Groenweghe & Karin Rose
CD/CW: Kathleen Tax Wille & Mary Beth Adduci
AD: Colleen Keesey

AMAZON HQ2 Pitch

Just like 250 other cities, Chicago REALLY wants to be Amazon’s next home. So the mayor came to us. We were asked to write a few pages to kick off the pitch book. “No direction. Just give it a voice. And a look.” The book is still top secret. The videos are not. We hear Jeff Bezos called ours “the most creative submission of any city.” Shucks.

The team had an idea to show Amazon just how welcoming this city is. Not just to businesses, but to immigrants from every country.

Credits
ECD: Kevin Grady & Jon Flannery
CD/AD: Marisa Groenweghe
CD/CW: Kathleen Tax Wille

STATE FARM Concert for Sandy Relief

Adweek Ad of the Day
We were on a shoot for State Farm when we found out they were sponsoring 12-12-12, the concert for Hurricane Sandy relief. We had Joe Pytka, some kids and no time. We wrote scripts that night, then shot two the next day and shipped within the week. The second spot ran. The first might've if we had gotten to Eddie Vedder in time.

Credits
GCD: Barry Burdiak & John Hayes
CD/AD: Marisa Groenweghe & Kurt Riemersma
CD/CW: Kathleen Tax Wille & Matt Ben-Zeev

STATE FARM Peacock

Playing off all the tropes found in your favorite shows, we demonstate how State Farm is there for all your unexpected moments.
Featuring Jake from State Farm and the color red.

PAUSE ADS
This Peacock specific ad unit brings up a static ad when you pause.

Credits
CD: Marisa Groenweghe
ACD/CW: Lauren Hystead
ACD/AD: Matt Olsen
CW: Danielle Janota
AD: Randie Speir

BLUE BUNNY Give In

We won the pitch with a promise: Okay, fine, we won’t kill the bunny. But it was time for this longtime mascot to grow up. Goodbye, childish cartoon. Hello, enabling roommate who prefers good times over all else. He’s kinda like The Dude with fur.

Credits
ECD: Jon Flannery
CD/AD: Marisa Groenweghe
CD/CW: Kathleen Tax Wille
Digital + Social + Experiential
ACD/AD: Paige Miller
ACD/CW: Morgan Richter
AD: Miles Jappa + Victoria Rosselli
CW: Matt Bush + Jim Choy

MILK-BONE Dogs Are More

This iconic brand was ready for a new platform, one that pays tribute to these amazing creatures. As fanatical dog people ourselves, we kept coming back to one thought: Dogs are more. They’re more intuitive. More empathetic. And, let's face it, more human than most humans. Let’s treat them that way.

Our fully integrated campaign included film, print, digital, social and experiential. Here's just a small sampling of the work.

Dogs are better actors than people.

Credits
ECD: Susan Treacy & Jon Flannery
CD/AD: Marisa Groenweghe
CD/CW: Kathleen Tax Wille

RMHC Super Bowl

Anastacio was diagnosed with leukemia at just 3 years old. He lived hours away from the best children's hospital, so the Ronald McDonald House welcomed his entire family to stay during treatment. Happily, right after we produced this spot with Malcolm Venville, Anastacio was pronounced cancer-free. Proof that when families stay closer, kids heal faster.

Credits
ECD: Bill Cimino
ACD/AD: Marisa Groenweghe
ACD/CW: Kathleen Tax Wille

STATE FARM Hank

Life insurance is a typically dour category. We turned to Tim Godsall to change that. This is the one more people quote back to me.

Credits
GCD: Barry Burdiak & John Hayes
ACD/AD: Marisa Groenweghe
ACD/CW: Kathleen Tax Wille

3 MUSKETEERS Whipped Good

A print and digital campaign for the fluffiest chocolate bar around. We hoped to cast and costume the actual employees who do the whipping. Not surprisingly, that didn't happen.

We crossed our fingers that trucks wouldn't tear down the rope.

Credits
CD/AD: Marisa Groenweghe
CD/CW: Kathleen Tax Wille

MILKY WAY Apologies

We dropped a four-ton tree on a car, hung a couple parachuters in a tree without harnesses, and angered a wild bull take after take ’til 5 a.m. Only in Uruguay. We promised two spots and delivered nine.