To give PUMA its own brand relevance we created a new category of social sports by recognizing that it's just as respectable to stay up and dance until 5am as it to get up at 5am for a run. 

As the New Museum prepared to relocate to the Bowery in 2007, it needed to establish itself as a cultural icon for downtown Manhattan in a way people would not forget. So Droga5 helped The New Museum develop a brand campaign based on the iconic shape of its new building, and released it in the most unlikely and prominent places the city had to offer.

Sometimes you just have to make the product the hero.

Scotts Lawn - It's Good Out Here.

Tasked with changing the Coke Zero conversation among a male target largely opposed to "diet," we repositioned the brand as a form of permission to enjoy the awesome–but sometimes frowned-upon-things that guys enjoy. Launched during the 2013 NCAA March Madness Tournament, the multi channel campaign helped show guys that it's not their fault they want to enjoy everything. 

Presenting Deadmouse Theatre, Act II: Tomcat Kills Mice Fast.

5 calories, antioxidants, and tastes amazing? None of this makes sense.

Method’s mission to reinvent the cleaning industry by designing innovative, sustainable and safe cleaning products meshed perfectly with Virgin America’s commitment to reinvent domestic air travel by making flying good again, so the two paired up by stocking Virgin America flights with Method hand soap. We helped them introduce their partnership by way of an unlikely, animated cast in an in-flight musical video.

The UN Millennium Development Goals hit their deadline in 2015, and GIVE 0.7% was a collaborative effort to address the misconception of how much countries give to foreign aid. 

give.zeropointseven.org

Logo and branding for Civic Hall, a civic-tech innovation center in NYC. 

As the leading provider of wind energy, Vestas needed to grow the category as a whole in order to grow its own operations. In an economic climate where sustainable practices were de-prioritized, Droga5 set out to help Vestas generate a substantial consumer demand for wind energy. The establishment of WindMade—a trustmark informing consumers about the energy used to produce their products and services—increased Vestas stock the day after launch, was awarded the 2011 Zayed Future Energy Prize and became the first brand-created consumer label to be endorsed by the UN.

In celebration of Diego Maradona’s 50th birthday, we helped PUMA create the world’s biggest juggling game on Facebook. Users pass on video footage of Maradona’s breathtaking juggling skills to a new friend every 30 minutes, the video had to keep getting passed or else the ball would drop. The longer a juggle lasted, the greater players’ chances were of winning signed gear from PUMA’s limited-edition King Diego line.

This sticker was placed throughout NYC to raise awareness for the 6,000 children who die everyday from water-related diseases.

On March 22, 2007, UNICEF launched the Tap Project during restaurant week in New York City. Restaurants charged $1 for the tap water normally enjoyed for free.