Helen Cho

To launch Windows 11 Pro, Microsoft and Intel wanted to reach small business decisionmakers. Who could talk about feature benefits better than IT heads and small business owners who were already fans? We positioned our real people talent as the everyday heroes they are, doing extraordinary things like using Windows 11 Pro to grow their businesses during a pandemic. This multi-platform campaign consisted of video, print, digital, website and email. It was shot in seven locations and the content was localized around the world, helping raise awareness and driving sales of Windows 11 Pro and new, modern devices.

Created a fully-integrated campaign for BMW that told the story of some nifty new features and helped boost sales via out-of-home, radio, print and in the dealership.

Primrose Schools was a regional educational childcare franchise that was ready to go national. Our target: new parents were already overwhelmed and faced with conflicting parental advice. For their first national brand effort, we launched a multimedia campaign (tv/programmatic paid display/paid search/social/web) designed to appeal to a diverse group of parents. We combined the science of Primrose’s teaching methods with the nurturing ways that Primrose teachers connected with children through play. As the originating creative and Executive Creative Director, I came up with the original ideas and wrote copy for video, broadcast, print, digital social and website. I also supervised a team of creatives who worked on aspects of the digital/social campaigns. As a result, brand awareness experienced a major growth spurt. Enrollment went up 13%, year over year. Social engagement was up 323%. Total inquiries went up 113%.

SCE is one of the world’s largest utilities, with some of the most diverse customers in the nation. More than 50% of SCE’s customers speak a language other than English at home. To tell a compelling and urgent story about power line safety, we needed an expert: a fast-talking expert. We launched a 360º campaign (tv/out-of-home/digital/social) in five languages (English, Spanish, Mandarin, Korean, and Vietnamese) that cut across generations and cultures, setting new engagement records and winning local and international fans. Our safety expert saved the day, and hopefully some lives.

Providence had weathered negative press from labor strikes and management changes. They wanted to remind caregivers, potential recruits and patients why they were a trusted community hospital, serving many in the area north of Seattle. Because this part of the Great Northwest is so picturesque, I suggested that we include the majestic surroundings as more than a backdrop to our testimonials, but as a “draw” for newcomers and as a reminder of how invested Providence caregivers are in their communities. We highlighted four caregivers and helped tell their diverse stories that were emotional and deeply human. These stories and the environmental graphics that adorned the hospitals, helped bring back a sense of goodwill, unity and pride of place among caregivers, recruits and patients. The multi-platform campaign received rave reviews, internally and externally, and was chosen for an additional paid media investment that outperformed benchmarks by 86%.

In the highly competitive QSR space, CiCi’s Pizza needed to heat up traffic. Food improvements gave us a way to reconnect customers emotionally with CiCi’s appetizing value perception. Our integrated campaign (digital, social, tv, search) drove repeat visits with CiCi’s current and lapsed guests. We launched a humorous, new multicultural campaign in English and Spanish with new positioning driven by the tagline we created: “Better. Believe it.” Meeting customer demand for a better product was the food improvement story that earned customer trust and kept them coming back for more. Our integrated Better. Believe It campaign helped CiCi’s Pizza achieve a sustained sales boost leading to higher in-store traffic at CiCi’s 400+ locations nationwide. Traffic went up 8% over a four week period. 5.6% Increase in store revenue. With +587MM brand-building impressions.

Ubiquinol powers your heart. To raise awareness of this vital supplement, that decreases as we age, we emphasized the heart’s role in every person’s life, this stalwart team player that often doesn’t get the attention it deserves.

As we grew the brand for Primrose Schools, we needed to interest more qualified potential franchise owners. Primrose Schools needed to attract more entrepreneurial business owners who wanted to create change that would make a difference in the lives of children and families. We interviewed some dedicated owners and made them the focus of this B2B campaign via social, digital, video and brand new website engagement. Results were A+: Significant increase in search conversion rate. Major decrease in cost per lead. 480 new schools opened within five years. +15% system revenue growth in five years.

Fender was introducing a new line of acoustic guitars. I tapped into the rich history that Fender played in launching movements. And careers.

Tell a compelling story about a brand new, luxury electric car with features that no one has ever seen before. But, you can’t show the car.

We successfully launched East/West Composer Cloud to a global audience of Grammy-winning composers and content creators in the U.S., Europe, South America and Asia. This cost-effective, yet impactful campaign consisted of print, video, social and search which earned them industry buzz, magazine covers, trade press coverage and helped them exceed their sales goals.

Humans are made of 65% water. What if the water we drank was brighter, bubblier and happier?

SunAmerica wanted more people to plan for retirement. I created and wrote this campaign for the pitch and we not only won the account, the campaign was produced “as pitched’ on location in South Africa. It won numerous industry awards including Beldings, Adweek’s Best Ads and the attention of high net worth accountholders.

Wrote and created award-winning integrated campaigns for McDonald’s including TV, online video, print, digital, radio, CRM, web and social media. Produced in multiple languages, the multicultural work we did often performed general market work, prompting McDonald’s to run these in their mass market media lineup. I consider it a point of pride to know that some folks actually complained, “Why are there so many Asian people in my McDonald’s ads?”

Chase wanted customers to quickly understand the varied and surprising benefits of their Luxury Hotel & Resort Collection through direct response mailers to high-end luxury travelers seeking unique experiences.

Created the most awarded spot in this very successful installer campaign. “Often imitated, the installer put DirecTV on the pop culture map and helped spur their rise to industry leader.”

Mitsubishi wanted to reach a younger demographic that matched their redesigned fleet. I helped shape the new campaign with this award-winning spot that created the tone for the start of what was a hugely successful rebrand of the Mitsubishi line.

Upsetting fact: Domestic violence spikes after sporting events, especially when there is an “upset” loss. We wanted to draw attention to this and create a lifeline for anyone at risk. The calls keep coming.

One of my first ads that won major awards in every major award show it was entered into, was for abortion rights. Sadly, we are taking steps back.

The work we did in conjunction with the women and girls of Afghanistan to help fight Taliban rule also led to a nomination for a Nobel Peace prize for the Feminist Majority by Senator Barbara Boxer.

America West Airlines, a regional airline, was known for reliable flights that didn’t cost a lot, handy when you needed to leave town in a hurry.

Sometimes you want your message to reach a massive audience. In this case, we wanted to reach one key decisionmaker who could make all the difference in the world. We also knew that this president would be interested in how this decision might affect his legacy.

New race.

Old obstacles.

When rules change

midstream

keep moving.

Because you can’t settle.

And you don’t do sidelines.

So you

Start a business

Walk to work

Run for office.

Learn to fly

Fight

for the

Right to choose

To finish first.

JUST DO IT.

Award-winning campaign that brought new visitors to the revamped Queen Mary.

Cliff bar wanted to get back to their core audience. I knew all those hours spent sweating up mountain trails, clambering over boulders and ice camping would come in handy someday.

Created an agency leave-behind of multicultural folk tales that embodied agency values. It won awards in every show it was entered into: Communication Arts, The One Show, Beldings, New York Art Directors Club